Behind the Record | 2019 Campaign
Remember liner notes? In the era of streaming, liner notes have disappeared and with it, the credit those who contribute to the making of an album deserve. The Recording Academy wanted to give credit where credit is due: while not everyone can stand on the GRAMMY stage and get an award - everyone who makes music deserves to be seen.
Strategy: For one day in October, the Recording Academy sought to bring those usually behind the record to the front. Behind The Record was a digital initiative that served as a thank you within and to the music industry.
Execution: We launched with a “Thank You” film starring the voices of GRAMMYs award winning artists and a microsite where artists could create Credit Covers -- a digital version of their album cover-bringing everyone behind the record literally to the front.
Results: Over 3,000 artists created Credit Covers including stars like Alicia Keys, Billie Eilish, Taylor Swift, Kelly Clarkson, John Legend, Halsey, and the Jonas Brothers. We spent $0 on media, but garnered 500 million impressions and 100% positive sentiment.
Visit the microsite.
PR: Billboard
Remember liner notes? In the era of streaming, liner notes have disappeared and with it, the credit those who contribute to the making of an album deserve. The Recording Academy wanted to give credit where credit is due: while not everyone can stand on the GRAMMY stage and get an award - everyone who makes music deserves to be seen.
Strategy: For one day in October, the Recording Academy sought to bring those usually behind the record to the front. Behind The Record was a digital initiative that served as a thank you within and to the music industry.
Execution: We launched with a “Thank You” film starring the voices of GRAMMYs award winning artists and a microsite where artists could create Credit Covers -- a digital version of their album cover-bringing everyone behind the record literally to the front.
Results: Over 3,000 artists created Credit Covers including stars like Alicia Keys, Billie Eilish, Taylor Swift, Kelly Clarkson, John Legend, Halsey, and the Jonas Brothers. We spent $0 on media, but garnered 500 million impressions and 100% positive sentiment.
Visit the microsite.
PR: Billboard
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Anderson .Paak Credit Cover
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The Jonas Brothers BTR Tweet with their Credit Cover
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Taylor Swift shares her Credit Cover to Instagram Stories
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