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This article maps the multiple methods used to bring scholar-activists, music producers and music consumers together in a conversation that culminated in the creation of three winning 'empowering songs' from the 'Changing representations of women in popular music' project. This project explores the gendered stereotypes of women in popular music, and seeks to contribute to reflection on, and creation of, alternative (empowering) narratives about women through song. The article discusses this marriage of research and advocacy and reflects on some of the outcomes from 'corporate' reflections – all of which generated a lot of passion about the tensions and possibilities around women's representations and roles. The authors conclude that for research findings to have practical and policy value and legitimacy, what, how, when and where we communicate our messages is extremely important.

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