The Recording Academy and TBWA\Chiat\Day LA have announced "Long Live Music," a new campaign celebrating the 60th GRAMMY Awards, a cultural bridge between the prestige of music’s iconic past and the promise of music’s boundless future.
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The campaign's first TV spot, "Critics," chronicles various artists who have defied convention and left an indelible mark on popular culture.
From Elvis Presley, the Beatles, David Bowie, Aretha Franklin, and Madonna to Prince, Eminem, Lady Gaga, and Jay Z, these iconoclasts followed their own muse on their respective creative journeys only to each wind up with the world's most coveted musical acknowledgment: the GRAMMY statue.
The campaign's second film, "They Said," will celebrate 60 years of once-in-a-lifetime GRAMMY performances.
"'Long Live Music' is an anthem, representing the idea that despite celebrating six decades of some of the greatest music ever recorded and performed, we are just getting started," said Evan Greene, Chief Marketing Officer of the Recording Academy. "This year's campaign isn't simply about an award show. It is about honoring music's ability to shape culture, and celebrating how music unites and inspires fans around the world and across generations."
Nominations for the 60th GRAMMY Awards will be announced Tuesday, Nov. 28.
The 60th GRAMMY Awards will take place at Madison Square Garden in New York on Jan. 28, 2018, airing live on CBS from 7:30–11 p.m. ET/4:30–8 p.m. PT.
