![]() Half of the labels surveyed say those female artists make up more than 40 per cent of their top 10 performing artists despite representing 25 per cent or less of the labels’ entire catalogue. The same rings true for listeners, where around half of the non-mainstream music listeners do not listen to local non-mainstream female artists as they are not aware of any. 86 per cent of the labels surveyed agree that there is demand for Arab female artists, yet finding new female artists to sign remains challenging. High demand for female-driven Arab music but limited access. A quarter of the aspiring artists surveyed believe female stereotyping is making it difficult for them to break into the music industry, where one in two aspiring female artists have never recorded music, limiting their exposure and source of income to only live performances. Half of the labels surveyed believe the ratio of female to male Arab artists had declined in the last 10 years due to sociocultural restrictions and female stereotyping. Around 60 per cent of aspiring female artists feel stigmatised for pursuing a career in music, where one in two aspiring female artists say they were advised against it. ![]() With findings showing there is still a long way to go to level the gender playing field in the region’s music industry, Spotify saw the need to launch SAWTIK.ĭata highlights the challenges for emerging female artists in MENA Recognising the scarcity of female artists in the MENA music industry, Spotify conducted region-wide research collecting insights from across the music ecosystem. SAWTIK debuts with an impressive line-up of 16 talented voices from the region and Arab superstar Latifa joins as the initiative’s first-ever godmother. ![]() With female artists comprising less than 13% of those signed by MENA-based labels in the past five years, SAWTIK, which means “Your Voice,” will use Spotify’s reach to raise their visibility, while offering them education, networking opportunities and marketing support. Do you want to see the future? Sign up for Campaign’s Marcomms360 Predictions 2021 virtual event on December 14-15. Spotify, the world’s largest audio platform, launches ‘ SAWTIK’, an initiative to celebrate and amplify the voices of emerging unsigned female artists in MENA, following research that unveiled their deepening underrepresentation in the region’s music scene.
0 Comments
Leave a Reply. |