Sustainable Development Goals > People

HERVOLUTION

BETC HAVAS, Sao Paulo / HERVOLUTION / 2023

CampaignCampaignLayout(opens in a new tab)
Presentation Image
Supporting Images
Case Film
1 of 0 items

Overview

Credits

OVERVIEW

Background

If you know Brazilian Funk it's thanks to Kondzilla, the YouTube channel 100% dedicated to favela's culture that became top 3 worldwide. But the more Brazilian funk became known worldwide, the more we saw the sexism behind it. Artists used to be male, producers used to be male and the money… used to be theirs. Men, men, men… where were the women?

So how do we change an industry that doesn't want to change? By using the only thing these guys respect: contracts.

That was when we created HERvolution, a cause transformed into a clause. A simple sentence that converted women’s will into a men’s legal obligation to guarantee more girls in the music industry.

Describe the cultural / social / political climate and the significance of the work within this context

As Brazilian funk became known worldwide, the female representation was still an issue as women lacked opportunities. They would only be invited to appear in music videos in hypersexualized roles while men got all the important projects.

That was when we created HERvolution, a contract clause that guarantees more women in the music industry. As it began to spread among women's groups, other industries started to use it and, at KondZilla, it got so big it became an independent music label.

Summing up, the HERvolution gave female artists and producers the chance to show their talents.

Describe the creative idea

HERvolution is a cause transformed into a clause. A simple sentence that any woman can add to her employment contracts, which guarantees more girls in the music industry:

“Regardless of the role performed in the project described, the contractor has priority in appointing and hiring a woman to work directly with the contractor. Failure to comply with the clause may result in fines or contract termination.”

The HERvolution clause spread among women's groups, and they began to use it in several ways. Then what began as a silent movement started showing off its faces and went beyond a YouTube channel, becoming an independent music label and even a broadcast TV program.

Describe the strategy

When it came to Brazilian funk, artists used to be male, producers used to be male and the money… used to be theirs. Men, men, men… where were the women?

So, to fight women’s objectification and to change a worldwide music industry that didn't want to change, we used contracts, the only thing the guys in Brazilian funk respect. We created the HERvolution clause, a clause that any woman can add to her employment contracts, which guarantees more girls in the music industry: a simple sentence that transforms women’s will into men’s legal obligation.

Describe the execution

We added the HERvolution clause to all KondZilla contracts. A simple sentence that began to change the Brazilian funk industry project by project. Now, regardless of the role performed by the contractor, he or she has priority in appointing and hiring a woman to work directly with the contractor. Should he or she fail to comply with the HERvolution clause, it may result in fines or contract termination.

After some time, the HERvolution clause started circulating in all women's groups and they started using it in all sorts of ways. So, the silent movement started showing off its faces: HERvolution went beyond a YouTube Channel, becoming an independent music label and even a broadcast TV program.

Describe the results / impact

The HERvolution gave female artists and producers the chance to show their talents.

Where there was a woman, now there are two. Where there were two, now there are four. And where there were four, now there is a whole female team behind it.

With the HERvolution clause, KondZilla started taking some steps to ban women’s objectification. On YouTube, it went from 20 to 66 million subscribers, becoming one of the Top 3 channels in the world.

And as the HERvolution clause started spreading among women's groups, they began to use it in several ways and the silent movement started showing off its faces.

HERvolution started being used by other industries, and it got so big that it became an independent music label and what was born as a movement to pressure the music industry became part of it.

More Entries from Gender Equality in Sustainable Development Goals

24 items

Grand Prix Cannes Lions
WHERE TO SETTLE

Decent Work and Economic Growth

WHERE TO SETTLE

MASTERCARD, McCANN POLAND

(opens in a new tab)

More Entries from BETC HAVAS

24 items

Silver Cannes Lions
SAVE THE FAVELA

Influencer & Co-Creation

SAVE THE FAVELA

KONDZILLA RECORDS, BETC HAVAS

(opens in a new tab)