Refinery29 x Sleek MakeUP women in music doc series
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Refinery29 x Sleek MakeUP women in music doc series

Creating cultural leverage through sharing stories of women rising up in the music industry

Building on our strategic creative platform and digital brand campaigns for Sleek MakeUP, we wanted to create an open door to one of the most important passion points for their audience – music. So we created Off The Record, a four-part co-branded Refinery29 series that espoused the brand’s values – to enable people to be and express themselves freely and wholly, and addressed a critical issue in music, but also universal to many industries – the challenge of being female in a male-dominated industry.

Partnering with Sony Music, we cast four rising female stars of the music industry and worked collaboratively with them to ‘put the mike in their hands’ – creating a short doc-style platform for each woman to share their stories – from their motivation to work in music, their creative process, and how they’re making a difference with what they do.

Served on Refinery29’s UK and US sites, this purpose-driven, editorially led co-branded feature smashed the media title’s average content dwell time by 150%. Most importantly it put purpose into action, authentically connecting Sleek MakeUP to culture-defining talent, creating engagement and buzz with both audience and the music industry.


Creative Team: Chemmie Squier, Kelsey Freeman
Videographer: Keziah Quarcoo
Senior Producer: Nadia Correia
Producer: Suzi Simms
Creative Lead: Emily Fleuriot

Brand Partnerships, Branded Content, Creative Direction