This month marked the long-awaited return of leading Cambridge festival, Strawberries & Creem.
After announcing their star-studded line-up, which saw Strawberries & Creem become one of the only major festivals to have a 50/50 gender split across its line-up, the team set to work on further plans to improve gender equality within music and beyond.
The 4th Floor Creative team became a driving force to really bring this message home, working alongside long-term partners the UN Women to launch their ‘Safe Spaces Now’ project – with Strawberries and Creem being the first festival to deliver the pilot scheme.
The partnership was announced with a pledge signed by artists including Paloma Faith and Ellie Goulding, and industry figures including Clara Amfo and Emily Eavis. This was then followed by a range of on-site activations; with a Safe Spaces tent on-site to access advice and support, 24hr helpline for attendees, recruiting and training of ‘Guardian angels’ to help support existing welfare teams and setting out a clear Code of Conduct for all staff and attendees to follow.
To further amplify the positive effects of the project, the 4th Floor Creative team onboarded TikTok as the official digital partner for Strawberries & Creem – with them committing to spreading the importance of Safe Spaces within the live space, but also wider music industry.
Keep your eyes peeled for the next phase of the campaign which includes digital content initiatives to provide more information to the wider public, and an industry roundtable event as we look to invite key players into the discussion.
For now, please do read the letter to the industry and sign the pledge.