The wide-ranging conversation was informed by a new Luminate report noting that LGBTQ+ music fans spend more money their peers, among other findings.
, senior director of music and brand partnerships at Roc Nation;, head of member relations at Queer Capita and an artist manager at Friendly Announcer;, vp of digital marketing at mTheory and head of partnerships at Queer Capita.
The panel used the report to kick off the conversation but also delved into several other topics, including how artists and companies can engage with the LGBTQ+ community and better market to, include and embrace them — and not just during Pride month in June. “At this point, it’s inauthentic to do things only during Pride month,” said Elder, referencing efforts by brands and companies in the music space. “You really do need a year-round strategy — these people aren’t only gay in June.
It also goes beyond just engaging with the community, but making sure that the community is represented. “Visual identity is important,” Elder said. “If there’s no queer people in any of your videos, your single art, your photo shoots, your dancers, it makes it extremely hard to call on that community when it’s time to do a show.”
While things are getting better in some respects, there is still more work to be done. “There is more visibility for queer artists, but the bar was basically on the floor,” said Daw, adding that the music industry has changed so much that artists are able to build fan bases in different ways and on occasion make the industry come to them, with Troye Sivan as an example. “Now artists are democratizing the idea of, ‘I am queer, and you have to just deal with it now,'” Daw added.
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