We are defined by what we choose to hear. The Sonos Store in SoHo chose to showcase the voices of rising female artists during their International Women’s Day event, in partnership with international hub shesaid.so. The Sonos retail store transformed into a listening lounge, complete with a female-only playlist and pop-up boutiques by local women-run companies.
The spirit of the evening was reinforced by the passion of the attendees and the inclusiveness of the Sonos brand itself. Sonos recently launched their “Listen Better” initiative to focus on social issues through sound. This was the first year hosting a networking event of this scale to honor International Women’s Day; last March, Sonos worked with shesaid.so for a more formal panel discussion rather than an open house. Five permanent soundproof rooms were set up like different parts of a home, each constructed like miniature playhouses outfitted with the latest tech and modern furnishings. Every room hosted a women-led NYC brand, ranging from drum lessons sponsored by the quarterly Tom Tom Magazine to Jessie’s Nutty Cups, a health conscious nut-based dessert company from Harlem. The standout booth however was IMG Records’ takeover, playing tracks by infectiously cool Brooklyn based singer Tangina Stone.
Later in the evening Rapper EB Rebel gave a live performance, showing off the capabilities of Sonos speakers projected in the whole space. A legal studies graduate, EB Rebel’s music focuses on modern racial injustices, with lyrics discussing mental health and police brutality. Her tracks appeared in the 2016 BET documentary “Stay Woke,” directed by Laurens Grant.
The Sonos retail store embodied the relaxed attitude of a showroom while using its brand platform to spotlight New York female artists, creators, and founders. What better way to celebrate International Women’s Day than to listen to what women have to say?