Can You Say Time's Up?

13 March 2018

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Smirnoff announced a new partnership with Spotify as a way of extending their “Equalizing Music” global campaign. This new partnership aims at promoting equality for female musicians around the world. Spotify’s top 10 most-streamed tracks list of 2017 did not include a single woman or female group. In response to that, and through this partnership, Spotify will launch the Smirnoff Equalizer, an API that will actively promote female musicians. The program also tells you the percentage of male and female artists you have listened to in the past six months, rendering you an equalized playlist that is tailored based off of those songs. So, you will be receiving a recommended list of new songs that are similar to your interests, but the breakdown will now be fifty-fifty in terms of gender. This protocol will actually give female musicians an equal chance in the spotlight on the streaming platform. Can you say “Time’s Up”?