• TuneCore CEO, Andreea Gleeson announced as Keychange Ambassador alongside Reeperbahn Festival headliner Alice Phoebe Lou

• Believe and TuneCore sign the Keychange pledge to achieve 50% representation of women and gender minorities in their workforce

• Extensive programme of performances, resources and opportunities for women and gender minorities announced for Reeperbahn Festival, in partnership with shesaid.so

Today, Thursday 16th September, Keychange announces a huge activation supporting women and gender minorities at Reeperbahn Festival in collaboration with new US Ambassador Andreea Gleeson (CEO, TuneCore). Furthermore, in a huge commitment to positive action, TuneCore and parent company Believe, who employ more than 1270 people globally, have committed to the Keychange gender pledge. More than 500 music organisations globally have now signed the pledge. 

As US Ambassador for Keychange, Gleeson will be tasked with furthering Keychange’s mission amongst the music industry in the United States, the world’s largest music market. Andreea will spearhead a new format of Keychange activations at music festivals, providing resources and opportunities for women and gender minorities everywhere. Andreea joins a network of 40+ influential Ambassadors who inform and aid the global movement. 

The ‘Gender Equality Hub’ at Reeperbahn Festival, curated by Gleeson will take place at the Hamburger Ding throughout the week and will host networking, mentoring sessions and workshops with organisations such as TikTok, Nuclear Blast, Groove Attack, Sentric Music, Songtrust, Native Instruments, Beatport, FL Studio, and Groover.  

Women and gender minority advocacy community shesaid.so will run the speed mentoring programme at the Gender Equality Hub, after huge success with the we.grow programme in 2020 and 2021.  

A drinks reception on Thursday 23rd September will give attendees the opportunity to meet some of the most important organisations and activists in the global music industry.  

See the full schedule here.  

Reeperbahn Festival this year hosts the full network meet-up of all 74 Keychange participants who are currently supported on the Creative Europe funded programme. As part of this meet-up, many Keychange participants will take part in panels and showcases at Reeperbahn Festival. Canadian rapper Kimmortal will perform on Wednesday night alongside anaiis (UK), who’s recent Colours Encore has landed with a big buzz. The Hanged Man (SE) will perform their nightmarishly beautiful pop on Thursday night, and on Friday, Canadian music manager and inclusion advocate Katrina Lopes will speak on a panel at the conference. The daytime sessions will be followed by performances from Irish indie heroes Pillow Queens (IE), championed by James Corden and recently signed to Sub Pop, and Estonian folk sensation Maarja Nuut.  

Andreea Gleeson, TuneCore CEO and Keychange Ambassador says: “Keychange’s mission aligns with TuneCore and Believe’s fierce commitment to gender parity across our artist and employee communities. While the discrepancy that exists currently in the music industry has become more recognized, the challenges and barriers facing female creators are still there and remain poorly understood and unsolved. We all need to be aware and ask ourselves what we can do to move the needle. I’m looking forward to working alongside my fellow Keychange ambassadors to break down unnecessary barriers in the industry and incite real change.”

Alexander Schulz, Reeperbahn Festival CEO & Co-Founder Keychange says: “We are looking forward to finally welcoming all these Keychange artists and innovators at the full network meeting in Hamburg at Reeperbahn Festival!” We are thrilled about the involvement of TuneCore in the framework of the Gender Equality Hub and are convinced that this is just the beginning of a valuable and wide-ranging cooperation! The partnership with TuneCore will be crucial to bring the Keychange movement to the music industry in the US.”

Keychange Ambassador Alice Phoebe Lou says: “It gives me hope that a movement like Keychange exists. In an industry that has always been dominated by men, from labels to opportunities for musicians, I'm so happy I get to be alive to witness the tides changing as we work towards a world where underrepresented genders are equally heard and celebrated. I embrace this opportunity to learn from everyone championing this important movement and to take part in creating awareness around the importance of equal opportunity.”