For the 61st Annual GRAMMY Awards the Recording Academy and TBWA\Chiat\Day have put together a new campaign

Dec. 03, 2018

For the 61st Annual GRAMMY Awards, which will take place Feb. 10, the Recording Academy and creative agency TBWA\Chiat\Day have put together a new campaign that speaks to the all-encompassing power of music. The campaign focuses on music at a DNA level, with the depiction of a music sound-wave, and celebrates the broader community of music fans, and the ability of music to bring us all together in a powerful and shared human experience.

With the new slogan “Let’s Hear It,” launching Dec. 2^nd, the campaign appeals to the music fan who is more than just a casual listener. This isn’t for the background music crowd. Instead, “Let’s Hear It” is for the ones who live and breathe music, whether that be as a creator or fan.
Throughout the campaign, fans will notice the captivating sound-wave design that will translate to social posts, such as static and video carousels on Facebook and Instagram. Various artists seem to break out of the wave, speaking to the idea of the live music listening experience and music’s ability to transcend the recording, reaching people on a human level. 

Earlier this year, the Recording Academy launched the first Academy-focused brand campaign in its 60 year history, “We Are Music”. Highlighting the community of music creators who bring music to life, “We Are Music” focuses on the Academy’s support of this diverse mix of professional songwriters, instrumentalists, engineers, producers and performers, and their driving passion for their craft. The campaign for the 61st Annual GRAMMY Awards expands on this by bringing everyone together, including music fans, for a shared celebration of music and performance.