"The World Is Listening" The Grammys Ad Campaign

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 (www.grammy.com) 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.

"Slammed Door" featuring Rihanna above and below is "Soundcheck" with The Black Keys and voiceover by Dr. John

"#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 Taylor Swift alongside emerging artists such as Grace Potter, Kishi Bashi 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, www.grammyamplifier.com, 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 Evan Greene, Chief Marketing Officer of The Recording Academy.

Patrick Condo, 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 February 2012, 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.

"The World Is Listening" 55th GRAMMYs Full Campaign Credits:
Artists: The Black Keys, Gary Clark Jr., DaM-Funk, The Gaslamp Killer, Jim James, Kaskade, The Kills, Lianne La Havas, Linkin Park, Moon Duo, Nas, Ozzy Osbourne, Papa, Grace Potter, Rihanna, RZA, Simian Mobile Disco, Snoop Lion, Taylor Swift, Anthony Valadez, Warpaint, Patrick Watson, Jonathan Wilson.

Global Creative President: Rob Schwartz
Executive Creative Director: Patrick O’Neill
Creative Directors: Patrick Condo & Bob Rayburn
Associate Creative Director/Copywriter: Eric Haugen
Associate Creative Director/Art Director: Kirk Williams
Art Directors: Hillary Coe, Rebecca Ginos, Katie Dittman
Executive Director of Integrated Production: Richard O’Neill
Executive Producer: Sarah Patterson
Producer/Music Supervisor: Michael Gross
Assistant Producer: Whitney Fromholtz
Director of Creative Technology: Ricardo Diaz
Account Director: Michele Tebbe
Management Supervisors: Mike Peditto & James Aardahl
Account Supervisor: Daryl Conui
Group Planning Director: Rad Tollett
Digital Strategist: Kyle Luhr
Business Affairs Managers: KK Davis & Lisa Lipman
Typography Design: I Love Dust

DIGITAL PRODUCTION
Music Supervisor: Liza Richardson
Creative Technologist: David Riegler
Tech Lead: Gevorg Ablabutyan
Senior Developers: Marcelo Duende & Jake Edur
QA Lead: Lester Broas
QA Engineer: Walter Velasquez
Senior Producer: Justin Taylor
Producer: Kiley Story
Tech Lead: Mike Bucks
Technology Manager: John Byrne

PRINT & OOH PRODUCTION
Photographer: James Minchin
Executive Art Producer: Karen Youngs
Print Producer: Matthew MacDonald
Project Managers: Jane Martin, Collin Beckles
Creative Retouching: Arthaus
Prepress: E-Graphics

FILM PRODUCTION
Director: Saam Farahmand
Production Company: Furlined
President: Diane McArter
VP Executive Producer: Eriks Krumins
Producer: Dave Robertson
Original Music, Sound Design, & Mix: Barking Owl
Creative Director: Kelly Bayett
Mixer: Brock Babcock
Sound Design, "Slammed Door" and "Soundcheck": Barking Owl & Michael Anastasi
Editorial: Arcade
Editor, "The World is Listening": Kim Bica
Editor, "Slammed Door" and "Soundcheck": Greg Scruton
Post Producer: Kirsten Thon-Webb
Managing Partner: Damian Stevens
Executive Producer: Nicole Visram
Assistants: Dean Miyahira, John Jenkins, Pete D'Andrea, Laura Sanford
Visual Effects: The Moving Picture Company
Creative Director / VFX Supervisor: Paul O’Shea
Smoke Artist: Mark Holden
Telecine Artist: Ricky Gausis
Producer: Juliet Tierney
Executive Producer: Asher Edwards