'Underdog' Grammys Promo Powerfully Portrays Gender Disparity Around Music Producers

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RadicalMedia's Mollie Mills directs this choral arrangement of GRAMMY winner Alicia Keys' 'Underdog'
'Underdog' Grammys Promo Powerfully Portrays Gender Disparity Around Music Producers

RadicalMedia’s Mollie Mills directed ‘Underdog’, a promo spot for The Grammys. This promo video highlights an all female choir performing ‘Underdog’ by Alicia Keys. The choir is made up of women of all ages, colours and body types. This promo shines light on the fact that only 2% of popular music is produced by women and we should strive for change. This is beautifully shown through women sitting down and only one woman left standing, representing the 2%.

The message is clear and shown through the storytelling of music. This represents The Grammys and womens’ voices well, especially being directed by a woman and by displaying strong female empowerment through music.

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Creative Agency

Creative Agency: TBWA\Chiat\Day LA

Producer: Anh-Thu Le

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Strategist: enter name

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Production Company

Production Company: RadicalMedia

Director: Mollie Mills

Executive Producer: Jim Bouvet

DP: Jordan Buck

Producer: Magdalena Czmuda

Production Supervisor: Zoé Szmidt

Commercial Coordinator: John J. Lozada

Casting Coordinator: Iga Zawadzinska


Post Production Company: Rock Paper Scissors

Post Producer: Adam Parker


Sound Engineer: Mike Beliveau

Wardrobe Stylist: Krissie Torgerson

Make Up: Lai Zakaria

Production Designer: Laura Ochoa

Genres: Music performance

RadicalMedia US, 3 months ago