SeeHerHearHer: How the Brand Marketing Collective Can Support Women in Music

This week, we had our SeeHer In Action Year End Member Meeting. Despite a challenging year for everyone, and a very difficult year for the music industry – SeeHerHearHer has realized incredible momentum. I am very proud to lead this task force in partnership with Jennifer Breithaupt.

Many brands have joined this movement with the shared belief that the brand marketing collective can make an impact on this industry. By using their own channels and platforms, brands are stepping up to support women and girls in music.

There have been many successes to point to this year:

• Awards created exclusively for females
• Demand for agency partners to create campaigns that include the voices of females
• A call on festivals and events to diversify lineups
• Mentorship platforms – created and supported
• Support to established female artist who are leading and paying it forward

 I can personally share that, while celebrating female voices has long been a commitment at Verizon, being a part of the SeeHerHearHer movement has led to some really positive actions for us.

• We made a conscious pivot in our music program to pull female artists forward.
• One of the best examples is the virtual concert series we launched for our Verizon Up members with all all-female line-up of artists.
• Maren Morris kicked off the concert series with a first-ever, multi-city virtual tour, hitting Nashville, New York, Los Angeles, Atlanta and Dallas.
• We gave Verizon Up members access to Billie Eillish’s Where Do We Go livestream
• We've hosted additional more intimate concerts with artists including Brittany Howard, Brandi Carlile, Erykah Badu, Jessie Reyez and Kelsea Ballerini and we’ll close out the series at the end of the month with Chloe x Halle.

We’re incredibly proud of this program and its impact and plan to continue to double down on opportunities to celebrate and amplify women in music.

While we can’t possibly solve all the problems of the music industry – we can as marketers make different choices when we select music, form partnerships that create awareness, and only sponsor and participate in events that have 50/50 representation. We can also support awareness of the lack of representation and create opportunities for mentorship. We can effect change.