We're All Fans

Academy unveils innovative ad campaign
  • The Recording Academy
January 12, 2010 -- 3:45 am PST

(For a complete list of 52nd GRAMMY Award winners, please click here.)

The Recording Academy and TBWA\Chiat\Day Los Angeles unveiled an innovative advertising campaign for the 52nd Annual GRAMMY Awards, airing live on CBS Jan. 31, 8–11:30 p.m. ET/PT. The fully integrated campaign, titled "We're All Fans," highlights music fans' unprecedented impact in the current digital age.

The heart of the campaign is the Web site, www.wereallfans.com — a first-of-its-kind interactive fan experience — featuring portraits of GRAMMY-nominated artists composed entirely of real-time, fan-generated YouTube, Twitter, Flickr, and Facebook postings. This user-submitted content is continuously gathered from these social media platforms and refreshed on the campaign site to form a constantly evolving, "living" portrait of each artist. TV, print, out-of-home, and interactive all support and will drive traffic to the site.

"Music connects us all and while it comes to life in the hands of artists, it lives and breathes in the hearts and minds of fans," said Evan Greene, Chief Marketing Officer of The Recording Academy. "With the natural evolution of social media, fans have become a cultural force driving the power of music, and this year's ad campaign celebrates the connection between fans and some of today's most relevant artists."

"Fans have always been the driving force of music, but with the rise of social media they are now more powerful, more connected and more influential than ever," said Patrick O'Neill, executive creative director at TBWA\Chiat\Day\Los Angeles. "We wanted to tap into what music fans are already doing: sharing, tweeting, singing about their favorite song/musician/lyric every second, every day, all over the Web. The 'We're All Fans' GRAMMY Awards campaign harnesses this enthusiasm and puts the fans at the center of the idea. And we all know, music is nothing without the fans."

Inspired by www.wereallfans.com, TV, print and out-of-home will use social media as building blocks to highlight the varied and unique ways fans pay homage to their favorite artists. TV commercials will include Beyoncé, Lady Gaga, and LL Cool J. Print and out-of-home advertisements feature the five artists nominated for Album Of The Year — Beyoncé, the Black Eyed Peas, Lady Gaga, Dave Matthews Band, and Taylor Swift — as well as other current nominees including Billie Joe Armstrong of Green Day, Pink, and Carrie Underwood.

The Web site will also have the built-in functionality for users to upload their own image and create a "We're All Fans" portrait of themselves, built from fan-generated content about their chosen artist. Fans are urged to return to the site often as new artists will be added throughout the run up to the GRAMMY Awards telecast on Jan. 31.

Leading men's fashion designer John Varvatos has designed a collection of "We're All Fans"-inspired GRAMMY T-shirts to further support the 52nd GRAMMY Awards that will be available for purchase nationwide through his stores and through Bloomingdales stores. The shirts feature this year's Album Of The Year nominees and will cost $45, with proceeds going to support The Recording Academy's charitable affiliates: MusiCares and the GRAMMY Foundation.

The 52nd GRAMMY Awards will take place live on Sunday, Jan. 31, at Staples Center in Los Angeles and will be broadcast in HDTV and 5.1 Surround Sound on the CBS Television Network from 8–11:30 p.m. (ET/PT). The show also will be supported on radio via Westwood One worldwide, and covered online at GRAMMY.com and CBS.com, and on YouTube. Additional performers, presenters and special segments will be announced soon. For GRAMMY coverage, updates and breaking news, please visit The Recording Academy's social networks on Twitter and Facebook.

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