2% Choir
The reality is less than 2% of all popular music is produced by women. The Recording Academy wants to change that. #WomenInTheMix is an initiative that brings more women to production and engineering roles. In this stripped-down film, a fifty-woman-strong, all-female choir performs a choral arrangement of Alicia Keys’ single Underdog, just two days after it debuted. One by one, they sit down in silence until only one woman – the 2% – remains. With this inspiring message and a creative and production team of almost all women, TBWA\Chiat\Day created a film to bring recognition to this music industry gender gap.
- Sound Design & Use of MusicAdapted Music
Country
- United States
Client
- The Recording Academy
Production Company
- Radical Media
Advertising Agency
- TBWA\Chiat\Day Los Angeles
Chief Digital & Marketing Officer
- Lisa Farris
Managing Director
- Eve Kornblum
- Mazen Alawar
- Jennifer Sofio Hall
Marketing Director
- Charles Mills
Chief Creative Officer
- Renato Fernandez
Group Creative Director
- Jason Karley
Head of Art
- Bruno Regalo
Creative
- Nic Buckingham
- Gabriel Miller
Director of Production
- Anh-Thu Le
Associate Producer
- Josh Levion
Production Coordinator
- Jessie Glenn
Director of Business Affairs
- Robin Rossi
Account Director
- Pamela Lloyd
Account Supervisor
- Sharon Hsu
Associate Brand Manager
- Raquel Devariel
Senior Project Manager
- Tim Tontz
Chief Strategy Officer
- Simon Wassef
Associate Planning Director
- Iyana Sarrafieh
Junior Strategist
- Alana Gleason
Content Strategist
- Ty Harris
Director
- Mollie Mills
Producer
- Jenny Bright
- Adam Parker
- Magdelena Czmuda
- Sarah S Laborde
Director of Photography
- Jordan Buck
Executive Producer
- Thatcher Peterson
- Patrick Nugent Kim Christensen
- Jim Bouvet
- Shada Shariatzadeh
President
- Frank Scherma
Editor
- Alyssa Oh
- Lauren Dellara
Assistant Editor
- Shelly Rose
Head of Production
- Dre Krichevsky
Creative Director
- Kelly Bayett
Music & Sound Composer
- Alex Lilly
Colourist
- Gregory Reese
The reality is less than 2% of all popular music is produced by women. The Recording Academy wants to change that. #WomenInTheMix is an initiative that brings more women to production and engineering roles. In this stripped-down film, a fifty-woman-strong, all-female choir performs a choral arrangement of Alicia Keys’ single Underdog, just two days after it debuted. One by one, they sit down in silence until only one woman – the 2% – remains. With this inspiring message and a creative and production team of almost all women, TBWA\Chiat\Day created a film to bring recognition to this music industry gender gap.