From admiring the city’s sights and sounds at a distance, to bringing them to the forefront, Joelle White has started a movement that has become a staple in Toronto’s music scene. The Brampton native has quickly shifted our attention from the city’s big names in music, to some of the more unfamiliar ones taking over the game.
In 2018, Joelle founded the Girls Need Love initiative, in an attempt to highlight the misrepresentation of women in Toronto’s growing music industry. The motivation to do so was simple for her; “I didn’t see enough women being represented on major playlists on platforms such as Spotify, Apple Music and Soundcloud” she said. “I was driven by my curiosity; not only to find new music, but specifically, to find music that is being created by the women of Toronto.” Through playlists she has curated on major streaming platforms, she has given female artists in the city the opportunity to be discovered, not only by fans, but industry execs as well.
Although most successes seem spontaneous in nature, Joelle admits that the idea of curating Girls Need Love didn’t happen overnight. She notes that “It’s been a passion of mine to start a platform and be able to put a spotlight on up and coming artists. In a way, I felt obligated to put the women in our city on a pedestal.” When Joelle started to come across a large number of projects by Toronto women, the lightbulb went off. She realized that no other platform is dedicated to highlighting the artists she was finding… and the rest, let’s just say, is history.
In an industry that’s sometimes scrutinized for its lack of empathy and humanity, people like Joelle make it easy to see the bright future the city’s musicscape has in store. In order to bridge the gap for women, a conversation needs to be had, and it starts with initiatives like Girls Need Love. It takes a village to raise a child, and in this instance, it will also take a village to foster the community that Girls Need Love continues to build.
If you’d like to stay connected with Joelle White and Girls Need Love, check the links below.
Instagram: @Joelle.Co, @GxrlsNeedLove