Breaking News Bar

Business News and Information

Smirnoff Sound Collective Celebrates International Women's Day With The Premiere Of A New Documentary Showcasing Female DJ Talent Around The World

NEW YORK, March 8, 2016 /PRNewswire/ -- In celebration of International Women's Day today, the Smirnoff Sound Collective, the SMIRNOFF™ brand's international music platform aimed at being the biggest contributor to electronic music culture, launched a new documentary entitled "Tribes: DISCWOMAN."

Experience the interactive Multimedia News Release here:

Last night, the Smirnoff Sound Collective hosted premiere events at Mixmag Sound Labs across the world in cities including New York City, Los Angeles, Sydney, and London that featured live DJ sets by all-female line-ups. Complimentary SMIRNOFF™ vodka cocktails were served as attendees enjoyed the music and drinks, responsibly.

The New York City premiere event also hosted a dialogue between DISCWOMAN co-founders Christine Tran, Frankie Hutchinson and Emma Burgess-Olson, as well as DJs Umfang, DJ Haram, Volvox and Tygapaw. The discussion focused on highlighting points made throughout the documentary about the role of women in electronic music culture, and the inclusive nature of electronic music in general.

The 12-minute documentary, which can be viewed here, follows the three co-founders of DISCWOMAN, a New York-based female DJ collective and booking agency, as they share their perspectives on the role women have played within electronic music. The Smirnoff Sound Collective produced the documentary to recognize DISCWOMAN's efforts to make electronic music culture more inclusive, which is the purpose of the collective. Also celebrated in the documentary are the shared views of world-renowned female-DJs such as Black Madonna, Nicole Moudaber, Star Eyes, Sandunes, Demian Licht, and Nina Sonik.

"The Smirnoff Sound Collective has made a commitment to becoming the biggest contributor to the inclusive nature of electronic music culture," said Justin Medcraft, SMIRNOFF Global Senior Brand Manager. "With today being International Women's Day, we are fulfilling that commitment by using our global platform to celebrate diversity in a way that inspires positive conversation within music and how the culture truly becomes better when everyone is included."

While much of the conversation over the past few years surrounding female DJ talent has focused on issues of equal pay and opportunities for female DJs, the Smirnoff Sound Collective has decided to use International Women's Day as a worldwide celebration of female DJs. The story told in "Tribes: DISCWOMAN" flips the script with a new narrative that sheds light on the incredible energy and eclectic sense of style that female DJs contribute to the scene.

"The Smirnoff Sound Collective's goal of telling an inclusive and diverse story about female DJs is something we decided to join forces with because the work we do is more than just about us," said Frankie Hutchinson, DISCWOMAN co-founder. "It's about an awesome community of women who have great talent and deserve their stories be shared and celebrated."

"Tribes: DISCWOMAN" is available for viewing on the Smirnoff Sound Collective's YouTube page.  For more information and updates, check out the Smirnoff Sound Collective's social media channels including Twitter, Instagram and YouTube.

In addition to today's premiere of "Tribes: DISCWOMAN," the Smirnoff Sound Collective will be providing DISCWOMAN a stage in Miami on March 19 where they will present an all-female line-up of performances by Laura Jones, Honey Dijon, and Tokimonsta. DISCWOMAN's line-up will be just one of many during the Smirnoff Sound Collective's four-day event from March 16 -19, which is free to consumers 21 years of age and older. 

Smirnoff Sound Collective wants to remind music fans that whether you're mixing music or cocktails, to do so responsibly.

About Smirnoff Sound Collective
The Smirnoff Sound Collective is SMIRNOFF™ brand's international music platform that aims to become the biggest contributor to the inclusive electronic music culture. The Smirnoff Sound Collective will achieve this through the development of short-form and long-form content pieces that share inclusive stories told through music, artist collaborations and by hosting unique experiences that bring artists and fans together. The Smirnoff Sound Collective is also a sponsor of Mixmag Labs across the world in cities including New York, Los Angeles, London and Sydney.

The SMIRNOFF brand that boasts the world's number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia. As the most awarded vodka brand in the world, SMIRNOFF has always been known for quality and is enjoyed responsibly in 130 countries around the world. For more information, log on to

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at Visit Diageo's global responsible drinking resource,, for information, initiatives, and ways to share best practice.

Follow us on Twitter for news and information about Diageo North America: @Diageo_NA.

Celebrating life, every day, everywhere.

Founded by Frankie Hutchinson, Emma Burgess-Olson and Christine Tran, Discwoman is a New York-based platform, collective, and booking agency—representing and showcasing cis women, trans women and genderqueer talent in electronic music. Started as a two-day festival in September 2014 at Bossa Nova Civic Club Discwoman has since produced and curated events in 10 cities—working with over 150 DJs and producers to-date.

Jim Sias                 

Carla Clunis






Traits plays for a crowd at the Mixmag X Smirnoff Sound Collective Lab in Sydney, Australia in support of International Women’s Day alongside Mixmag presenter Sarah Lamptey


DISCWOMAN co-founder Christine Tran speaks about the influence of women DJs on electronic music culture during a panel supporting the launch of the Smirnoff Sound Collective’s documentary Tribes: DISCWOMAN


DISCWOMAN co-founders Frankie Hutchinson, Emma Olson-Burgess and Christine Tran celebrate International Women’s Day with the premiere of Smirnoff Sound Collective’s documentary Tribes: DISCWOMAN

To view the original version on PR Newswire, visit:

SOURCE Diageo plc

Data & News supplied by
Stock quotes supplied by Barchart
Quotes delayed at least 20 minutes.
By accessing this page, you agree to the following
Privacy Policy and Terms and Conditions.
bottom clear