"Seeing how Twitter and Facebook have really become the preferred mediums for a lot of people to share information and communicate, it just made sense," said Barb Dehgan, VP of communications and media relations for both The Latin Recording Academy and The Recording Academy. "There is so much information about the show that is of interest to people, so it's a great vehicle to get that information out there and spread it to their friends."
The Latin Recording Academy is working with AOR Rogers & Cowan, which also works for The Recording Academy and the Grammys, on traditional media relations to Spanish- and English-language print, TV, and radio outlets. While the Academy is handling all social media internally, Rogers & Cowan has helped spread the word about its social media strategy.
Additionally, street parties, held in cities across the country, are also building buzz for the show, with performances, product sampling, and displays from event sponsors, such as McDonald's and Verizon Wireless. The first event was held in West New York, NJ, on September 27 and the street parties will culminate with one held in Las Vegas on November 1. The Latin Recording Academy also hosts the "Latin Grammys in Schools" program in the chosen markets, educating students about careers in the music industry.
"It really is about a celebration of Latin music, but it's also to raise the awareness of what the Latin Recording Academy does," Deghan said of the goals of the campaign. "[And that] is honor excellence in recorded Latin music, but also provide educational and outreach programs and opportunities for the Latin music community."