Taylor Swift will be among the artists featured in commercials to promote the 55th Annual GRAMMY Awards. The Recording Academy and TBWA\Chiat\Day have teamed up for the sixth year to promote the GRAMMYs with the ad campaign #TheWorldIsListening which features both established and up and coming artists in a variety of print, out-of-home and digital communications, as well as three TV commercials.
The first commercial, “Slammed Door,” tells five-time GRAMMY winner and current nominee Rihanna’s story. The second commercial, “The World is Listening,” features Taylor, the Kills and Snoop Lion alongside emerging artists Grace Potter, Kishi Bashi and Dam-Funk. Two-time GRAMMY winners and current nominees the Black Keys will appear in the upcoming commercial titled “Soundcheck.”
A new website, www.grammyamplifier.com, has been created at the heart of the #TheWorldIsListening Campaign to allow musicians to share their music through SoundCloud for a chance to have their music tweeted out by a panel of musical icons including Linkin Park, RZA, and Snoop Lion. While social media allows musicians to easily share their music, the space is fragmented, making it more difficult to be discovered. #TheWorldIsListening campaign and the GRAMMY Amplifier will help solve this problem by exposing new artists through social platforms.
“This year’s campaign highlights the raw emotion and desire of the artist’s journey, and is amplified via social media in order to draw more music fans into an engaged music conversation,” Evan Greene, Chief Marketing Officer of The Recording Academy, said.
“Sure, the music industry embraces fame — but music always comes first,” Patrick Condo, Creative Director, TBWA\Chiat\Day, said. “From RZA to Rihanna, to the young girl taking her first piano lesson, it’s their passion for the craft that will, ultimately, lead them to the public and then fame. This year’s campaign celebrates this passion and the talent as burgeoning artists embark on that quest for fame.”
The 55th Annual GRAMMY Awards will be held on February 10, 2013, at the STAPLES Center in Los Angeles. It will air live on CBS at 8p|7c.