Grammys will dance to a new tune under Roecker

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.

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