Turn the dial
A bold call to reshape music from the inside out.
Contributions
Strategy — Concept — Creative Direction — Creative Production
Business challenge
Only 2.8% of popular music is produced by women.
That gap isn’t just a number, it’s a loss of voices, stories, and possibility. If Sound is Power, as stated by Bose’s new brand belief, then those creating it must reflect the diversity of those listening. Anything less is an injustice.
Strategic approach
To help close the gap, we needed more than content or a campaign. We needed a catalyst. One that changed minds, created space, and inspired a new generation to ask: why not me?
At every touchpoint, we centered visibility, authenticity, and momentum. We teamed up with culture-shaping artists like H.E.R., PinkPantheress, and WondaGurl, forged new partnerships with Billboard, She Is The Music, and Porsche, and designed a sustained platform that could inspire change across the music industry, starting in the studio, and radiating outward.
Our solution
We created an initiative called Turn the Dial. Through a combination of awareness and action, this platform amplified female and non-binary producers to increase representation behind the music.
We launched with “Call Me A Producer,” a hero campaign featuring trailblazing artists and producers. They even co-created an original track on site, inspired by the cause. Behind the scenes, we invested in long-term impact by creating the Sound is Power Impact Board with She Is The Music to help build career pipelines. In addition we:
Donated production kits to a music focused non-profit to support aspiring producers.
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.
Outcome
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
