Sephora Launches Music Collective to Champion and Invest in Diverse Artists for a More Inclusive Creator Community
In a groundbreaking move to support underrepresented and emerging musical talent, Sephora, the prestigious beauty retailer, has introduced "Sephora Sounds" – a revolutionary music collective that aims to amplify and uplift diverse voices within the music artist community. The initiative aligns with Sephora's commitment to fostering inclusivity and representation, not just within the beauty realm, but across all industries.
Since its inception earlier this year, Sephora Sounds has provided a platform for over 55 musical artists who authentically represent the broader beauty community. Impressively, more than half of the signed artists are BIPOC and female, making this collective a true reflection of diversity and inclusivity. In collaboration with SixtyFour Music, the program also financially supports artists of all races, ethnicities, religions, sexual orientations, and more.
Brent Mitchell, Vice President of Social Media and Influencers at Sephora, emphasized the company's dedication to empowering all creators, not just in beauty but also in the music industry. With social media platforms like TikTok, where sound plays a vital role, Sephora is excited to feature and amplify a diverse range of musical artists on their social platforms. This amplification creates a "sound of strength" that empowers creators of every background.
One of the unique aspects of this program is its focus on nurturing new talent and introducing fresh voices to the music scene. As a result, Sephora's social channels, including TikTok and Instagram, will now showcase the original music and soundtracks of the artists within the Sephora Sounds program. Followers will have the opportunity to listen, engage, and even reuse this music in their own content, fostering a more inclusive and welcoming musicscape.
The impact of Sephora Sounds has already been significant, with several key data points highlighting its success. Over 70% of participating artists expressed that they had never received a paid brand opportunity before joining the collective. Furthermore, 60% of the artists within Sephora Sounds reported that their fellow musical artists had also never been approached by brands. The exposure provided by Sephora's platform has also translated to tangible results, with up to a 30,000 increase in Spotify listenership within one month of an artist's soundtrack being featured in a Sephora campaign.
Tamara Credle, Head of Music Strategy at SixtyFour Music, shared her passion for this project, especially as a woman of color who has faced challenges within the music industry. Partnering with Sephora to highlight underrepresented talent has been a labor of love for her and her team at SixtyFour. The collaboration allows them to introduce audiences to music they might not have discovered otherwise, while also expanding the platforms for the artists on Sephora's Sounds influencer roster.
The Sephora Sounds artist roster is a diverse and talented group that includes artists like Abimaro, Agyakomah, Bubbs, Cyanca, Frankie Simone, Kiamo Blu, Lucian, SuperKnova, Tia P, and many more. Each artist brings their unique voice and perspective to the collective, further enhancing its mission of promoting inclusivity and representation.
As Sephora continues to grow its music collective, they are committed to partnering with more artists and amplifying even more musical voices. This groundbreaking initiative sets a powerful precedent for other brands and industries to follow, showcasing the potential to create a more inclusive and supportive creator community.
Sephora Sounds is not just about beauty, but about the beauty of diversity in all its forms – a harmonious symphony that resonates with strength and empowers artists of every background to thrive.