The Recording Academy has launched a new campaign titled “We Are Music” in response to the gender bias backfire that took place after this year’s GRAMMY awards. In 2018, only 11 of the 84 GRAMMY winners were women, with Alessia Cara being the only female artist to accept an award on air for Best New Artist.
When asked about the lack of female representation, Recording Academy president Neil Portnow said that female artists need to “step up” so that they would be considered. ”It has to begin with women who have the creativity in their hearts and souls, who want to be musicians, who want to be engineers, producers, and want to be part of the industry on the executive level,” he said. “They need to step up because I think they would be welcome.”
His remarks were not received, and it was revealed in May that Portnow would be stepping down when his contract ends next year – although the reasons are not specified. Now, the Recording Academy has launched a video for “We Are Music,” which aims to make it more fair for female artists. The video features H.E.R. making a track with producer Swizz Beatz, engineer Ann Mincieli, music director Rickey Minor and producer Chad Hugo.
Watch the “We Are Music” launch video above and see how the GRAMMY awards expanded nominees from five to eight for major categories.