GRAMMY Amplifier: Hyundai & The Recording Academy Mentor Emerging Artists

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Hyundai activated its sponsorship rights via the ‘GRAMMY Amplifer’ – a primarily philanthropic program aimed at mentoring emerging artists.


The partnership between Hyundai and the Recording Academy itself is based on the online Grammy Amplifier – an online music space that not only mentors new artists, but also provides them with an opportunity to elevate their careers by showcasing their talent.


This 2015 Grammy Amplifier marks the renewal of the partnership between Hyundai and The Recording Academy in the form of a three-year partnership which sees Hyundai become the official vehicle partner of the Grammy Awards.


Back in January the campaign launched with a ‘How To Submit’ spot promoted via The Grammys YouTube Channels and the auto brand’s own social platforms 9along with the #GetAmplified hashtag.



The campaign launched with the tagline: ‘Seize the music career opportunity of a lifetime. Live your dream of taking your music to the next level by submitting your song today. Upload your best song via Soundcloud and start promoting it through social media. Who knows, you might just be the next big thing.’


Young musicians were driven to enter submissions at


An initial top 25 artists were decided upon based on their track plays and social media “amplifications” and this group were all brought together for a GRAMMY Amplifier mentorship experience.


This year’s GRAMMY Amplifier ambassador is three-time GRAMMY and Brit winner Mark Ronson – who appeared in much of the supporting creative too.


Ronson works alongside the curators of this year’s program – the Band Perry, Ziggy Marley, and singer/songwriter Allen Stone.


The GRAMMY Amplifier website will feature the mentoring session video series.


The episodes document the year-long learning experiences of the 2014 winners and include footage from a studio session with Ronson, the experience of performing on the road as opening act for Allen Stone, and conceptualizing and filming a music video under the guidance of industry professionals.


A 3-minute 20-second online spot supports the initiative,



The ambassador and curators vetted talent through the digital submissions and then select the three winners of program – each of whom were awarded one of the initiatives valuable prizes:

  • 1. A studio recording session with a Grammy-winning producer.
  • 2. Filming and starring in their own music video with a noted director
  • 3. Securing an opening spot for a noted musician and/or at a music festival.


The who initiative was promoted by an in-telecast, 30-second TV commercial in the GRAMMY telecast itself



and by a 15-second cut down TVC.





This initiative may be part cause and part commercial, but it is a serious brand-backed music programme that sees the sponsor deeply embedded with the property owner and truly committed to supporting great new music.


‘We couldn’t be more excited to continue our dedication not only to the Grammys but to the celebration and support of making music,’ says Hyundai America’s marketing and communications director David Matathia.


‘The Amplifier program and our partnership with the Grammys allow Hyundai to celebrate innovation and creativity through a truly unique and inspiring platform.’


Hyundai’s GRAMMYs auto partnership was ambushed during the telecast by Ford, who bought commercial space to run its current Lincoln brand spot featuring Matthew McConaughey,



and an innovative new ‘Music Selfie Experiment’ commercial.





Grammy Amplifier





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