Tag: jenny hermanson

Equalizer Project, Now in Its Fourth Year, Makes Strides in Increasing Female Representation in Music

October 27, 2020

In 2017, Spotify launched the Equalizer Project to highlight the underrepresentation of female and non-binary creators in the Nordic music industry—and provide them with the knowledge and inspiration they need to level the playing field. Since then, Equalizer has supported numerous Nordic creators, including Sarah Dawn Finer, Petra Marklund, Sabina Ddumba, Silvana Imam, and Janice, through networking meetings, producer camps, and more.

Initiatives like Equalizer are still much needed: Behind the 50 most played songs on Spotify in Sweden in 2019, only 4.1% of the producers were women. Among the songwriters, only 20% were women. This shows a marked increase from 2018, when only 0.8% of producers and 10% of songwriters were women, and from 2017, when none of the producers were women—but there remains significant ground to be gained.

“It feels more important than ever to continue working with Equalizer when the year has brought such extensive challenges for the entire music industry, says Jenny Hermanson, Nordic MD, Spotify. “Although the statistics show a small step in the right direction, with more women represented as songwriters and producers behind the most-played songs, gender equality is an issue that must constantly be addressed.”

This year, we’ve continued Equalizer by creating a totally virtual program that will continue to give music creators knowledge and inspiration. From new videos that teach music production to a digital inspiration conversation with British hitmaker Charli XCX, here’s what participants have to look forward to:

Equalizer Project landing page

To make all things Equalizer accessible in one place, we’ve created a new landing page, spotify.com/equalizer. Head there for information about the project, including the networking sessions, producer camps, dinners, and Way Out West Festival Talks we’ve put on so far, and how Nordic creators can apply for Equalizer’s upcoming events.

Equalizer Project Opens Opportunities for Women in the Nordic Music Industry

March 4, 2019

Of the 200+ songwriters behind the fifty most-streamed songs in Norway in 2018, only 11 percent were women, and only one of the eighty-three producers was female—and Norway isn’t alone. While the majority of songwriters and producers around the world have historically been male, we believe Spotify has a unique opportunity to support and fuel the change in this dynamic as it spreads across the industry and, specifically, in the markets where we operate.

“The Norwegian music scene is insanely vibrant right now with the international success of so many artists, songwriters, and producers,” explains our Nordic Managing Director Jenny Hermanson. That’s why we’re bringing our Sweden-based Equalizer Project to Norway: “To highlight the fantastic female role models of the industry and inspire even more women to write and produce.”

In early spring 2017, we launched Equalizer Project, an initiative devoted to creating opportunities for women, transgender, and non-binary professionals in the Nordic music industry. With the support of Swedish singer-songwriter-producer Max Martin, we’ve held several subsequent events in Stockholm aimed at connecting women and non-binary creators in the beginning of their careers with professionals they might not have gotten the opportunity to meet with elsewhere, including Martin himself, Katy Perry, and Shellback, among others. We’ve also hosted a seminar, producer camp, podcast, and more programs and events.

Our most recent Equalizer event took place last Wednesday in Oslo with industry professionals such as world renowned DJ, artist, and producer Kygo; acclaimed songwriter and artist Ina Wroldsen; and singer-songwriter Julie Bergan in attendance. These three talents met with five up-and-coming creators, MYRA (Regina Tucker), Amanda Tenfjord, SKAAR (Hilde Skaar), Lil Halima (Lillian Anderssen), and Margrete Hjelle, to share their knowledge and experience. Keep an eye—and ear—out for our participating newcomers.

Amplifying Women’s Voices in the Music Business

December 20, 2018

Women are vastly underrepresented in the music business—producers, agents, songwriters, and managers included. In fact, only 13.5 percent of the songwriters behind Sweden’s 50 most played songs in 2017 were women, and all of the producers—yes, 100 percent of them—were men. Our mission is to change that.

“We want women to become better represented, behind the music and on the charts, and at every level in between,” says Jenny Hermanson, Spotify’s Nordic Managing Director.

That’s why we created the Equalizer Project, a progressive initiative devoted to equalizing opportunities for women in the Swedish music industry. The project launched from our Stockholm headquarters in early spring 2017.

“We aim to bridge the gap by bringing women together to build a music industry where everyone can succeed and thrive,” Hermanson says. Our project, which consists of an empowering podcast, meaningful semi-annual networking events, a producer camp and all-women and non-binary meet-ups, stems from a desire to spark conversations around increasing equality and breaking gender barriers in the world of music.

2018 was a busy year for the Equalizer Project. Check out these four ways the initiative is setting the stage for achieving greater representation in the music business.

1. Equalizer Project Networking Events—Breaking Bread and Barriers

The goal of these intimate roundtable networking dinners for five rising talents and five industry professionals—including global pop sensation Katy Perry, Icona Pop, Max Martin, First Aid Kit, Noonie Bao, Tove Styrke, and Shellback—is to create a space where female artists, songwriters, producers, and other music industry professionals can openly share experiences, strength, and hope—without the commitment tied to meeting in a studio for a session. Guests also have the opportunity to learn from each other, all in the name of supporting career development and breaking norms.

During the events, aspiring female creators get a chance to meet industry professionals to pick their brains about their career and ways of working and encourage them to chase their dreams. We’ve also welcomed rising Swedish music standouts Janice Kavander, Thea Gustafsson (aka Becky and the Birds), and many more.

2. Equalizer Producer Camp—Creativity at Work

In the project’s first course in music production, 11 female, transgender, and non-binary artists from diverse backgrounds and music genres received expert instruction from American producer Trakgirl and Swedish producers Jenny and Cecilia Vaz, Charlie Bernardo and Vargas & Lagola, the duo behind major hits for Avicii and Axwell Λ Ingrosso. This unique camp was created to give these underrepresented songwriters and artists a chance to develop their skills and learn more about production. Swedish singer-songwriter Linnea Henriksson participated in the three-weekend long camp alongside fellow artists like Maria Andersson, Naomi Pilgrim, and several others.

“A producer has a lot of power in the creative process, and it’s important we see more diversity in this role,” says Hermanson, who took part in the camp held at both Northbound Studios and Spotify’s Stockholm headquarters. “We wanted to give participants valuable knowledge, inspiration, and fun weekends at Spotify. It’s so exciting to follow their journey.”

3. Equalizer Dinner—Cultivating Connections

During this special meet-up dinner last October at Spotify’s headquarters, 40 of Sweden’s most prominent female artists, songwriters, and producers gathered to celebrate women in music production. We created a space where female and non-binary artists and several other industry professionals could openly connect and share experiences. Guests also enjoyed live performances by hip-hop artist Imenella and Linnea Henriksson. Check out the recap video:

4. Equalizer Podcast Seasons 2 & 3—Sharing Stories of Triumph

This insightful 24-episode Spotify Original podcast highlights female role models in music and brings hosts and guests together to chat about creation, production, and most of all, their biggest passion—music. You’ll hear everything from advice on breaking through from some of Sweden’s most successful female artists, to personal stories of overcoming common industry challenges, to inspiring pep talks and more.

The first season of the podcast was hosted by Henriksson, who was joined for the second and third by writer and DJ Evyn Redar. Season two guests include pop sensations Peg Parnevik and Molly Sandén, R&B singer Cherrie, artist and songwriter Sabina Ddumba, and rapper Silvana Imam. Season three guests include electro pop duo Icona Pop, Imenella, and Canadian pop and R&B singer Alessia Cara. Among past guests are singer Seinabo Sey and singer-songwriters Tove Lo and Zara Larsson. Check out the Swedish-language podcast here:

Stay tuned in 2019 for more about our upcoming activities for female songwriters and artists. We’re just getting started.  

Equalizer Project Networking Dinner – Get to Know the Rising Female Stars of Swedish Music

June 15, 2018

On her “Witness” World Tour stop in Stockholm this weekend, pop megastar Katy Perry did more than perform. Before entertaining the thousands of fans in her audience, Spotify invited her to sit down with the next generation of Swedish female music professionals to network, provide advice, and encourage them to follow their dreams.

Katy was invited to be a part of the third Equalizer Project networking event and dinner, during which five up-and-coming female creators (artists, songwriters and producers) met with industry professionals including Katy, Spotify CEO Daniel Ek, and Swedish songwriter and record producer Max Martin—one of the most awarded producers globally—to share their experience and learn from each other.

The Equalizer Project was initiated last year in our Stockholm office. The project, which currently includes a podcast and networking events, comes out of a desire to fuel discussions about equality and breaking norms in the music industry, and music studios in particular. The goal of these discussions is to drive change and increase the prevalence of women in the music industry.

Other guests included Spotify’s Nordic Managing Director Jenny Hermanson, as well as some of the world’s most prominent producers and songwriters – Shellback, Noonie Bao and Tove Styrke. The group welcomed five rising Swedish talents to the dinner on Saturday.

The five rising stars included names such as Janice Kavander, whose debut album “Fallin Up” was released in the beginning of 2018. Another attendee, Caroline Cederlöf aka GRANT made her 2018 debut with three critically acclaimed singles. Triple threat producers, songwriters and artists Thea Gustafsson aka Becky and the Birds, Bishat Araya joined the crew along with Emma Bertilsson aka KIDDO, who has co-written for Icona Pop, Soleima, Alan Walker, and SHY Martin.

Equalizing the Music Industry

May 25, 2018

A Conversation Between Swedish Songwriter Linnea Henriksson and Spotify Nordic Managing Director Jenny Hermanson

All music creators, regardless of gender, should be able to enjoy equal conditions in which they can not only succeed, but thrive. Yet in 2017, only 13.5% of the songwriters behind the 50 most played songs in Sweden were women. As for female producers, that number was even smaller – zero. With all of that in mind, Spotify launched Equalizer Project in Sweden in 2017, with the goal of increasing gender equality in the music studio through building networks and creating opportunities for up and coming talent.

“Our goal is a music industry where all people, regardless of gender, enjoy equal conditions in which to succeed,” said Spotify’s Nordic Managing Director, Jenny Hermanson, who helped to create Equalizer Project out of Spotify’s Stockholm headquarters. “We want to inspire the industry and help women become better represented, both on the charts and behind the music.”

Equalizer, which consists of both a podcast and networking program, gives women in music careers a chance to connect with established industry professionals and amplify their voices. The podcast brings hosts and guests together to talk about music creation, production, and more. Past guests have included Tove Lo, Zara Larsson, and Seinabo Sey. This season’s guests include artist and songwriter Sabina Ddumba, rapper Silvana Imam, R&B singer Cherrie, and pop sensations Peg Parnevik and Molly Sandén. The semi-annual networking events invite five aspiring female creators to meet with industry professionals—past professionals have included First Aid Kit, Icona Pop, Max Martin, and Shellback—and get career advice.

In the conversation below, Spotify’s Hermanson and Linnea Henriksson, a top female Swedish artist, songwriter and producer (and Equalizer podcast host) discuss what the industry can do to support female and minority artists.

Linnea Henriksson, left, talks with Jenny Hermanson about Equalizer Podcast. Photo credit: Alma Vestlund/Studio Emma Svensson

Linnea Henriksson: What are some ways that Spotify supports young people interested in entering the music industry, especially women and other minorities?

Jenny Hermanson: Spotify is working with a lot of different initiatives and partners on this, both globally and on a local level. It all starts with having the right structures in place to make the industry more accessible from the top down. We launched the Equalizer Project in Sweden, which is focusing on inspiring young women to be a part of the music industry. Most songs are written and produced by men. Music fans aren’t simply hearing enough female stories and viewpoints, which is why we’re working to fuel innovation and diversify the industry.

LH: Why did you start the Equalizer Project? What are your goals for the project?

JH: Women are still hugely underrepresented in the music industry. Sure, there are exceptions, but generally you won’t find many female producers, agents or artist managers. And that’s because in the past, women weren’t expected or encouraged to succeed in these positions. What’s more, the vast majority of songwriters and composers are also men. More women are starting to emerge in these fields, but they remain massively outnumbered—in fact, no songs in the Top 50 Global Spotify Chart 2017 were produced by a woman. Hence the need to equalize, and that’s why we initiated Equalizer Project in collaboration with MXM Music and Musikförläggarna (Swedish Music Publishers Association).

JH: So, from your point of view as an artist, are we doing our part? How can we help make entrance into the music industry more accessible? Especially for women, minorities, and people from lower incomes?

LH: First off, equality is a mutual responsibility, because it will make everyone winners. We must look to ourselves, even female artists, to make change. We all need to be more willing to try new stuff. We can’t just talk about being curious about new music makers; we need to actually give them a chance to work and prove themselves. We can’t keep making excuses like “we don’t have the time, we don’t have money,” ”but he’s so good, he worked with blah blah blah…”

A concrete example is during an interview situation. Female songwriters end up focusing their interviews on other stuff rather than talking about their music to a larger extent than male writers. Interview a female artist like you would interview a man, let her be exactly as nerdy about her creation. Ask her about which guitar plugin she couldn’t be without, or whether she writes lyrics and music at the same time, and have the men talk about their lyrics, emotions and relationships, their views on equality and how they handle their private life with their busy schedule. It’s a structural problem that we treat men and women differently. The voice and work of a man is worth more. We must smash our own prejudices based on outdated traditions and structures, and start valuing other things.

JH: It’s so important to establish that anyone – regardless of gender – is able to enjoy equal conditions in which to succeed. We need to clear up the misconception that it’s a man’s world or industry. We need to fuel discussion of the current situation and encourage everyone to question industry norms—who can become a leader and how do they become one? We also need to encourage people to look for talent outside their personal networks and force the music industry to diversify. We also need to pay attention to the number of men and women behind the songs on the charts.

LH: Charts, streams—it’s exciting, I really feel that as a musician and a fan. Charts show trends, but it’s a tool that started out as a fun thing for the listeners and has come to dictate too much in the industry. Labels promote their artists with numbers and the media creates news on “these artists have streamed x amount of times.” The charts are fronted as the most important numbers, and artists work with the songwriters on the charts to get there themselves. There aren’t any efforts to include new writers and producers.

JH: What are the biggest pieces of advice you have for those in the music industry looking to support female artists, musicians, and songwriters?

LH: Support female writers and producers prior to sessions. Help her own her title as an artist. Speak up if you hear someone say something degrading. Exterminate the phrase “girl band,” or the “female drummer” when referring to a band or a drummer that happens to female. Don’t ask musicians IF they write their own music, but HOW they do it. Reward vulnerability and consideration in both men and women and kill the macho culture. Stop laughing at bad jokes, stop making excuses, and understand that this is the future. Because the future is female.

Listen to the Equalizer Podcast on Spotify.