Music matters. In so many ways. It liberates us. Connects us. It creates powerful memories that last. In 2020 the pandemic hit and music mattered even more. Overnight, a global industry stopped dead. The sounds, culture and community that had been so vital were put on hold.
Now, as dancefloors are starting to reopen. Fans beginning to reconnect. We’re all set to go again; to dance, sweat and feel those moments that bond us. But last year taught us something else. The need for a cultural reset. A generation of young people started speaking out against discrimination like never before.
Since 2014 Ballantine’s Scotch whisky has supported 500+ artists, across 50+ True Music events, in over 30 countries around the world. Championing diverse talent and underrepresented music communities around the world through its True Music platform.
We have commissioned this report to listen and learn. To mark our own commitment to making music culture safer and fairer for all. We explore the actions we can take. We start to see what more inclusive dancefloors can look like.
Music matters. So does this.