Of all songs on the Billboard Top 100, only 2.8% are produced by women. We want to live in a time when the people creating music reflect the diversity of the people listening to music.
At Bose, we believe that sound is the most powerful force on earth, yet it will never reach its full capacity unless we Turn the Dial to create greater access and equity in music production.
Our Turn The Dial initiative is focused on addressing the barriers causing this deficit by bringing awareness to the issue and providing new opportunities for women and non-binary music producers to create music.
We partnered with Porsche and She Is The Music to offer studio time to both veteran and emerging female producers alike. We paired them up with some of today’s chart-topping talent, and we captured it all on camera. The result was our launch campaign spot and our Turn The Dial Sessions, an ongoing YouTube series that invites a producer and pop artist in the studio to make a track in an afternoon together .
This campaign is designed to build meaningful and lasting relationships and opportunities for women in music. Our ultimate objective for this campaign and series is to be participants in driving change, so that this 3% number becomes a statistic of the past, and young and aspiring producers can see themselves reflected by these makers on display.
Every part of this campaign was designed to champion female and non-binary producers in the music industry, and inspire current and future generations of bedroom producers to ask the question, “Why not me?”
Our hero spot, “Call Me a Producer,” which kicked off 2023’s Women’s History Month, launched the first phase of our Turn The Dial campaign. We partnered with trailblazing artists and producers H.E.R., PinkPantheress, BLOND:ISH and WondaGurl to highlight the importance of female and non-binary producers.
Next, we set out to sustain our campaign with a documentary-style YouTube series, Turn the Dial Sessions. Working across UK and US markets, we partnered with She is the Music to hand-select artists and producers who would be excited to craft a song together. We have published two episodes to-date. In both of our sessions—the first with UK pop star Anne-Marie, and the second with Grammy Award-winning pop jazz star Laufey—the artists worked with established and emerging producers to build out a song from scratch in one afternoon.
Our concept required nuanced leadership from our director to facilitate the unscripted dialogue where our talent could candidly share their own experiences in the music industry. To best serve our mission and the environment we wanted to create on set, we staffed a majority female creative team and production crew.
Both episodes are designed to drive awareness around this disparity and inspire women to explore music production as a viable career path in the music industry.The producers and artists working together in one afternoon show just how capable, brilliant, and necessary female representation is in this space.
Our media campaign was designed to achieve measurable brand and topic awareness about the lack of women in music production.
Our 30s “Call Me A Producer” launch campaign spot ran across YouTube, Meta, and TikTok, and vertical placements and outperformed our benchmark by 34%, driving 39% more efficient CPV than benchmark.
The YouTube series campaign drove strong media results across platforms with average video view rates 21% above benchmark, and engagement rates 140% stronger than average. At the brand level, we saw ad recall increases across platforms (see below for metrics). With all social activations driving positive lift –
TikTok placements drove VVRs 7% above benchmark and ER was 23% above benchmark. YouTube placements garnered a rolled up video view rate 64% stronger than platform benchmarks.
Overall, users exposed to Bose’s Turn The Dial initiative were able to recall the content, the assets in market, and feel more favorable about Bose’s presence in the industry and in their mission to empower women in music.
After less than one week live in market, Laufey’s original song produced during her “Turn The Dial Session,” “Only Mine,” accrued 200,000 organic YouTube views with an 8% engagement rate.
