Turn the dial
A bold call to reshape music from the inside out.
Turn the Dial
Only 2.8% of popular music is produced by women. To help close that gap, we needed more than a campaign. We needed a catalyst, one that could shift perceptions, create opportunity, and inspire a new generation to ask: Why not me?
We created Turn the Dial, a platform designed to open real pathways into music production for women and non-binary creators. Together with culture-shaping artists like H.E.R., PinkPantheress, and WondaGurl, and partners including Billboard and Porsche, we brought the movement to life.
We launched with "Call Me a Producer," a hero campaign featuring trailblazing artists and producers, who came together to co-create an original track inspired by the cause. Beyond the campaign, we invested in lasting impact by establishing the Sound Is Power Impact Board with She Is The Music to help build the career pipelines the industry has long lacked. In addition we:
Launched a new award at Billboard Women in Music: Producer of the Year.
Hosted a panel at SXSW in partnership with Porsche to drive industry conversation forward.
Donated production kits to a music focused non-profit to support aspiring producers.
Turn the Dial became a rallying cry, for the industry, for audiences, and for producers-to-be. The campaign outperformed benchmarks and got industry recognition:
Shorty Award Finalist for Social Good 2024
+34% above CPV benchmark across digital media
YouTube: 64% stronger view rate than platform norms
TikTok: +7.9% ad recall lift; 23% above benchmark engagement rate
Facebook/Instagram: +6–8% ad recall lift
