SANTA MONICA, Calif.
Jan. 7, 2013
/PRNewswire/ -- The Recording Academy
and TBWA\Chiat\Day have teamed for the sixth year to promote the 55th Annual GRAMMY Awards
with the ad campaign "#TheWorldIsListening." The
55th Annual GRAMMY Awards
will be held on
Sunday, Feb. 10, 2013
, at the
STAPLES Center in Los Angeles
and will be broadcast live in HDTV and 5.1 surround sound on the
CBS Television Network
8 – 11:30 p.m. (ET/PT)
. For updates and breaking news, please visit The Recording Academy's social networks on
"#TheWorldIsListening" campaign features both established and up-and-coming artists across 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 artists including the Kills, Snoop Lion and
alongside emerging artists such as Grace Potter,
and Dam-Funk. Two-time GRAMMY winners and current nominees the Black Keys will appear in the forthcoming commercial titled "Soundcheck."
At the heart of this year's "#TheWorldIsListening" campaign is a newly created Web site,
, which allows musicians to share their tracks via 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 has given musicians more ways to share their sounds than ever before, the online music space is increasingly fragmented. As a result, it gets more difficult for emerging artists to be discovered. "#TheWorldIsListening" campaign and the GRAMMY Amplifier aims to help solve this problem by exposing new artists through social platforms — with the ultimate goal of discovering artists with the potential to be the next generation of GRAMMY winners..
"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," said
, Chief Marketing Officer of The Recording Academy.
, Creative Director, TBWA\Chiat\Day, said, "Sure, the music industry embraces fame — but music always comes first. 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."
All of the campaign materials prominently feature the hashtag #TheWorldIsListening, a first in GRAMMY history and a testament to the role of social media with regard to the GRAMMY telecast. In
, the 54th Annual GRAMMY Awards generated more than 13 million social media comments making it the biggest social media event in the history of television at the time.
About The Recording Academy
Established in 1957, The Recording Academy is an organization of musicians, songwriters, producers, engineers and recording professionals that is dedicated to improving the cultural condition and quality of life for music and its makers. Internationally known for the GRAMMY Awards — the preeminent peer-recognized award for musical excellence and the most credible brand in music — The Recording Academy is responsible for groundbreaking professional development, cultural enrichment, advocacy, education and human services programs. The Academy continues to focus on its mission of recognizing musical excellence, advocating for the well-being of music makers and ensuring music remains an indelible part of our culture. For more information about The Academy, please visit
. For breaking news and exclusive content, follow @TheGRAMMYs on
, like "The GRAMMYs" on
, and join The GRAMMYs' social communities on
About TBWA\ Chiat\ Day
TBWA\Chiat\Day, with offices in
, was named the
magazine Agency of the Year in 2011. TBWA\Chiat\Day is part of TBWA Worldwide. TBWA Worldwide (
) creates Disruptive Ideas expressed through Media Arts for global clients, including ABSOLUT, Accenture, adidas, Apple, Energizer, Four Seasons, GSK, Henkel, Infiniti, McDonald's, Michelin, Nissan, Pernod Ricard, Pfizer, Roche, Standard Chartered Bank, Singapore Airlines. TBWA is ranked as a Top 10 worldwide advertising agency and was recognized by Advertising Age in 2010 as the "Best International Network of the Decade." TBWA has 274 offices in 100 countries and over 11,000 employees worldwide.
TBWA is part of Omnicom Group Inc. (NYSE: OMC) (
), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.