Amplifying unheard voices: diversity in the music industry and music for advertising

Countless brands and agencies talk the talk when it comes to celebrating diversity; in reality, normativity is still ever-present in advertising. A lack of representation, whether deliberately or unconsciously done, excludes and marginalises voices that would otherwise reflect the richness and diversity of human experiences.  

Real diversity is mostly shaped by those who have a lived experience of silence, oppression, discrimination, harassment or bias. From erasure springs purpose, and the desire to create a more inclusive world where everyone has a voice. 

Improving diversity in the music industry – and seeing that diverse talent used in music for advertising - means amplifying voices from often silenced genders, races, ages, abilities, ethnicities, sexual orientations and cultural backgrounds. Amplifying these varied voices allows for a better perspective of narratives to be heard, challenging societal norms and improving the wider cultural landscape.  

It leads to creative work that is fresh, unique, disruptive and highly effective. Work that stands out, and has real authenticity - and with it the power to shake off the stale tropes of music for advertising.

Embracing diversity in music for advertising

Diversity 101

Diversity plays a vital role in representation and empowerment. For underrepresented communities, seeing artists who look like them, share their experiences, and resonate with their struggles can be an inspiration. Amplifying unheard voices encourages a sense of belonging as it means that silenced voices and the people behind them matter. 

 Diversity promotes empathy and understanding: sharing marginalised narratives leads to a deeper understanding of the human experience and creates more accepting societies.  

By exposing ourselves to diverse narratives and viewpoints, we can develop a deeper appreciation for the richness of the human experience. 

How diverse is the industry, really?

The UK Music Diversity Report 2022 found that while there has been an increase in the number of women in the industry since 2020, there has been a decline in the total number of people from ethnically diverse communities in the same period. 

The number of respondents identifying as non-binary/prefer not to say increased from 0.5% of respondents in 2020 to 1.7% in 2022. Of people with different abilities, 14.9% of the industry reported a disability, up from 12.2% in 2020. 

The Music Industry’s Action Plan noted the importance of improving and encouraging marginalised voices. “Organisations are nothing without their people. Diverse workplaces have better productivity, improved reputation and a greater sense of pride of place among staff. Diverse talent must be cultivated through fair hiring processes, nourished through an inclusive environment and encouraged by engaged leaders.” 

The UK Parliament’s Misogyny in Music report found that women in the music industry face limitations in opportunity, a lack of support, gender discrimination and sexual harassment and assault as well as unequal pay. These endemic issues are intensified for women with intersectional barriers, particularly racial discrimination. 

Musicians and artists from diverse backgrounds bring unique life experiences, musical influences and artistic vision. Their stories, infused with their identities and journeys, create sounds and storytelling styles that enrich the industry. 

By amplifying unique identities and voices, the industry encourages artists to explore new avenues of creativity and artistic growth. These fresh perspectives encourage audiences to discover and learn about different ways of being. 

Diversity as a lived experience 

Amplifying the voices of the underrepresented is the very foundation on which Maison Mercury Jones started. Not only are we the first music branded agency focused on representation for all, but we are also the first creative agency that’s entirely Trans+/POC/LGBTQ+/female led.  

Our activities extend beyond music for advertising to community initiatives, too. Our co-founder and creative director ILĀ is a trans+ artist, producer and vocalist, and co-founder of London Contemporary Voices (LCV), a world-leading alternative choir. The highly respected LCV is one of the most diverse professional choirs in the world, with members from a wide range of musical backgrounds and lived experiences.  

The UK’s first professional choir for trans+ people, Trans Voices, comes under the LCV umbrella. Trans Voices is a diverse group of more than 20 trans+ vocalists that was the focus of a 2022 documentary called ‘Reclaim’. 

LCV also regularly collaborates with Citizens of The World, the UK’s leading refugee choir. The 50 members represents 28 different nationalities. 

Collaborating with artists from myriad backgrounds gives ILĀ a unique perspective on the true meaning of diversity. They have witnessed fresh interpretations and slants on projects that otherwise may never have been uncovered.  

By working on cross-cultural collaborations and supporting projects that bring together artists from different backgrounds, ILĀ is providing the wider music industry – and therefore music lovers – with a more genuine frame of reference. 

“I co-founded London Contemporary Voices (LCV) in 2010 with Didier Rochard for a special show with Imogen Heap at the Royal Albert Hall,” says ILĀ.   

“Since then this community of professional vocalists has worked with more than 30 Grammy winning/nominated artists including U2, Sam Smith and Florence and the Machine, with appearances from Later… with Jools Holland and BBC Proms to iconic fashion shows with Burberry and Tommy Hilfger.  

“Singing is such a core part of who I am and when many voices come together something phenomenal happens that is greater than the sum of its parts. I often think of it as both the cause and cure to my madness! 

“In my journey with LCV and my own artist work as ILĀ, I co-founded Trans Voices with Coda Nicolaeff - a place where I could truly be myself and connect with other vocalists like me (who have become lifelong friends) - to co-create a whole new approach to using my voice.” 

There is no downside to advocating for the amplification of marginalised voices in the music industry. By encouraging artists from marginalised backgrounds to create their music we create a more inclusive and representative artistic landscape that reflects the rich diversity of society. 

We are the first music branding agency focused on a fair representation of all gender identities, underrepresented ethnicities, ages + and dis/abilities in music and marketing for brands. Maison Mercury Jones is also the first ever creative agency entirely Trans+ /POC/LGBTQ+/female led. Speak to us today.