Smirnoff announce 'Equalising Music' Initiative

Smirnoff announce their own bold intention to both shine a spotlight on the achievements of women and women-identifying talent in electronic music, and launch an international call to action to escalate gender parity with their ground-breaking “Equalising Music” initiative.

Smirnoff has a three-year strategy and a multi-million-pound budget, using their influence to enlist talent and organisations who are not only recognised for their credibility in electronic music, but also for championing this cause independently, Smirnoff’s first step has been to secure a pledge from these leading gatekeepers best placed to help fight the cause for gender parity.

The project brought together two pioneering DJs who are leading the fight for gender equality through inclusive electronic music collectives from opposite sides of the world. Smirnoff follow The Black Madonna, founder of America-based all-woman DJ festival, ‘Daphne’, and DJ Rachael, a prominent East African DJ and founder of the DJ collective, ‘Femme Electronic’, as they journey from the streets of Kampala, Uganda to a Daphne event in Chicago.

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Grahame Farmer

Grahame Farmer’s love affair with electronic music goes back to the mid-90s when he first began to venture into the UK’s beloved rave culture, finding himself interlaced with some of the country’s most seminal club spaces. A trip to dance music’s anointed holy ground of Ibiza in 1997 then cemented his sense of purpose and laid the foundations for what was to come over the next few decades of his marriage to the music industry.