Bumble, The Media Nanny, ID&T & Astralwerks Join Forces For International Campaign
Bumble joins forces with The Media Nanny, ID&T and Astralwerks to launch “Making Moves In Music” // An international campaign to combat gender inequality within the electronic dance space
Bumble, the women first social connection app with over 43 million users worldwide, announces it is joining forces with a suite of the most reputable platforms in the music industry to challenge and campaign for more females to enter the dance music industry. Their first move is to offer an upcoming female DJ the opportunity to perform at Mysteryland 2019 and to work with renowned electronic music label Astralwerks.
The music industry still continues to be heavily male-dominated, there is a 46% pay gap among leading global music businesses and according to research conducted by Pitchfork earlier this year, only 19% of major festival lineups this year were female. The campaign aims to increase this figure by raising awareness and providing an opportunity for women to enter the DJ space.
“Making the first move into this incredibly competitive industry is challenging, but certainly rewarding,” says José Woldring, CEO and Founder of The Media Nanny, one of dance music’s foremost Global PR agencies. “Making Moves in Music is about creating more accessibility for upcoming female artists and supporting them along the way with the knowledge, networks and experience of other amazing human beings in this industry”.
Bumble was founded upon empowering women to make the first move, in a bid to rewire traditional stereotypes and expected behaviour – and rebalance traditional expectations of gender roles. This campaign hopes to not only raise awareness of the gender imbalance within the industry – but actively and tangibly shift the dial. Whether you’re a producer, or a performer, a single artist or part of a collective – Bumble wants to hear your music.
Louise Troen, VP of International Marketing & Communications at Bumble said ‘As a brand, our mission is to end misogyny by empowering women to go after what they want. This message, coupled with campaigns that can propel actual change through opportunity, is crucial to shift the dial of gender inequality. We’re so thrilled to have ID&T and Astralwerks on board to really offer this once in a lifetime opportunity to women in the Netherlands. We know there is so much talent out there, and we’re committed to finding and championing it’
Made possible by Bumble’s partners – ID&T, known for organizing the world’s biggest electronic music festivals such as Mysteryland, Sensation, Tomorrowland and more, will offer the opportunity for the winner to play along an all-star lineup. whilst Astralwerks will provide the winner with A&R, creative, marketing & digital support from their globally recognized label.
ID&T’s Rosanne Janmaat: “Being one of the leading festival producers for more than 25 years, we applaud this initiative and are more than excited to play our part. We are happy to join forces with renowned partners Bumble, The Media Nanny and Astralwerks and are confident that true talent will be selected and given the opportunity to grow rather than trying to reach certain gender quotas.”
“Astralwerks is so excited to be partnering with Bumble, ID&T and The Media Nanny to help find and nurture the next era of female DJ’s. Everyone on our team is fully committed to supporting new talent and working with them to present their vision to the world.” says Toby Andrews, General Manager.
Bumble officially launched in the Netherlands this September and Making Music Moves will be their first official campaign activated within the Dutch market – renowned for being the homeland to electronic music and producing some of the worlds best DJs.
The campaign will initially be European focused with an ultimate vision of shifting the gender imbalance seen on our main stages and festivals today.
Applications for the initiative will open December 3rd and more information can be found by following Bumble Netherlands on Instagram @bumble_netherlands.
Since its launch in 2014, Bumble has grown to become one of the most relevant social networks worldwide. Today, Bumble, the “female first” app with over 43 million users, connects people across dating, friendship and professional networking. No matter the type of relationship, women make the first move on Bumble. Bumble recognises the importance of relationships and how crucial they are to a healthy, happy life. They’ve built their platform around kindness, respect, and equality – and their users play an important part in that. Bumble holds its users accountable for their actions and has zero tolerance for hate, aggression or bullying. Bumble is available in 160 countries. Since 2014, Bumble has facilitated over half a billion women-led first moves and over five billion messages sent. Bumble is free and available in the App Store and Google Play Store
About The Media Nanny:
Founded by José Woldring in 2008, The Media Nanny has grown from a one-woman operation to one of the most prominent PR agencies in the electronic music scene, globally. In recent years, the company has expanded to represent high-profile clients across various industries, offering a boutique service in the worlds of entertainment, fashion, sport, hospitality and B2B services. Championed for storytelling, concept creation, strategy development, brand partnerships, artist and event management, the youthful team is recognised for keeping on the cutting edge of new opportunities and platforms. From Grammy award-winning stars to the most significant underground acts worldwide, through to festivals, music labels, sports stars, brands and restaurants, The Media Nanny’s diverse and distinguished client roster speaks for itself.
Established in New York City and now finding its new home in the historical Capitol Records Tower in Los Angeles , Astralwerks was the brainchild of staffers at Caroline Records who saw an opportunity for a label focused on the emerging electronic and ambient scene. Having reached a milestone of 25 years, Astralwerks has quickly become a modern, artist-first label with a true focus on nurturing talent across the electronic genre and beyond. Acting with a scalable, independent and global thinking mentality with the capability to tap into the resources of a major label, has allowed the label to retain and sign burgeoning artists such as Marshmello, Illenium, Jonas Blue, Alison Wonderland, EDEN, Sigma and Axwell /\ Ingrosso. As a testament to this pioneering approach, Astralwerks has amassed 30 GRAMMY nominations, taken home six GRAMMY Awards and have had historic releases to date from the likes of The Chemical Brothers, Swedish House Mafia, Halsey, Porter Robinson, Phoenix, Eric Prydz, Fatboy Slim and many more.
ID&T was founded in 1991, created by electronic dance music devotees who yearned for a new experience. The company nowadays is lauded for organizing the world’s biggest electronic music festivals such as Mysteryland, Sensation, Thunderdome, Trance Energy, Welcome to the Future, Amsterdam Open Air, Milkshake and Valhalla. It is the passion and devotion to the overall festival experience that has ID&T maintaining its place at the forefront of the electronic music world. As dance music genres shift and public tastes change, ID&T consistently puts itself ahead of the curve by carefully curating new concepts and events that focus on music, art & culture and sustainability. For this reason, every year, over one million visitors from all over the world visit the renowned festivals to celebrate life.