Up-and-coming talents that represent a spectrum of different backgrounds will be offered invaluable guidance from accomplished mentors curated from all sides of the electronic music industry to help the next generation of artists succeed and navigate their growing careers.
“It’s quite remarkable to us that last year only 10% of electronic music headliners were women," Justin Medcraft, SMIRNOFF Global Senior Brand Manager said. "When you look at other communities such as the African American community and the LGBTQ community, you find a similar lack of representation throughout the industry. With the mentorship program, our ambition is to make an impact in diverse representation within electronic music."
The year-long program includes two special retreats that bring our artists and mentors together face-to-face to learn and discuss with one another and create new experiences. Artists, both seasoned and new, will share studio time and collaborate on inspiring new tunes that'll later be released by the Smirnoff Sound Collective.
It's time to get to know the new faces of electronic music and shift the dial.
Originally hailing from New York, Gina Turner grew up with the NYC House sounds of clubs like Shelter and Sound Factory. Drawing inspiration from places such as these, she moved to Boston and gained her own radio shows on 88.9 WERS and 99.9 WECB. She soon became a staple in the Boston club scene and then in 2006 moved to Los Angeles. In LA she formed the DJ duo STACCATO and continued with radio and club, and founded an afterhours movement called MAJOR. Gina has extended her talents across the pond and has played in such cities as Oslo, Brighton, & Paris. She has caught the attention Laidback Luke, Zoo Brazil, Switch & many other European/American producers/DJs, and with that comes collaborations that are legendary.
Video Production : Bespoke Kollektiv [Rocky Ramniceanu / Zach Becks / Oliver Correa / Sam Finzi / Yurek Akbar / Marian Shen]
Photo Credit: Zeyad Gohary