Smirnoff highlights female DJs in first episode of new ‘Tribes’ series
Smirnoff decided to take part in the booming market of electronic music in 2014, launching the Smirnoff Sound Collective in order to further “contribute to the culture.” The project has since evolved into a multi-faceted affair, from inking festival partnership deals to showcasing new artists who demonstrate great promise in their rise within the industry.
Their newest venture is a documentary series called Tribes, where the brand aims to “dive deep into some of the world’s most interesting music collectives that are fostering diversity and inclusivity within dance music.” Tribes begins its coverage with the female collective Discwoman, founded in New York City. Discwoman’s mission of course is to promote gender equality in dance music and to make female-made music and gigs more accessible to the general public in an otherwise male-dominated scene.
The above video interviews its founders and several leading women DJs including The Black Madonna and Nicole Moudaber as it documents an event thrown by the collective in New York City.