Fruit Bowl Records is a female-dominated record label; with female gatekeepers only signing female artists, and the whole team made up of women. Our group noticed how the music industry is still dominated by men, despite the introduction of very powerful female artists like Adele and Lady Gaga. The male gaze, for example, occurs when the camera puts the audience into the perspective of a heterosexual man, and it may linger over a woman's curves as men see the female body as a commercial product in the industry; sex sells.
Fruit Bowl Records therefore signs wholesome females of any age who promote the right message and who will not be sexualised. Ava, for example, is our young artist who is very interested in 50s fashion and ideals, and also concerned about human rights. Although her lyrics are often about love, she is a strong female as she usually puts a sarcastic spin on conventional love songs.
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