MMBASSY Presents’ “See Her Be Her” event at the W Hotel in Seattle was a huge success, bringing together many bright minds in this industry. The event took place on International Women’s Day and was composed of several events run by women speakers and panelists — for women!
This unique event had a range information on ways women can get more involved in the electronic music industry, and with music in general, whether on the back end or as a musician. The different sessions ranged from workshops like “Introduction to DJing,” to panels with industry leaders such as “Leadership in a Male-Dominated Field,” and more.
Later in the night, they wrapped up the event with an amazing lineup of women DJs and Producers who showcased their talents at Madame Lou’s. Our staff was lucky enough to be able to attend the event, and we have highlighted our key takeaways from each session.
Credit: Sophia Barkalakis – Instagram: @s.barkalakis
Safety in Nightlife
Safety in Nightlife was a deep dive into making clubs and festivals safer for everyone. Led by representatives from DanceSafe and the Care Collective (a grassroots harm reduction group in the Pacific Northwest), the discussion tackled the real issues of safety, security, and substance use in nightlife.
There were two key takeaways: open communication and proactive engagement are essential to a successful event, and security isn’t the enemy. The goal is to get home safe, and creating a culture where people feel comfortable asking for help is crucial. That means changing language — eg: calling someone “a person who uses drugs” instead of a “drug user” — and training staff to recognize red flags, like when one person is way more intoxicated than their friend. It also means making it easy and safe for people to ask for help. For example, ordering an “angel shot with lime” at the bar is a discreet way out of a bad situation and could be a lifesaver.
It’s not just up to security, though. DJs, promoters, and event staff all play a role. A quick shoutout from the DJ to “drink some water” might seem small, but it helps. Event runners should also tap into harm reduction groups like Care Collective and DanceSafe to bring resources to their shows. Something as simple as setting up a quiet space in the venue can make all the difference for someone overwhelmed by the crowd.
Creating a safer nightlife scene isn’t just about reacting to problems, it’s about building a culture where looking out for each other is the norm. The panelists highlight one venue that’s “getting it right”: Tacoma Dome. It’s the only major Seattle-area venue requiring harm reduction services and more venues need to follow suit. The panel was insightful and incredibly important, especially with our current landscape.
Credit: Sophia Barkalakis – Instagram: @s.barkalakis
Women in Electronic Music
The Women in Electronic Music panel, moderated by MMBASSY founder DJ Mia Maya, featured industry leaders including Libby Kallins (Senior Marketing Manager at Armada Music), Jyoti Jani (KEXP radio host), and Christina Greenberg (Director of Artist and Customer Experience at Vivid Presents). They provided valuable insights as long-time industry professionals and addressed the challenges and opportunities for women in the scene.
The panelists highlighted the pervasive issue of women being perceived as fans or friends rather than professionals and encouraged women to actively lift each other up, especially in such a male-dominated field. Even today, only around 12.8% of EDM lineups are female; we have a long way to go. The fix starts behind the scenes. Bookers need to be diverse and intentional about who gets opportunities, fostering partnerships with women’s organizations and promoting community engagement at events.
They emphasized the importance of artists publishing setlists and crediting samples to support fellow DJs. More collaboration, more transparency (especially when it comes to pay), and more spaces where women aren’t just included, but empowered, are the key!
Credit: Sophia Barkalakis – Instagram: @s.barkalakis
DJing 101 with Madlon
This workshop was run by Madeline Clarke AKA Madlon, a Seattle-based DJ/producer who specializes in trance, melodic, and progressive bass. She is also the host of Color Theory, a melodic dance radio show that airs every other Sunday from 8-10 pm on c89.5.
Madlon’s workshop was quite personalized and interactive. She had two DJ controllers out for folks to try throughout the session. To start off, Madlon asked the class which EDM genre they wanted to explore, to which the majority chose House. She went through the basic functions of the DJ controller and Rekordbox DJ software, shared various sites for sourcing music, and answered a lot of the group’s questions on the fly.
Madlon also shared great tips for transitioning between songs and broke down EQs as well. Amidst some technical issues with the audio system at the venue, Madlon laid a great foundation for the aspiring DJs who attended this class.
Credit: Sophia Barkalakis – Instagram: @s.barkalakis
Events in Unconventional Spaces
Events in Unconventional Spaces was a Q&A panel led by moderator Taylor Hadden (MMBASSY, Sound Sanctuary). The three panelists, Amber Parucha (Secret Sunset Seattle, 2Looks Photography), Erica Ospivg (Duck Brunch), and Amanda Katrii (Techno Without Borders), are all entrepreneurs who founded events in – you guessed it – unconventional spaces.
The session went through the many different moving parts in event coordination: the highs and lows, the financial aspects, marketing, and business partnerships to name a few. The first idea when planning an event in an unorthodox venue must be about accessibility. Can folks access your space? What limitations does the space have in terms of moving around? If it’s an outdoor venue, what power sources will I need to utilize sound equipment?
Another key takeaway from this session was the idea of persistence. Entrepreneurship is an iterative process; it’s about trial and error and figuring out what works. The panelists also emphasized the importance of social capital. If there is not enough financial capital to get your event going, dialing in on your network and spreading the word to get folks interested in attending your event can work wonders as well. Find your “f*ck yeah!” friends – your friends who will show up in support no matter what it is: yoga classes in a public park, duck-themed brunch parties, or a rave in a train car.
Credit: Sophia Barkalakis – Instagram: @s.barkalakis
Social Media and Marketing Yourself
In the Social Media and Marketing panel we were lucky enough to hear from Harmony Soleil from c89.5, Rach Brosman, the founder of Support Women DJ’s, and Shades of Day, an artist and Twitch streamer from BC. This panel discussed how social media can be harnessed as a tool. We learned about how we have found ourselves in a landscape where social media as an artist truly does matter. However, it does not have to look one certain way. In fact, this panel really honed in on how rewarding it can be to find your niche; not only within social media but as an artist or organization as well.
Some different growth strategies were discussed, including the importance of varying content, creating video content, and making sure to pay attention to patterns in the algorithms we are posting. With the different speakers sharing their own lived experiences as well, we got to hear about some different methods to use when posting as an individual/artist vs. posting as an organization. Overall this was a fascinating panel, and we loved to hear how much focus there is in bringing forward your true authenticity — as that is what ultimately reaches viewers the best as well.
Credit: Sophia Barkalakis – Instagram: @s.barkalakis
Leadership in a Male-Dominated Field
This inspiring conversation was spearheaded by women who have made their way up to some of the biggest companies in music: Holly Sheppard from Monstercat, Morgan Chosnyk from KEXP, and Harmony Soleil from c89.5. The discussion was around fostering a positive working environment and modeling the behavior that we want to see (i.e. completely unplugging during vacations). Being clear, kind, direct, and firm is ultimately the most helpful thing. Not being reactive, even though that is much easier (especially in the face of so much misogyny) is key.
Some helpful tips were: finding a male ally in the workplace to help turn to if not being listened to, being consistent and emotionally regulated, and shaking any imposter syndrome. Freeing ourselves of imposter syndrome was a big piece of advice that was highlighted.
Demystifying how to get into music industry leadership positions as a woman was also touched on. How do we get a job? We apply for it. There shouldn’t be smoke and mirrors around involvement, and this kind of messaging keeps many women from even seeking out opportunities to begin with — and so and forth, the problem perpetuates and repeats.
Credit: Tiffany Rollins – Instagram: @trollins47
All-Female After Party
The See Her Be Her evening concluded with a jam-packed lineup of amazing female DJs and producers at The Crocodile’s Madame Lou’s, with performers including MMBASSY founder Mia Maya and c89.5’s Harmony Soleil.
In the spirit of bringing visibility to these incredible women and their musical talents, check out the Soundcloud links of every artist on the billing and find your next obsession!
Ari | Bex from Chicago | Canche Cachete | Farin | Jacki Why | Harmony Soleil | Leah York | Lola K | Mia Maya | Taylor Hadden | Thalestriss | Sloane Motion | Shades of Day | Snapdragon
Huge props to MMBASSY and everyone involved for such an insightful and successful event. We hope to see something similar again next year!
Important things happen in Pacific Northwest nightlife, and DMNW will send you alerts!
