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Girls and Tech: Why Young Women Rule in Music

#sxsw #GirlsandTech

Selling music to young women has followed the same patterns since The Beatles -- isn't it time for that to change? Teenage girls know what they like and why they like it, and their reasons might surprise you if your first thoughts run to boys, clothes, and makeup. Women and the teen girls they were know the power of their affections when it comes to entertainment, the internet, and the attention economy -- and yet they're primarily focused on making new friends and telling each other stories. Explore the why and how fandoms develop over bands and brands and how that can work for and against platforms, products, and people.



MODERATOR Rae Votta MTV Networks

Rae Votta is obsessed with obsession. She has her Masters in the linguistics of fan communities from the University of Georgia and has applied that degree to her work in the digital and entertainment industries. She has managed some combination of social media, blogging, PR and fan community strategy for companies that include AOL, Atlantic Records, Huffington Post, Current TV, Logo, VH1, MTV, Tumblr and Billboard. You can follow her @raevotta or at

Lindsay Gabler Social Media Specialist The Recording Academy

Lindsay loves boy bands and isn't afraid to admit it. She previously worked at Universal Music Group in digital marketing and eventually social media. In March 2011, Lindsay was named to Billboard’s Twitter 140; Music-Industry Characters You Need To Follow list. Lindsay left Universal Music Group in July 2011 and joined The Recording Academy (The GRAMMYs) as Social Media Strategist. In February 2012, the 54th GRAMMY Awards became the ‘Most Social Event in Television History’ and in July 2012 Lindsay was once again named to Billboard’s Twitter 140 list for 2012. You can find her @lndsygblr.

Danielle Strle Dir of Prod Tumblr

Megan Westerby Vice President of Marketing at Collective Digital Studio The Collective

Megan Westerby, Vice President of Marketing for the Collective Digital Studio, is an expert in social media strategy, online branding, marketing and new media storytelling. As Social Media Senior Coordinator at The Recording Academy, she was instrumental in expanding digital reach, including increasing television ratings for the GRAMMY Awards for three years running. At Sony Pictures Interactive, a full service digital marketing she managed innovative projects including an all-digital campaign to promote the theatrical re-release of Ghostbusters. She joined CDS to bring her community building and audience development skills to platforms and clients including Metacafe, NODE Studios, and Freddie W's VGHS. She cares deeply about the open future of the internet and spent a year as the Chair of the Development and Membership Committee for the Organization for Transformative Works. @meganwest


Shana Naomi Krochmal is a writer, producer and shameless enthusiast who creates and develops editorial, interactive and social content. She's been working in media since she was 17—half a lifetime ago—but still loves to use the internet like a teenager.

As supervising digital producer at Current TV, she's worked on "The Young Turks with Cenk Uygur," the Peabody Award-winning documentary series "Vanguard" and the verite/performance music show "Embedded."

She's also a contributing editor at OUT magazine, where she has most recently written cover stories about Adam Levine, Billy Joe Armstrong, Jane Lynch, Adam Lambert, Pete Wentz and the film adaptation of "The Perks of Being a Wallflower."

She's contributed commentary to NPR's "Morning Edition" and "All Things Considered," created the world's first Twitter-based soap opera (a tie in for Showtime's "The L Word") and, depending on who you ask, may actually be the nation's leading expert on the relative gayness of pop stars.