SANTA MONICA, CA: The Recording Academy, which runs the Grammy
Awards, has hired new senior management, including a PR chief, to
freshen up its public message.
Joining the organization as director of communications is Ron Roecker,
formerly a vice president in Ketchum's brand marketing group. The
Recording Academy's CEO Michael Greene has also hired a COO, Wayne
Baruch, and a new CFO, Susan Leary.
The Academy currently works with entertainment agency Rogers & Cowan,
but is now reviewing all of its public relations programs.
Roecker said the Rogers & Cowan relationship was unlikely to be
affected, but has sent an RFP to select agencies for a number of new
tasks. "We are looking for firms to do a branding campaign for the
Grammy Foundation and our MusiCares program," he explained.
The Grammy Foundation is an education program which seeks to promote
music in school curricula. According to Roecker, slaves during the Civil
War used rap as a way of remembering information. That idea is now being
used in schools to help children improve their math and science
MusiCares offers assistance to musicians with substance abuse
The 2001 Grammy Awards, hosted by comedian Jon Stewart, were watched by
26.6 million viewers, according to Nielsen Media, compared with 27.8
million the previous year.