World Listens: 2013 GRAMMY Work Focus On New Talent

‘The World Is Listening’ is the new campaign from The Recording Academy and CBS promoting the 55th GRAMMY Awards (as well as the title of unrelated records from a slew of artists such as Akua Naru and Palomine) and features creative from current award nominees Black Keys, Taylor Swift and Rihanna.


The campaign for the 2013 awards show, on 10 February in Los Angeles and broadcast live on the CBS Network, is the sixth year in a row that agency TBWA\Chiat\Day has developed the awards promotional marketing.


Their 2013 #TheWorldIsListening campaign, which includes up-and-coming artists as well as the aforementioned established stars, is rolling out across print, out-of-home and digital platforms as well as three spearhead TV spots.


The first commercial, “Slammed Door,” tells five-time GRAMMY winner and current nominee Rihanna’s story.



The second commercial, “The World is Listening,” features artists including the Kills, Snoop Lion and Taylor Swift alongside emerging artists such as Grace Potter, Kishi Bashi and Dam-Funk.


See http://et.tv/13myXjW


Two-time GRAMMY winners and current nominees the Black Keys will appear in the forthcoming commercial titled “Soundcheck.”


See http://www.grammy.com/videos#ooid=JhYnloODpllwr4bwa5gOEhVGIGLHXal_


The film work drives viewers to the campaign’s web-based hub at www.grammyamplifier.com – a platform that allows musicians to share their tracks via SoundCloud in return for the chance to have their music tweeted by musical icon panel of stars that includes Linkin Park, RZA, and Snoop Lion.


Thus the 2013 campaign aims to highlight both the raw emotion and desire and drive of the artist’s journey. Amplifying it through social media to provide wider music fan exposure and engage more people in the new music conversation.


The GRAMMYs is certainly a brand name and an event that embraces fame and success, but this campaign aims to highlight the long, big picture musician’s journey. This, in Rihanna’s example, the career span from a child taking her first piano lessons, through the passion and determination (as well as the talent) that can lead to success and fame.




Social media provides musicians with ever more tools and routes share the songs, but it is a fragmented landscape that can be challenging to navigate. So discovery and success is as tough as ever for emerging artists and bands.


The objective of the #TheWorldIsListening campaign and of the online GRAMMY Amplifier site is to further solve this problem by providing an accredited space and a star support system with established music credentials. The end aim is to discover artists who have the potential to become future GRAMMY winners..


For the first time in a GRAMMYs campaign, all of the creative executions and supporting material heavily features the campaign hashtag #TheWorldIsListening – a sure sign of the role of social media at the 2013 GRAMMYs show, in the music industry in particular and across the wider communication landscape.


Indeed, the 2012 GRAMMY Awards generated in excess of 13 million social media comments and organisers claim it was the biggest social media event in the history of television at the time.










Rihanna YouTube

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