Citigroup Inc. and the Association of National Advertisers are expanding the industry’s “#SeeHer” effort, which aims to improve the representation of women in marketing and media, with a new project boosting women in the music business.
“Women are quite honestly just missing from the music industry,” said Jennifer Breithaupt, chief marketing officer of Citi’s Global Consumer Bank.
Less than 22% of the artists behind hundreds of popular songs from 2012 through 2018 were female, according to a new study from the University of Southern California’s Annenberg School for Communication and Journalism. Just over 12% of songwriters were female, and only 2% of producers were female.
Citi hopes using female artists, especially up-and-coming performers, more often in its own commercials and events will help increase demand and support for female artists, Ms. Breithaupt said. Her goal when the brand asks agencies for music ideas is to solicit “50% female, 50% male and in a lot of cases, 50% female songwriters.”
The company also started a mentorship program, including $5,000 awards made to aspiring singer-songwriters.
For Citi, the effort could polish its brand at a time when doing good is considered basic marketing. The company also is publicizing the program on NBC’s “Today” show on Friday as part of its sponsorship of the show’s concert series.
It might also help with the effectiveness of its ads. Citi’s advertising in the last five years featured male musical artists more often than women, Ms. Breithaupt said. It became drawn to the issue partly after noticing that some of its advertisements performed better in focus-group testing when they included female vocal tracks instead of male vocals, according to Ms. Breithaupt. “It happened more than a handful of times where the only thing that changed was the song,” she said.
The Association of National Advertisers will seek more participants for the initiative, dubbed “#SeeHerHearHer,” from the ranks of marketers but also ad agencies and music labels, said Christine Manna, president and chief operating officer at the ANA. “They’re an integral part of this,” she said.
But advertisers’ budgets will be key. “Marketers are influencing the conversation by their choice of who they choose to use in their advertising and promotion,” Ms. Manna said.
The original #SeeHer has helped participating marketers achieve better results in goals such as purchase intent, Ms. Manna added.
The Right Time
Female artists’ presence in advertising recently has improved and is better than in the music industry as a whole, said a senior record-label executive who connects music acts with brands. That is partly because of changing musical tastes and partly a result of media fragmentation, she said, speaking on condition of anonymity to discuss industry partners.
Ads two to three years ago often used electronic-music soundtracks, according to the executive. “That was mostly about male creators,” she said. “Before that, when it was more about rock, that was mostly male creators. Now it’s more diffuse.”
Fragmenting consumer audiences and proliferating demand for digital ads also opened up new avenues for artists, she said. “There are so many genres that see the light of day because of streaming.”
It would help, however, if the agency industry employed more women as creative directors and music supervisors, she added. “If you had more diverse folks in those positions, you might have different outcomes,” she said.
David Lapinsky, vice president and music producer at Townhouse, a production agency within WPP PLC, agreed that other elements of ads, such as the narrative and casting, have a big impact on the music they end up using. But he said he’s found equal opportunities for female artists, songwriters and composers in advertising, “or at least a willingness for it to be.”
“With more clear social awareness, with more female empowerment, it really creates more opportunities for us to showcase female talent,” he said.
It was all happening at Hampden over the weekend as Pink wowed her thousands of Glasgow fans.
We’ve seen videos of Pink flying around the national stadium with her acrobatic stunts, a couple get engaged in the middle of her show, while the ‘So What’ star was also spotted milling about a Glasgow park in the build-up to her big perfomance.
There’s little doubt, Glasgow loves Pink.
And yet there’s still more to be told.A Glasgow Live reader has been in touch to share his tale of how he was re-united with the global superstar this weekend – 15 years after she strapped him to a chair.In 2004, Bobby Hunter was called up onto the SECC stage by Pink – after queuing for five hours to get to the front – and was the centre of attention for the Glasgow crowd as the singer danced around him – and whipped him – while she was in the city for her Try This tour.
Bobby said: “She sang a full song to me, dancing all over me. Her and her dancers were whipping me whilst tied up.”
Thankfully, Pink’s backing dancers took a polaroid photo of the moment, something the ‘die hard fan’ has cherished ever since.
And at this weekend’s show, Bobby took the opportunity to remind his idol all about it.The Glasgow gig-goer had the photo blown up on to a piece of fabric, with the goal of getting it onto the stage and into the hands of the multi-platinum-selling star … after queuing for four hours outside the national stadium – he pulled it off.And the incredible moment was captured in video and photo, with a clearly stunned, yet delighted Pink breaking song to tell the crowd: “I once strapped you to a chair”, as seen in the video above
Bobby further shared his excitement and said: “I threw it up to her, she looked at it and stopped singing for a minute and spoke. It was amazing.
“I actually couldn’t believe that I managed to get it to her. I also got a hug, but there’s no films of that – I still cant believe she even got it and stopped singing.”
And although Bobby managed to avoid getting strapped down and whipped this time round, he admitted he was overwhelmed to be able to see Pink perform live again, calling her ‘an inspiration’.
He told us: “She was loving it! It must be amazing being able to be as talented and inspirational as her.
“Like many around the world, we have all been through hard times in life and her music has helped me through some of the bad times! I just adore her.”
Another incredible story from Hampden this weekend, and we’re sure Bobby will back at the very next time Pink comes to town.
After one of her most acclaimed live performances to date, P!nk enjoyed some well-deserved downtime in Dublin.
The 39-year-old singer took to the stage at the RDS on Tuesday night in a sold-out concert, electrifying fans with a roster of her greatest hits and new material. The gig, which sold out in a matter of minutes, was one of the most after of the year and also marked the beginning of her Beautiful Trauma tour.She and husband of 13 years Carey Hart made the most of their time in Dublin, enjoying a quick pint of Guinness at The Temple Bar pub on Wednesday, before flying out to Cardiff where she will resume her touring tonight.”So today we had the pleasure of having the lovely Mr & Mrs @pink stop by the pub to quench their thirst after Pink’s rocking show in Dublin last night on her #beautifultraumatour,” a caption on The Temple Bar pub Instagram account read.
“Ciere was super excited to meet them as you can see and said it was a pleasure to look after them. Thank you @pink for stopping by and being so lovely to all our staff. We look forward to seeing you again.”
P!nk, whose real name is Alicia Moore, is believed to have stayed in the InterContinental Hotel for two nights, so chosen for the hotel’s discreet entrance for visiting A-listers and dignitaries.
She joins a long list of well-known celebrities who have spent on Irish shores in recent weeks, including Jon Bon Jovi, Elton John, director Danny Boyle and Metallica.
P!nk released the album for her “Hurts 2B Human” Album coming out in April. You can get her new single from the album “Walk Me Home” on :
Multi-retailer – http://smarturl.it/PINKxWMH
iTunes – http://smarturl.it/PINKxWMH/itunes
Apple Music – http://smarturl.it/PINKxWMH/applemusic
Spotify – http://smarturl.it/PINKxWMH/spotify
Amazon – http://smarturl.it/PINKxWMH/az
Google Play – http://smarturl.it/PINKxWMH/googleplay
Lyric Video – http://smarturl.it/WMHvPINK