The Smirnoff Sound Collective Fosters Diversity Within Electronic Music In Collaboration With Artists And Industry Leaders

Since its birth in 2014, the Smirnoff Sound Collective, the SMIRNOFF  brand’s international music platform, has inspired a more inclusive world through electronic music.

The Smirnoff Sound Collective is taking a stand against exclusivity and the lack of diversity within electronic music through the launch of a new artist mentorship program that will lead its push for electronic music industry leaders to be more inclusive of underrepresented communities and individuals.

“Diversity in the electronic music community has been a topic of discussion within the industry, and a passion of SMIRNOFF for quite some time,” said Justin Medcraft, SMIRNOFF Global Senior Brand Manager. “It’s quite astonishing to us that last year only 10% of electronic music headliners were women. When you look at other communities such as the African American community and the LGBTQ community, you find a similar lack of representation throughout the industry. That needs to change and we hope to put forth acts that do so this year and moving forward.”

Collectives have always been the driving force in the electronic music scene. Smirnoff looks behind the scenes of the most influential Sound collectives – how do they work as a team, what does the music culture mean to them, how do they engage with newcomers?

We need more people in the world like Nadia Tehran, especially in a year that has seen too much narrow-mindedness.

In this video brought to you by Smirnoff as part of their rather fab We’re Open campaign, Tehran met Sian Anderson from Radio 1Xtra where they explore the themes of her work. This ties in perfectly with the We’re Open vibe; what with the campaign celebrating inclusivity and diversity – of course with a bountiful load of creativity to boot.  A series very much worth checking out, and one we hope to see more of in 2017 (we need more positivity next year, come on 2017 pull through for us)

“When you lose the boundaries, then anything can happen” she explains in the beautifully shot video, set in places you may well recognise in South London.