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The GRAMMY Awards 2012: How social media changed the DNA of the Recording Academy

In celebration of the 54th GRAMMY Awards, we are debuting a special edition of (R)evolution.  Shot on location in Los Angeles, Evan Green, CMO of the Recording Academy discusses the fusion of two worlds, the social explosion and the increasingly sophisticated expectations of consumers.

In this fascinating discussion, we learn how a 54 year old industry body adapted to the change in how people interact with television, music and one another, shifting from watching the conversation to engaging and helping facilitate shared experiences. More importantly, you’ll hear what it took to get management to see the opportunity for the future and how it changed the DNA of the Recording Academy forever.

“For a minute people were starting to move away from television, now people are migrating back to television in pretty large numbers, but they’re migrating with their devices.” – Evan Green, CMO, Recording Academy

Season 3: Special Edition

A note from the Recording Academy on its vision for the 2012 GRAMMY Awards…

Beyond simply promoting an entertainment event, we strive to feed the digital music conversation, establish a deeper cultural connection with our audience, and seamlessly extend this effort to both second and third screens.  This year’s effort, titled ‘We Are Music,’ takes a more visceral approach to illustrating how music drives us.  Using a dynamic technology called particle art to establish a visual interpretation of music, ‘We Are Music’ focuses on the idea that when we listen to music, we surround ourselves in it…it becomes who we are…part of our DNA…an extension of our personality…inextricably linked with our identity!  Our campaign, like music itself, has a driving pulse, and is infused with energy and movement.

Adele: Promo video

Skrillex: Promo video

The GRAMMY YouTube Channel

We Are Music: Destination

We Are Music App: iTunes

Season One and Season Two on YouTube

Now on iTunes!

20 COMMENTS ON THIS POST To “The GRAMMY Awards 2012: How social media changed the DNA of the Recording Academy”

  1. Chris says:

    having been involved with the Grammys in 2006-2008 Evan and Neil Portnow have led a remarkable shift in awareness. Kudos to them.

  2. Colleen Foshee says:

    This was one of the best interviews on social I’ve ever heard. You both get it. Thanks so much. I’ll be sharing this.

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  7. Facebook App says:

    Great way to explain and good usage of trending topic 🙂

  8. Alyssa Bergerson says:

    The Grammy’s used social media and technology very effectively to promote “We are Music.” Music is an audio-visual experience in today’s world and “We Are Music” fused these two together. This was a great interview and I look forward to how the Grammy’s will change in the future. 

  9. Alyssa Bergerson says:

    The Grammy’s used social media and technology very effectively to promote “We are Music.” Music is an audio-visual experience in today’s world and “We Are Music” fused these two together. This was a great interview and I look forward to how the Grammy’s will change in the future. I am studying Social Media Theory & Practice with @dr4ward:disqus at @NewhouseSU:disqus , and I subscribe to this blog. #NewhouseSM4

  10. Todd Murphy says:

    I feel this post is a great illustration of how the #samerules of human interaction can be amplified by the #newtools of social media. Some have argued that trending topics on Twitter create too much noise to be an effective medium. But as we analyze the “engagement” of these tweets, we can quickly see that the conversations are mostly occurring within the  established networks, or social communities, that make up the Twitterverse. I absolutely agree that social media is again driving traffic back to TV, or radio, or newspapers, or all of the above, because we now have a better way to discuss our personal thoughts and feelings. The reason this works is that when I post a tweet, only those in my engaged network truly care because they “know” me, the others simply read on to the next Tweet in hopes of finding something that engages them. Social Media Strategists really need to learn from this illustration. Thanks for posting.

  11. Alex R. says:

    I felt like I was actually watching the Grammys through twitter. Since I’m on the west coast, it aired live on the east coast first so everyone was tweeting about the results before I even got to watch the show.

  12. term papers says:

    Thanks for the video

  13. On “Bypass Gatekeepers and Interact Directly With Target Communities”. How come social media and customer relationship middleman companies are mushrooming all around us though. Apparently, people are not paying attention to this piece of advice. 

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