For every share of the Underplayed trailer on International Women’s Day, Bud Light Canada will donate $1 to not-for-profit organization Women in Music Canada
Following its world premiere at the 2020 Toronto International Film Festival, Canadians will finally have the opportunity to watch the critically acclaimed Canadian documentary Underplayed when it begins streaming exclusively on Crave, beginning International Women’s Day, Monday March 8th.
The film explores gender, ethnic, and sexual equality issues in the music space, through the lived experience of artists including Canada’s own Juno Award winning artist REZZ, singer, producer, songwriter and DJ Alison Wonderland, award-winning sister duo Nervo, and a host of other incredible talent (included below).
On International Women’s Day, Bud Light Canada will be donating $1 for every share of the film’s trailer to Women in Music Canada (WIMC) in hopes of bringing attention to the topics explored in the film.
The film, funded by Bud Light Canada, was directed by Stacey Lee, and boasts a nearly all-female cast and crew, from the cinematographer and lead editor to the composer.
“When we set out to create a documentary that would drive awareness for the inequities prevalent in the industry, we knew that, as a brand, we would need to take a back seat in order for the stories and narratives explored to be authentic and impactful for audiences,” said Natalie Lucas, Director of Marketing, Bud Light Canada,
“We’re thrilled to have secured distribution that will enable people across the world to watch this film, and we hope that it will inspire music lovers and other brands to take notice.”
“It’s incredible to work with brands who are adamant about driving meaningful change in an authentic way”, said Sam Slattery, founder of WIMC.
Beyond embarking on year three of the brand’s partnership with WIMC, Bud Light Canada will continue to work closely with partners including Live Nation, to continue to find opportunities to champion change. In 2019, working with both WIMC and Live Nation, Bud Light Canada created workshops for aspiring DJs at three music festivals across the country, and ensured that the talent line-up at every official after party had equal gender representation.
As a social, co-ed beer, this is the brand’s most recent undertaking to amplify the voices and talents of historically marginalized voices. Bud Light has been a proud supporter of pride in Canada for over 20 years, launching a series of campaigns to support the LGBTQ+ community, and partnering with Rainbow Railroad to drive awareness and donations for their work in the space.
For more information, go to https://underplayedthefilm.com