Taking the GRANNY out of GRAMMYs

Tarun Mitra
Feb 1, 2014 · 2 min read

GRAMMY, a name that has become synonymous with the best and the biggest names in the music industry. Not many know that though the name is old, the phenomenon is fairly new. The Recording Academy has quite recently transformed itself from a once-per-year TV Awards show to Music’s Biggest Brand, thanks to the incredible power and reach of its innovative digital media campaigns.

It isn’t just popularity that drove 30.15 million TV viewers and 34 million social media interactions for the 56th GRAMMY Awards on January 26th. As Evan Greene, chief marketing officer at The Recording Academy puts it, “These consistently growing statistics underscore the overwhelming excitement and passion for the Grammys across today’s most meaningful social platforms”.


What was trick behind the magic weaved by The Recording Academy? Websites, second-screen apps, social media campaigns, interactive strategies that attract partners — there was no stone left unturned by the GRAMMYs. For a detailed note on GRAMMYs digital transformation read my Guest Post on Digital Insights

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