We were beyond pumped to help creative agency Cutwater discover the music for one of the videos of the campaign. Bay Area writer, editor, and production assistant Rebecca Pederson helped select the song “She’s So Cold“ by Music Dealers artist The Measles for the above spot, the driving percussion of which echoes the passion and intensity of Brawny’s featured women.
We dare you to watch a giant-sized WNBA all-star, decked out in plaid, stride into focus to the anthemic instrumentals of “She’s So Cold” and disagree with Brawny’s tagline, “Strength Has No Gender.”
The Sisterhood of the Traveling Playlist
Nothing sets the mood like music in a commercial and music in marketing plays a much more engaging role than simple background sound. The music you sync with your ad helps define the brand’s personality, influences consumer perception, and has real-world impact in society beyond the 15-seconds of airtime.
This is why it’s so important to consider syncing authentic female-driven songs by real women artists in your ads — not just for International Women’s Day or Women’s History Month.
Among these top female-driven acts are Celine Neon
, the synth-pop duo of Emily Nejad and Maggie Kubley who unleash club-ready grime-pop for the huntress; Camila Moreno
, one of the most important musicians of Chile’s contemporary Folk-Rock scene; and Psalm One
, aka Hologram Kizzie, first lady of Rhymesayers Entertainment and host of the 2016 SXSW Chicago Made Music Showcase.
The Wonderful Women of Music Dealers
In 2015, The World Economic Forum predicted that the gender gap wouldn’t close entirely until 2133 — a deplorable forecast for people around the world, regardless of industry or country.
“Everyone – men and women – can pledge to take a concrete step to help achieve gender parity more quickly,” says the official website
for International Women’s Day. “Whether to help women and girls achieve their ambitions, call for gender-balanced leadership, respect and value difference, develop more inclusive and flexible cultures or root out workplace bias.”
“Each of us can be a leader within our own spheres of influence,” the site continues, a belief we wholeheartedly agree with. In fact, nearly half of the Music Dealers staff is female, including our Senior Creative, Lead Music Analyst, Director of Finance, Marketing Manager, Major Accounts Director, and more.
We’re honored to celebrate International Women’s Day with our phenomenal family of female clients, artists, and staff — however, we also recognize that the day is about more than celebrations. As the official campaign for the holiday touts, each of us can be a leader within our own spheres of influence to work towards gender parity.
For us, that sphere of influence lies within music and marketing — lean on our expertise and let us help you commemorate International Women’s Day and Women’s History Month with music that matters. Music that affects. And, most importantly, music written and performed by real women whose songs can have a meaningful impact on the world of female audiences who will watch your ad.
In any case, what’s an international holiday without great music, right?