Create a digital/social series that allowed for the GRAMMY.com team to promote the GRAMMYs telecast and brand in the midst of the Recording Academy’s internal “Black-out” period, which doesn’t allow for us to spotlight a singular artist/music creator who is under consideration during any of the membership voting periods. (Read: promote tune it, but avoid any perception of preferential treatment). We also needed an execution that could also flow into the halo-period of the show (week after telecast premiere).
The digital team crafted a line-up of talent that was relevant in pop culture and/or in the music making community, diverse, represented different genres---yet did not have any submitted work that was up for up for consideration. Mustard (Producer/R&B/Rap), Kathy Griffin (Comedy), Leslie Ann Jones (Sound Engineering), Denis “LaTroit” White (Dance), Fantastic Negrito (Blues), Brenda Lee (GRAMMY Lifetime Achievement Honoree), Jimi Westbrook of Little Big Town (Country), T-Pain (R&B/Hip Hop).
Each installment was posted weekly at the same time across the Recording Academy/GRAMMYs digital ecosystem --- .com, Instagram, Facebook, YouTube, and Twitter.
The digital team crafted a line-up of talent that was relevant in pop culture and/or in the music making community, diverse, represented different genres; yet didn’t have any submitted work that was up for up for consideration. Mustard (Producer/R&B/Rap), Kathy Griffin (Comedy), Leslie Ann Jones (Sound Engineering), Denis “LaTroit” White (Dance), Fantastic Negrito (Blues), Brenda Lee (GRAMMY Lifetime Achievement Honoree), Jimi Westbrook of Little Big Town (Country), T-Pain (R&B/Hip Hop), Dave Ellefson of Megadeath (Metal)
Each installment was posted weekly at the same time on YouTube and IG TV.
Was a part of the larger strategy this awards show, that saw IGTV drive over 1.5M views, resulting in 87% YoY increase in video views on Instagram.
