As leaders in audio and media, Pandora is spotlighting the gender divide through "Pandora Presents Pass the Mic," a new Pandora for Brands' social initiative. Throughout 2020, Pandora will celebrate talented and innovative women with podcasts, interviews, music and articles. The objective is to raise awareness about equality, as well as to reflect on progress and accomplishments.
"As an industry leader, it's crucial that we put a spotlight on these issues and set an example for others to follow," says Crystal Park (pictured at top), Pandora's vice president of industry and experiential marketing. "You have to make a conscious effort to bring women and underrepresented groups to the forefront of the conversation, so others can find mentors and inspiration and follow in their footsteps."
Audio is the common thread that connects all of the elements. For music fans, Pandora created a music channel featuring female artists. "Pandora Presents Pass the Mic" content will run on the Pandora for Brands website and across its social channels.
Also, Pandora for Brands' podcast is dedicating special episodes to accomplished women, including fashion designer and podcast host Rebecca Minkoff, as well as short interviews with female leaders such as Pandora/SiriusXM chief marketing officer Denise Karkos, Wanderful founder Beth Santos and Pandora senior vice president for ad innovation Lizzie Widhelm. Other interviews feature women's advocate Lauren Leader, composer Tamar-Kali and transgender rapper Quay Dash. These women discuss the challenges they've faced, their personal and professional accomplishments, and how audio fits into their lives.
Even before COVID-19 upended the economy, women have been struggling for decades to receive equal pay and comparable job opportunities. Women make up about half of the workforce; however, on average, they earn on 79 cents to every $1 that men bring home, according to a study by Glassdoor and McKinsey & Co. Also, for every 100 men who make the jump to manager, only 79 women are promoted, the study reported.
Within the audio industry, the workforce skews heavily male, with men making up about 70 percent of industry positions, according to Women in Media. That is an imbalance that Pandora simply can't ignore, Park says. "We hope to inspire women to follow their passion — be it in sound engineering, producing, songwriting, advertising or whatever it is," she says.
"Pandora Presents Pass the Mic" launched on International Women's Day (March 8), a fitting day to kick off a celebration of women. Throughout 2020, the campaign will tie content into cultural moments and events, including Black Music Appreciation Month, Pride Month and Hispanic Heritage Month.
With small businesses struggling to stay afloat, Pandora is giving extra attention to small business owners and women entrepreneurs. Pandora plans to record interviews with several female innovators and business leaders, including Beatrice Dixon, founder of feminine hygiene products company The Honey Pot, and Stacy Lambatos, creator of wellness program provider Caya Studios, among others.
"Our industry depends on the diversity of voices and perspectives to deliver truly all-encompassing, truthful and captivating content," Park says.
In recent years, women have made some progress toward closing the wage gap and moving up the corporate ladder. But there is still plenty of work to be done. Mentorship programs and robust women's organizations are essential to uniting, educating and advancing women.
Additionally, companies need to make a commitment to reshaping their workforce if they are to replace the so-called "broken rung," where women stall because they aren't promoted, with a sturdy one, Park believes. "It has to start from the top down," she says. "You can't have an all-white male board and expect the rest of the company to be a diverse, all-inclusive culture."
As women soldier on, Pandora is quite literally passing the microphone from one accomplished woman to another to rally support for those earlier in their career journey. Park says women need to learn from shared experiences and celebrate each others' accomplishments. "As a woman, you will face obstacles and challenges that our male counterparts may not," she notes, "but we are in this together and can rely on each other for advice and inspiration."
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