Behind The Scenes: On Set With Rising R&B Star Ella Mai
The 61st GRAMMY Awards on Feb. 10 is just days away, and to get fans even more excited, the Recording Academy is taking them behind the scenes with first-time GRAMMY nominee Ella Mai for a music video collaboration featuring her hit single "Boo'd Up."
The song is getting a music video makeover, but it won't be your typical set of visuals. This will be an experience you'll have to engage with to see more of. Consisting of four parts, the video will ask viewers to interact with it by in order to unlock the next segment. As it goes on, each video segment progresses into a more elaborate scene filled with guests and surprises.
"Ultimately, what you see when we launch will be completely different from the video that you see when we conclude," Recording Academy Chief Marketing Officer Evan Greene said in the Behind The Scenes video.
Video director James Frost said the idea is to take you on a visual journey:
"One [video setup] we start at the beginning, which is a really stripped-down version of the video. Gradually, in each additional setup we build the video up even more, so the idea of being when people click at certain points the video will evolve and become bigger."
"Each year on the GRAMMYs, we try to do something with an artist that's very relevant to that year and so we're always looking for someone that's topical to kind of star in our promotions for that year's theme," Creative Director Jason Karley said on why they worked with Mai.
Greene adds: "Ella Mai's 'Boo'd Up' is a song that's permeated culture and so everybody knows this song, but now we want to give people a little bit of a different way to experience it, unlike anything they've ever seen before."
Watch how the Recording Academy and Ella Mai put together this elaborate project in the above video, and tune into the 61st GRAMMY Awards to see Ella Mai and more of your favorite artists.
To watch Mai's video, go to grammysevolving.com.