August 2023

Gender Inequality in Music Industry​

Setting the Stage: The Dissonant Notes of Gender Inequality The music industry, a beacon of creativity and self-expression, has been echoing dissonant notes when it comes to gender equality. Despite waves of progress in other sectors, music remains sadly antiquated in its views. An astonishing 90% of popular music is framed from a male perspective (Radičević, 2018). What’s at stake? A vast world of musical expression, narratives, and emotions that remain unheard. The Status Quo and Its Impact Deep dives into industry statistics reveal a skewed landscape. Only 22.4% of top performers were women from 2012 to 2017. Female songwriters dwindled from 13.7% in 2015 to a meager 12.2% in 2018 (Radičević, 2018). Beyond numbers, these disparities birth an environment rife with biases. Emerging female artists find themselves at crossroads, battling stereotypes, dismissive attitudes, and limited opportunities. For instance, a skilled female guitarist might often receive comments focused on her appearance rather than her ability. Female DJs or producers can face skepticism about their technical understanding, with assumptions that someone else might be doing the technical work for them. Historically, women in the music industry were often relegated to performance roles, while production and technical areas were dominated by men. The stereotype of technology as a “man’s domain” spills into music, making recognition harder for women in roles like sound engineering or production. The image-driven nature of the industry also pressures female artists to conform to certain beauty standards, sometimes prioritizing aesthetics over artistry. These deep-seated biases and structural barriers discourage many talented women from pursuing a music career, thereby depriving the industry of diverse voices and perspectives. The Underlying Message: A Deeper Problem This prevailing imbalance sends a sobering message – that the narratives, stories, and perspectives of women are relegated to the background. This oversight not only undermines the potential of half the global population but also results in a limited and monotone musical landscape. Bridging the Gap: Towards an Equitable Future Addressing this dissonance requires a symphony of solutions: Education and Awareness: Launch campaigns highlighting the gender disparity and the untapped potential of female artists. Mentorship Programs: Established figures in music, both men and women, can guide emerging female talents, offering a wealth of experience and connections (Gross, 2016). Reimagining Music Technology: Engage women in the design and improvement of music tech tools to ensure inclusivity. Grassroots Initiatives: Host female-centric music events, granting much-needed exposure to female artists (Bennett, 2018). Support Systems: Forge both online and offline networks for women in music, fostering collaborations and shared experiences. Scholarships and Grants: Financial aids can bolster the pursuits of women eyeing a career in various musical avenues. Diversity Quotas: Encourage event organizers to maintain a balance in their artist lineups. Collaborative Platforms: Digital platforms can connect female artists globally, spurring joint projects and resource-sharing. Music Education: Targeted initiatives can bring music to the forefront for young girls, sowing seeds for a brighter future. Female-centric Music Awards: Recognize and celebrate the achievements of women in music, amplifying their contributions. Workshops with Established Artists: Frequent interactions with industry stalwarts can inspire, instruct, and integrate upcoming artists into the industry mainstream. Industry-wide Awareness Campaigns: Spotlight the stellar contributions of women, emphasizing the need for inclusivity. Female-focused Record Labels: Such labels can offer a nurturing environment attuned to the unique challenges faced by women. Supportive Media Coverage: A proactive media can play a pivotal role in boosting the profiles of female artists. Policy Changes: Advocate for industry reforms that propel gender parity to the forefront of organizational values. Final Thoughts The current musical landscape, marked by its glaring gender disparities, needs an overhaul. As consumers, creators, and aficionados, the onus of transformation lies with us. Elevating platforms that resonate with women’s voices ensures that the world of music truly mirrors the diverse and vibrant tapestry of our global society. References 1. Gross, S. (2016). Let’s Talk About Sex: Gender Trouble in the Music Industry.2. Bennett, T. (2018). The whole feminist-taking-your-clothes-off thing: Critique and negotiation of gender inequality in UK music industries.3. Radičević, L. G. (2018). Gender inequality in the music industry.4. She is the music. (n.d.). She is the Music. Accessed 1 Jun 2022.

MASCHINE+ Offline Events

native meetup MASCHINE+ OFFLINE EVENTS​ CAMPAIGN OVERVIEW​ In October 2020, we launched Native Meetup Offline Events in five major cities in China. The goal of the campaign was to invite  MASCHINE users to get up close with the newly released hardware product, MASCHINE+, and to foster connections among MASCHINE community.  I was involved in the planning, online opinion collection, online event promotion, and post-event feedback of this initiative. Survey results showed that over 90% of users had an increased positive perception of the Native Instruments brand after participating in the offline events, and 60% indicated they would purchase related products in the future.

Product Marketing Campaign: ARENA OF VALOR

ARENA OF VALOR X Native instrumentsmusic production contest Campaign Overview ARENA OF VALOR (王者荣耀) stands as one of China’s most popular mobile games, with a global player base in the hundreds of millions. In April 2020, Native Instruments China partnered with the ARENA OF VALOR Public Event Original Content Competition Organizing Committee to host a music production contest. The aim was to gather high-quality music infused with the distinctive essence of ARENA OF VALOR culture and highlight local Chinese music producers’ talent. As a core member of the Native Instruments China marketing team, I contributed to shaping competition rules, evaluating musical creativity and technology, and leveraging Native Instruments’ social media presence to inspire engagement within the music production community.  This initiative ignited the creativity of music producers and facilitated connections with emerging talents in China’s music production landscape. These influential users later played a central role in our subsequent marketing endeavors. To explore more about this campaign and delve into the creative work, simply visit the contest page.

Product Marketing Campaign: MUSIC CHINA EXHIBITION​

MUSIC CHINA EXHIBITION​​ Campaign Overview Music China is one of the most influential music instrument and technology exhibitions in Asia. In the years 2018 and 2019, Native Instruments participated the Expo as exhibitor, setting up booth to showcase and promote the latest music software and hardware products. Beyond showcasing, the goal was to nurture and solidify bonds with our key distributors and partners. During the exhibition, I was responsible for all activities related to the event’s promotion and outreach, including designing promotional posters, user manuals, and roll-up banners, as well as writing event descriptions to attract brand users for offline experiences. The lens captured the event’s fervor, with snapshots later echoing our success on social media. Teaming up with  peers, I was hands-on in booth setup, product elucidation, and, crucially, forging face-to-face connections with our clientele, always keen on gleaning invaluable feedback.

Product Marketing Campaign: EAST ASIA MARKETING CAMPAIGN​

East asia vst project EAST ASIA is a virtual instrument launched by Native Instruments, which includes representative instruments from three countries: China, Japan, and South Korea.  In this VST project, I conducted a survey on China’s most representative instruments and provided feedback to the developers. I also assisted in the filming of the promotional video for the Chinese instrument section.

Product Marketing Campaign: 10 YEARS OF MASCHINE

10 YEARS OF MASCHINE CAMPAIGN OVERVIEW​ In 2019, Native Instruments commemorated a decade of MASCHINE’s innovation with a global tribute. Centered on the product’s journey, the event unveiled defining milestones and connecting MASCHINE community.  Within this celebration, I took the lead in localizing the campaign for the Chinese market within the Native Instruments marketing team. My responsibilities included facilitating the connection of communities and fostering enthusiastic participation. Considering the relatively modest size of the local MK3 community in China, after discussions with Johnson Han, Head of China Marketing Manager, we ultimately decided to allocate the campaign budget towards an online music production competition rather than organizing an offline event. Campaign Poster This competition extended an open invitation, reaching well beyond the established MASCHINE community. This strategic move elevated MASCHINE’s visibility within the local music production sphere, capturing the interest of those yet to discover the product through a lean and effective marketing approach. Victors enjoyed exclusive rewards, from orange Maschine Mk3s to MIKRO editions. Esteemed artist ODDKIDOUT judged the submissions. We achieved a word-of-mouth promotional effect with minimal marketing costs. By the end of the campaign, we received 108 submissions and gained over 200,000 brand exposures—a testament to innovation and strategic execution. Winner’s work

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