Award-Winning Qualitative Research
// Challenge
The Jaguar Foundation, supported by Sony Music UK Social Justice Fund, were looking to continue their mission of making electronic music a more equal scene for emerging creatives. They wanted to produce and publish a report on the challenges facing UK electronic music artists, through the lens of gender.
// Methodology
It was important that this report was robust enough to stand up to existing bias and prejudice in the industry. I created a research plan that included both quantitative and qualitative methodologies, covering the major areas of the industry, such as live music, streaming, radio airplay and chart success.
Over a seven month period, Sony Music UK Insight team led on quantitative research, while I was project and qualitative research lead. We interviewed a range of people in the industry, including artists, across a range of backgrounds, ages and genders, ensuring an inclusive sample. Once all of the research was complete, I was the primary author of the report, working with team members for final edits.
// Outcome
The report was designed, and then published at www.thejaguarfoundation.net, with a subsequent launch event at Sony Music HQ. This included a presentation from Jaguar herself, and a panel hosted by me, with guests including Hannah Shogbola (UTA) and Negla Abdela (Ministry of Sound). The media coverage was broader than we imagined, including coverage in trade press, such as DJ Mag, Mixmag and Music Week, and national platforms, including Sky News, BBC Woman’s Hour, BBC News, and the Guardian. It also received a huge amount of support across social media, with many artists and collectives sharing the findings with their own audiences.
The report has since won a Silver Anthem Award in the Diversity, Equality & Inclusion category 2024.