While the Recording Academy initially launched Facebook, Twitter, and YouTube pages for the Grammys last year, this year is a "natural extension of where we started," said Evan Greene, CMO of the Recording Academy. This year's marketing theme is "We're all fans," and the social media and advertising reflects that message.
"Social media is all about fans and interaction and engagement," Greene said. "The alignment of social media and music was absolutely the perfect overlap. We wanted to extend what we were already doing with social media, which was becoming an important part of our overall communications strategy."
The Recording Academy works with PR AOR Rogers & Cowan, and for this effort it tapped into the agency's digital division, eMedia, to help with the more social elements.
"The Academy let us know that this year, it was really important for them to establish thought leadership and they looked to us to establish digital relationships," said Jennifer Fader, VP at eMedia. "It was exciting for us, as an agency, to help a huge traditional organization evolve into this new landscape."
The Recording Academy revamped Grammy.com and launched a "We're All Fans" microsite. In addition to its presence on Twitter, Facebook, and YouTube, Grammys also rolled out an iPhone app, enlisted music bloggers to write for its Web site, and is featuring guest bloggers including Rolling Stone's David Wild.
The online Grammy Live stream kicks off during the afternoon of January 29 and will feature Grammy week events, pre-telecast awards, views from the red carpet, and after-party footage.
"We're trying to break away from the traditional broadcast mentality, so the online event is going to be much more interactive," said Peter Anton, VP of digital media for the Recording Academy.
Additionally, the Recording Academy is hosting a Social Media Rock Star Summit on January 29, featuring representatives from sites including Twitter, Mashable, and Digg talking about how social media impacts the music industry. That event will be moderated by CNN's Rick Sanchez and live-streamed on CNN.com.