SOUNDS LIKE SISTERS
Key Insights
Patriarchy encourages competition because it sneakily gets women to destroy sisterhood which could challenge and threaten the system.
If we can make women who do not conform to the male gaze in being ‘sexy’ more visible, supported, and celebrated, it will change and ultimately remove the hyper-sexual expectation they face.
Problem
The music industry's exclusive presentation of female empowerment as hyper-sexual creates and promotes the damaging and harmful expectation that for a woman to be empowered and successful, she must be and appear sexy'
Idea
Replace a culture of competition with a sisterhood that acknowledges, celebrates and represents the diverse identities of female music artists.
Concept
Concept
Future Nostalgia: the powerful combination of vibrant colours and retro design features to stimulate and excite us for a future free from limitations.
Sounds Like Sisters podcast
Sister Sound Space
Sister Sound Space music discovery room
Sister Sound Space listening room
Outcome
Sounds Like Sisters, a podcast created in collaboration with Spotify, exclusively available to listen to in the Sister Sound Space, an online virtual space part of the metaverse.
My Role
Research to reveal consumer insight
Idea generation
Concept creation
Creation of final outcomes
Route to consumer
