For the 61st Annual GRAMMY Awards, which will take place Feb. 10, the Recording Academy and creative agency TBWA\Chiat\Day have put together a new campaign that speaks to the all-encompassing power of music. The campaign focuses on music at a DNA level, with the depiction of a music sound-wave, and celebrates the broader community of music fans, and the ability of music to bring us all together in a powerful and shared human experience.
With the new slogan “Let’s Hear It,” launching Dec. 2nd, the campaign appeals to the music fan who is more than just a casual listener. This isn’t for the background music crowd. Instead, “Let’s Hear It” is for the ones who live and breathe music, whether that be as a creator or fan.
Throughout the campaign, fans will notice the captivating sound-wave design that will translate to social posts, such as static and video carousels on Facebook and Instagram. Various artists seem to break out of the wave, speaking to the idea of the live music listening experience and music’s ability to transcend the recording, reaching people on a human level.
Earlier this year, the Recording Academy launched the first Academy-focused brand campaign in its 60 year history, “We Are Music”. Highlighting the community of music creators who bring music to life, “We Are Music” focuses on the Academy’s support of this diverse mix of professional songwriters, instrumentalists, engineers, producers and performers, and their driving passion for their craft. The campaign for the 61st Annual GRAMMY Awards expands on this by bringing everyone together, including music fans, for a shared celebration of music and performance.
Film advertisement created by TBWA, United States for GRAMMY Awards, within the categories: Music, TV Promos.
Chief Creative Officer: Renato Fernandez
Executive Creative Director: Linda Knight
Creative Director: Jason Karley
Design Director: Scott Heirs
Senior Copywriter: Gabriel Miller
Senior Art Director: Nic Buckingham
Copywriter: Mari McMurray
Art Director: Mack Gire
Designer: Billie Heitzman
Junior Art Director: Stephanie Sczublewski
Junior Copywriter: Alejandra Vidal
Account Director: Pamela Lloyd
Management Supervisor: Caitlin Miller
Account Supervisor: Sharon Hsu
Account Executive: Annie King
Senior Planner: Iyana Sarrafieh
Executive Director of Production: Brian O’Rourke
Executive Producer: Anh-Thu Le
Associate Producer: Erika Buder
Director of Business Affairs: Robin Rossi
Senior Business Affairs Manager: Cecilia Prins
Business Affairs Manager: Jason DeLos Santos
Executive Print Producer: Hashi Clark
Print Producer: Whitney Knecht
Additional Credits: Recording Academy Brand Team
Chief Marketing Officer: Evan Greene / The Recording Academy