We are doing this via a career development programme for underrepresented talent, a gender balance pledge for music organisations and a Manifesto that influences policy.
Keychange’s core actions
Career Development Programme:
Our programme provides extensive development opportunities for women and gender-diverse artists and industry innovators, equipping them to succeed on prominent stages and in leadership roles. By 2024, a total of 272 artists and innovators will have completed this transformative initiative.
Leadership Programme:
Launched in 2024, this initiative empowers music industry leaders with the tools, knowledge, and networks needed to drive meaningful and lasting change within their organisations and communities.
Gender Balance Pledge:
Over 700 festivals and music companies worldwide have committed to advancing gender balance by signing the Keychange Pledge, setting a benchmark for systemic equity in the music industry.
Advocacy Manifesto:
Following the success of our first manifesto in 2018, we launched a second manifesto in 2024. This updated document outlines actionable recommendations for policymakers, industry leaders, and organisations, and was presented to the European Commission to drive further systemic change.
How it started
Keychange: Driving Gender Diversity and Inclusion
In 2017, Vanessa Reed, then CEO of PRS Foundation, initiated Keychange in collaboration with Musikcentrum Öst in Sweden and Reeperbahn Festival in Germany. The programme set out to challenge gender imbalances in the music industry and create a global movement for diversity, equity, inclusion, and accessibility (DEIA).
Central to Keychange's impact is the Keychange Pledge, which encourages organisations to commit to greater gender balance and representation across line-ups, rosters, and workplaces. Since its launch, more than 700 organisationsworldwide have joined the Pledge, making Keychange a catalyst for systemic change.
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In 2018, Keychange introduced the first Keychange Manifesto, a pioneering document that captured insights and recommendations to address gender imbalances in the music industry. The manifesto laid the foundation for systemic change by identifying key challenges and proposing actionable solutions, which continue to inform Keychange’s work.
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In 2020, Keychange 2.0 was launched as a three-year programme, funded by Creative Europe and led by Reeperbahn Festival. The programme aimed to build on the success of the initial Keychange initiative and recruited 74 participants each year in 2020, 2021, and 2022.
Due to the challenges posed by COVID-19, the programme was extended in 2021 to allow participants from 2020 an additional year, ensuring they had the full support and opportunities initially planned. This extension underlined Keychange’s commitment to adapting to changing circumstances and meeting the needs of its participants. The programme concluded successfully in 2023, leaving a lasting legacy of systemic change and meaningful impact.
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In 2022, Believe and TuneCore committed $250,000 to Keychange, a pivotal investment that enabled the programme’s US expansion. This milestone marked the start of Keychange’s efforts to bring its mission and values to a transatlantic audience, extending its influence on a global scale.
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February 2023 saw the launch of the Keychange Pledge Action Plan, a comprehensive guide to achieving gender equity in the music industry. Developed in consultation with over 200 signatories and informed by data from Erasmus University Rotterdam, the plan outlined actionable steps for organisations to meet their diversity goals.
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In spring 2024, Keychange released its Impact Evaluation Report (2018–2023) and unveiled the updated Keychange Manifesto 2.0 during Tallinn Music Week in Estonia. This manifesto serves as a renewed call to action for the global music industry, urging policymakers and organisations to improve working conditions, prioritise intersectional representation, and create safer spaces.
In 2024, Keychange also launched a pilot programme in Canada, focusing on fostering gender-diverse leadership and addressing regional challenges in the music industry. This marked the start of further international expansion efforts.
At the Reeperbahn Festival in September 2024, Keychange published an expanded "Study on Gender Diversity in the German Music Market", building on the 2021 report. This study highlighted positive developments while addressing persistent challenges such as work-life balance for women and gender-diverse individuals.
Collaboration
Keychange is led by Reeperbahn Festival in Germany, PRS Foundation in the UK and Musikcentrum Öst in Sweden.
Keychange works in partnership with Tallinn Music Week, Iceland Airwaves, BIME, Oslo World, Linecheck/Music Innovation Hub, Ireland Music Week, SACEM, Liverpool Sound City, Way Out West, MAMA, Mutek, and Breakout West.
In 2019 Keychange announced a four year programme with project leads Reeperbahn Festival, funded by Creative Europe. In 2020 the first year of the programme was prolonged due to the pandemic situation. 74 participants are recruited each year in 2019, 2021 and 2022.
In shaping and delivering the project, Keychange collaborates with various brilliant individuals and organisations.
In 2020 and 2021 we have worked with Ableton, Acne, Awesome Merchandise, Chimes, Deloitte, Johan Bergmark, LOUIS Studio, Shesaid.so and Studio Imeus. In 2018 we were grateful for the support of Tamara Gal-On, Ruth Barnes and Remi Harris.
Keychange has generous support from a number of sponsors and content partners — GEMA, STEF, Gorwelion Horizons, Roskilde Festival, Songtrust, SoundCloud, Stim, Foundation SGAE, IMRO, FACTOR, SOCAN Foundation, Talent Norge, Norsk Tipping, and Musicians’ Union.
Explore our emerging talent, our partners, sponsors and signatories, as well as our Ambassadors and Award Winners in The Keychange Roster.
Awards
Keychange is honoured to have
won the following awards:
Innovation Award at
SIM in Sao Paulo (Brazil)
Innovation Award at the
Classical: Next (Netherlands)