Rewind and Fast Forward: Keychange announces Impact Evaluation Report

Rewind and Fast Forward: Keychange announces Impact Evaluation Report (2018 - 2023) and unveils Keychange Manifesto 2.0 Celebrating 5 years of transformative impact and charting the path forward for gender equity in music at Tallinn Music Week in Estonia on April 4th and 5th.

• Over€2.75m invested in 306 women and gender-diverse participants since 2018 to advance their careers through cross-border collaborations 

• 97% believe that Keychange has managed to a great extent to support the artistic and business development of women and gender-diverse people in the music industry

• 87% of Keychange partners surveyed believe the initiative has considerably or somewhat considerably influenced policy, business models, funding and music industry development

• The Keychange Manifesto 2.0 - to be presented to the European Commission, is a call to action for policy-makers, legislators and music organisations to improve working conditions, implement a politics of care, increase education around gender diversity, promote increased intersectional representation and create safer spaces.

Keychange, the pioneering international initiative for gender equity in the music industry, urges the global music community to rally behind the lessons learned over five years in its Impact Evaluation Report (2018 - 2023) and to actively advocate for a brighter future in gender equity, as outlined in the new Keychange Manifesto 2.0.

The Impact Evaluation Report will be launched at the conference programme during Tallinn Music Week in Estonia on April 5th under the banner 'Rewind and Fast Forward’ - a reference to the encapsulation of the project, and the need for fast tracking change. Conducted by independent evaluator Dr Matina Magkou the report delves into the initiative’s impact on women and gender-diverse individuals since its inception in 2018, as well as its impact on the wider music industry. It will be accompanied by an updated Keychange Manifesto 2.0, a result of collaborative manifesto sessions with artists and innovators, offering insights and recommendations and serving as an essential roadmap for the future of the industry. Both documents will be available for download from the Keychange website post-event.

The Rewind Fast Forward Keychange program will also play host to numerous performances of Keychange artists on the opening night of the festival on the 4th of April,and those will include: Misia Furtak (PL), HUNT (EE), Anna Bassy (IT), Vera Vice (EE), Bedless Bones (EE), Efe Ce Ele (ES) and Katja Adrikova (EE).

Keychange was initiated by six original partners in 2015, spearheaded by Vanessa Reed, former CEO of PRS Foundation in response to the striking gender imbalance within the music industry and the poor representation across all sectors of the industry, including festival line-ups, label signings, and leadership roles. This would be addressed through initiatives such as the Keychange Pledge - encouraging music festivals and organisations to become signatories and participation in the Keychange Talent Development programme. Today, Keychange is led by a core team consisting of PRS Foundation (UK), Reeperbahn Festival (DE) and Musikcentrum Öst (SE) and has evolved into a global movement with 650+ partners and collaborators across 40+ countries, with an expanded commitment beyond advocating for gender equality to encompass a broader, more equitable, inclusive, and intersectional representation within the music industry.

Since 2018, Keychange has invested over €2.75m in 306 participants in its flagship talent development programme across five cohorts. Of this, 153 artists and 153 innovators have been supported to advance their careers through cross-border collaborations, facilitating 155 showcase performances for artists and providing over 160 speaking opportunities (as panellists, moderators, experts and trainers) for innovators.  Each participant receives an average investment of €9,000, covering various costs including access, accompaniment (managers etc.), and childcare expenses. 

Impact Evaluation Report
Although the initiative initially centred on gender equity, the report acknowledges the importance of taking a more intersectional approach to be more inclusive and sensitive when addressing wider inequalities in the music industry, including factors such as ethnic diversity and race, disability, age or parenthood.

Focusing on participant demographics and impact highlights, the Impact Evaluation Report reveals a diverse cohort with a significant portion of participants in the Keychange initiative identified as LGBTQIA+ (42.8%), with varying identities including Bisexual, Queer, Pansexual, Gay/Lesbian, and 'Other'. In comparison, 57.2% identified as Heterosexual or Straight.

About one-third (28.6%) of the selected participants identified as belonging to the global majority within their respective countries.

The report also underscores the importance of Childcare Top-Up support which was required by 14.1% of selected participants, indicating a need for additional support in balancing childcare responsibilities with program participation.

Furthermore, 18.6% of selected participants identified as Deaf, Disabled, or having an impairment affecting their day-to-day lives, highlighting the importance of accessibility considerations.

Encouragingly, 76% of participants reported initiating movements promoting gender equity within the music industry in their own environments, reflecting the initiative's impact on fostering advocacy and activism. (p. 16)

Among the Keychange partners and participants surveyed, the external evaluation survey found that:

- 97% believe that Keychange has managed to a great extent to support the artistic and business development of women and gender-diverse people in the music industry

- 90% of the participants rate very high Keychange's contribution to the creation of a transnational movement on gender equity in the music industry.

- 87% believe that it has influenced considerably or somewhat considerably policy, business models, funding and music industry development.

In assessing the Keychange network and reach, the report recognises the impact of the Keychange Pledge - a network that brings together a diverse ecosystem of partners, including organisations, companies and any entities within the music industry who pledge to achieve a 50% and over gender balance in their programming, staffing and beyond. In 2018, 45 festivals worldwide signed up to the Keychange Pledge. This has grown to a formidable network today that comprises over 650 signatories spanning 40+ countries - representing a 1344% increase in signatories from 2018 to 2024.

This reach is bolstered by the support of 43 influential ambassadors, such as Tayla Parx (US), Rebecca Ferguson (UK), Nadine Shah (UK), Peaches (DE), and Flore Benguigui (FR), Tegan and Sara (CA), Linnea Henriksson (SE), Joy Denalane (DE).

As the report indicates, Keychange's timely backing has contributed to nurturing the talent of numerous artists and innovators across 12 European countries and Canada. The initiative also celebrates achievements and promotes visibility through its Inspiration Awards, which has to date recognised 21 outstanding contributions of individuals for their impact within the music industry. Together the Keychange network has a collective reach valued at $52.74 million in advertising value equivalent. Keychange demonstrates that it continues to move the dial on gender equity within the music industry. 

Keychange Manifesto 2.0
Fast forward to 2024 to the unveiling of the new Keychange Manifesto 2.0, firstly at Tallinn Music Week, Estonia this April 4th and 5th, before its presentation to all partner festivals and the European Commission. It serves as an invitation to imagine a better future that prioritises both humanity and the planet, providing a guiding framework to a more inclusive, equitable, and sustainable industry. 

While there has been an advance towards gender equality in the industry, the need for sustained leadership and deeper industry support is evident. The Keychange Manifesto embodies core values including advocating for Better Working Conditions, Care, Education, Intersectional Representation, and Safer Spaces. It underscores the importance of implementing a politics of care throughout its projects. 

Looking ahead, the manifesto outlines a 10-point call to action aimed at legislators, policy makers, and all sectors of the music industry, including live events, recording, publishing, sync, and broadcasting. From creating safer spaces to tackling the gender pay gap, promoting intersectional representation, and advocating for education and awareness, these recommendations underscore the urgent need forcollective action. By implementing the politics of care, conducting research, and prioritising inclusive language and communication, we can shape a future where all voices are heard and valued. For further details, please refer to the full manifesto [hyperlink].

With the backing from its international network of partners and the global music industry, Keychange can extend its reach to benefit a wider audience and affect systemic change, whilst continuing to address the complex challenges encountered by women and gender-diverse individuals in the music industry in 2024 and beyond.