Tag: Linnea Henriksson

Spotify’s Equalizer Project Raises the Volume at Way Out West

August 14, 2019

The Way Out West festival in Sweden is about much more than music—it’s a three-day celebration of several sustainability- and equality-focused efforts. The artist lineup has been split 50-50 male-female for three years running, and this year’s edition, held August 8-10, amped up its commitment to equal opportunity in the music industry by teaming up with Spotify’s Equalizer Project.

Since it began two years ago in Sweden, Spotify’s Equalizer Project has expanded throughout the Nordic countries in the form of podcasts, workshops, networking events, career tools, and more. Equalizer was a perfect match for sustainability-minded Way Out West (the festival has long been meat- and dairy-free), with their combined power advancing equality in music in exciting new ways.

First, fans at Way Out West could visit the Equalizer Pop-Up Studio, a music studio created jointly by Spotify and Soundtrap. There, some of Sweden’s most talented producers and songwriters spent time recording and perfecting new tracks in plain sight. Second, artist, songwriter, and producer Linnea Henriksson presided over Equalizer Talks, a live version of the Equalizer podcast. She led a series of vibrant panel discussions and interviews on the importance of equal representation and participation in music.

Way Out West also featured 100 Live, the live-show version of the flagship Swedish hip-hop playlist 100. This was the first time the playlist had been staged as a live show. It included memorable performances by several Swedish hip-hop luminaries, among them Aden x Asme, who were invited to join Stormzy on stage during his set.

From an inside look at the music-making process to lively discussions to a landmark hip-hop showcase, check out our Way Out West recap below for all the happenings over the three days.

Day 1: International flavor in studio sessions

Thursday kicked off with several exciting performances from Swedish and international artists alike, including Silvana Imam, Zara Larsson, Spiritualized, James Blake, Blood Orange, and more. Fans also got a first look at the Equalizer Pop-Up Studio, where  Nadia Tehran, Pure Shores, Icona Pop, Selen Özan, and several talented producers got to work laying new tracks. 

“It’s very rare we see a female producer,” said Aino Jawo of Icona Pop. “That’s why it’s so much fun to be here and make music and meet other women in the music industry. We are so proud to be able to contribute a little to increased equality.” 

The studio also got a much appreciated visit from one of the festival’s headliners, Jorja Smith, to show her support for equality in the music industry. 

“Male and female producers/songwriters are equally as important,” Jorja told us. “But I do think it’s important for female artists like myself to emphasize and showcase other females we work with, as well as ourselves. Everyone on the scene supports each other, and I think as females we should encourage that more. As of yet I have never worked with [another] female producer. That’s something I’d like to change.”

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.  

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.