TBWA\Chiat\Day LA has teamed up with The Recording Academy for the eighth year in a row to promote the 57th Annual Grammy Awards, which will take place at the Staples Centre in LA on the 8th of February 2015. Dubbed, “The Grammy Effect,” the campaign, which will be broadcast in the States on CBS, has been built around the idea that what happens on stage at the annual music awards show “Transcends the show itself, creating iconic music moments that ripple through all parts of popular culture.”
TBWA\Chiat\Day LA has teamed up with The Recording Academy for the eighth year in a row to promote the Grammy Awards
The campaign aims to posit the Grammys as “More than just an awards show,” and it's hard to argue with that statement given the effect they appear to have on consumers. Indeed, this year alone the Top 10 albums on the Billboard 200 were affected dramatically by the 56th Annual Grammy Awards, with eight of the Top 20 songs on the Digital Songs chart being performed live on the telecast. This probably has something to do with the viewership, which this year claimed 30.15 million viewers and 34 million social media impressions.
Lorde & The Grammy Effect
The campaign in centred around three TV spots by O Positive films, which demonstrate the various ways in which this year's nominated artists have inspired music fans. The first spot shows a selection of disparate karaoke fans singing along to Lorde's hit “Royals,” whilst the second clip features a metal head in a bus station banging his head along to a Taylor Swift song. You might not have believed before that a man could legitimately headbang to Taylor Swift before, but you will after seeing this! A third ad, featuring Mr Happy himself, Pharrell Williams, will also be launched closer to the telecast next year.
The campaign in centred around three TV spots by O Positive films, which demonstrate the various ways in which this year's nominated artists have inspired music fans
The Grammy Effect also plans to reach out into print, social media and outdoor, with a selection of executions featuring acts such as Beyonce and Daft Punk, and will also be offering “Unique social engagement opportunities” such as last year's unexpected bus takeover performance from Macklemore & Ryan Lewis. That impromptu performance received global media attention and over 4 million views on YouTube, so this year, who knows what ambitious schemes TBWA\Chiat\Day LA has up their sleeves to top it?
Taylor Swift & The Grammy Effect
Evan Greene, chief marketing officer of The Recording Academy (also known as The National Academy of Recording Arts & Sciences), said that previous campaigns “Have focused on the fans, or the artists, or the relationship that people have with music.” This year, however, they want it to be all about the event itself. He explains, “The Grammy Awards and telecast are a cultural force,” and they wanted to illustrate how the show can “Permeate our culture and live on long after the lights go down at the Staples Centre.” TBWA\Chiat\Day’s LA's chief creative officer, Stephen Butler, adds that “The GRAMMYs has long been a launching pad for new sounds, new artists, new trends and new ideas,” and feels that their 2015 campaign “Celebrates the fact that the GRAMMYs is about more than making music. It’s about creating and celebrating cultural moments.”