Only 2% of popular music is produced by women. Two percent. That’s terrible. RadicalMedia’s director Mollie Mills teamed with TBWA\Chiat\Day LA to create Underdog, a promo spot for The Grammys. This video highlights an all female choir performing Underdog by Alicia Keys. The choir is made up of women of all ages, colors and body types.
This powerful new promo shines light on the sobering fact and we should strive for change. This is beautifully shown through women sitting down and only one woman left standing, representing the 2%.
The message is clear and shown through the storytelling of music. This represents The Grammys and womens’ voices well, especially being directed by a woman and by displaying strong female empowerment through music.
Song Chorus: “So I sing a song for the hustlers trading at the bus stop Single mothers waiting on a check to come Young teachers, student doctors Sons on the frontline knowing they don’t get to run This goes out to the underdog Keep on keeping at what you love You’ll find that someday soon enough You will rise up, rise up, yeah” “Underdog”
The song was written by Alicia Keys Amy Wadge Ed Sheeran Foy Vance Johnny McDaid Jonny Coffer. Watch below:
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CREDITS:
CLIENT: Recording Academy
- Lisa Farris, Chief Digital Officer
- Mazen Alawar, Managing Director of Marketing
- Charles Mills, Marketing Director
AGENCY: TBWA\Chiat\Day, Los Angeles
- Renato Fernandez, Chief Creative Officer
- Jason Karley, Group Creative Director
- Bruno Regalo, Head of Art
- Gabriel Miller/Nic Buckingham, Creatives
- Anh-Thu Le, Director of Content Production/Producer
- Josh Levion, Associate Producer
- Jessie Glenn, Production Coordinator
- Robin Rossi, Director of Business Affairs
- Pamela Lloyd, Account Director
- Sharon Hsu, Account Supervisor
- Raquel Devariel, Associate Brand Manager
- Tim Tontz, Senior Project Manager
- Simon Wassef, Chief Strategic Officer
- Iyana Sarrafieh, Associate Planning Director
- Alana Gleason, Junior Strategist
- Ty Harris, Associate Content Strategist
PRODUCTION COMPANY: Radical Media
- Mollie Mills, Director
- Magdelena Czmuda, Producer
- Jordan Buck, Director of Photography
- Jim Bouvet, Executive Producer
- Frank Scherma, President
EDIT: Rock Paper Scissors
- Lauren Dellara, Editor
- Alyssa Oh, Editor
- Adam Parker, Producer
- Shelly Rose, Assistant Editor
- Shada Shariatzadeh , Executive Producer
- Dre Krichevsky, Head of Production
- Eve Kornblum, Managing Director
VOCAL ARRAGEMENT & MIX: Barking Owl
- Kelly Bayett, Creative Director
- Alex Lilly, Music Arranger
- Matt Keith, Mixer
- KC Dossett, Producer
- Brad Beasley, Assistant Mixer
COLOR: A52
- Gregory Reese, Colorist
- Aaron Flickinger & Corey Martinez, Assistant Color
- Jenny Bright, Producer
- Thatcher Peterson, Executive Producer
FINISHING: A52
- Noah Poole, Online Editor
- Sarah S Laborde, Producer
- Patrick Nugent / Kim Christensen, Executive Producer
- Jennifer Sofio Hall, Managing Director
SOURCE: RadicalMedia
