Music ticketing app Dice has launched a new marketing campaign alongside clothing company Bershka to push towards more inclusive live shows with more diverse acts being featured.
The Moved by Music initiative is initially working with Pxssy Palace (the club night which describes itself as being for “queer women, trans, non-binary and intersex BIPOC”), DLT (Days Like This) (daytime event promoters in London) and Bresh (Latin American party organisers).
There will be two events involving Bresh in Ibiza and Milan this summer, with Dice saying it will pick emerging acts from around the world – as well as working with a range of promoters and live events globally – to put on exclusive shows and create content for the campaign.
DJ TSHA is the first UK ambassador for Moved by Music who partnered with Argentinian singer María Becerra to create playlists for International Women’s Day and Women’s History Month
“Moved by Music is a platform to discover emerging artists and scenes pushing the culture forwards – all carefully chosen by the tapped-in tastemakers at Bershka and Dice,” explains the official site. “Through curated mixes and world-class events, discover who’s making waves with their sound and style.”
Steve Proud, Dice’s head of community partnerships, added, “Moved by Music is designed to bring together music, fashion, culture and community in a brand new format. This campaign will give fans the chance to access exclusive content, playlists and events from some of the most exciting artists and parties around the world.”
The importance of such initiatives cannot be overstated. Each year when festival bills are announced, the same problems of under-representation are often made all too apparent. Even Glastonbury found itself in the crosshairs when it announced this year’s headliners (Elton John, Arctic Monkeys, Guns N’ Roses), with co-organiser Emily Eavis suggesting there is a macro artist development problem that needs to be fixed.
“We’re trying our best so the pipeline needs to be developed,” she told The Guardian. “This starts way back with the record companies, radio. I can shout as loud as I like but we need to get everyone on board.”
In its own way, Move by Music is hoping to develop this new (diverse and inclusive) pipeline.
