Creative Direction
CAMPAIGN

Changing perceptions of gender roles in the music industry


foundation.fm is a community-led radio station and record label based in Peckham. Their mission is to showcase the hottest emerging talent in the underground music scene, led by a diverse group of women, LGBTQI+ person’s and talent creatives who support our values - with women at the forefront.

Having launched in 2019, YUCK® has worked closely alongside founders Becky Richardson and Frankie Wells for the past three years to expand the brand into the colourful world it currently exists within.

The ‘#IAMADJ’ campaign begun with a t-shirt, but stemmed a wider conversation about the role gender plays in the description of professions. Challenging the need to prefix DJ's as “female”.

In July 2021, the radio station expanded and launched 'foundation.fm Records’. As the brand grew, so did their strategy. Taking the ‘fm’ most commonly associated with radio, we transformed this into an adaptive manifesto. Foundation is no longer just radio - it is community, energy, diversity, a safe space, family, opportunity. It is female-made.
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