TURN THE DIAL

BLOND:ISH Talks Inspiration Behind Bose Campaign: ‘I Want to Inspire the Future of Sound’

Other artists in the 'Turn the Dial' campaign include H.E.R., PinkPantheress and WondaGurl, who are partnering with Bose to help boost female and non-binary producers

By Tim Chan

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March 3, 2023

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The DJ and producer BLOND:ISH has always marched to her own beat (often literally) and now, she’s tapping into a new campaign to encourage other female artists to get behind the boards and dial up their voice.

BLOND:ISH (real name Vivie-ann Bakos) is one of the artists behind Bose‘s new “Turn the Dial” campaign, which seeks to create new opportunities for women and non-binary producers in the music industry. According to recent data, only 2.8% of songs over the last decade were produced by women. New findings from Bose, meantime, reveal that the number was even lower last year, with only 2.3% of the top 100 hits in 2022 produced by women.

For BLOND:ISH, the partnership with Bose was a chance to not only push for representation in the music industry, but to also build community.

“Music is energy and a universal connector, and that is why being a part of ‘Turn The Dial’ was such a natural fit for me,” she tells Rolling Stone. “In producing my own music, I too, can explore being a connector who can make sharing this energy more tangible. Through my music, I can explore endless ways to bring people back to that feeling [and] back to the energy.”

Other artists appearing in the campaign include H.E.R., PinkPantheress, and the producer WondaGurl, who all rock the latest Bose headphones and earbuds in an accompanying campaign video.

As part of the initiative, Bose is also teaming up with non-profit organization She Is The Music, to launch the “Sound is Power Impact Board.” Comprised of musicians, artists and repertoire (A&R) executives and producers, the group will review songs from new producers, in the hopes of getting them recorded and promoted to a wider audience.

“Despite progress made within the industry, there is still more work to be done to combat lack of representation of music producers,” says H.E.R., in a press release. “It’s an effort that will require collaboration from industry partners and allies like Bose, and together, we can use this platform to help and inspire the next generation of producers.”

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As for BLOND:ISH, whose ABRACADABRA record label and digital collective hosts both online and IRL artist gatherings (including a buzzed-about Paris Fashion Week party), the campaign is just another way she’s using music to bring people together.

“We love music, we live for music, we explore, share, laugh and cry over music,” she says. “It’s my power, my passion and who I am and I want to inspire the future of sound and the next generation of producers to find their own unique power with their music.”

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