Twitter is well known for connecting us to the best of artists and for the Grammys this year, the bond is especially strong with #TheWorldIsListening. This promotional campaign features a vast array of established artists and is allowing all types of aspiring talent to submit their music to grammyamplifier.com, where among the sound curators will be Snoop Lion, Kelly Clarkson, Ozzy Osbourne, Linkin Park and RZA.
The site has been provided by The Recording Academy (a respected organization of music professionals and advocates that are synonymous with the Grammys) and is powered by SoundCloud. Visitors to the website can “amplify” songs, giving musicians a chance to be recognized by big artists and have their music tweeted out to millions worldwide.
The campaign for this groundbreaking social media movement was created by TBWA\Chiat\Day, an agency at the forefront of exposure with an impressive list of global clientele. Along with their anthem film, they also have two additional celebrity commercials for #TheWorldIsListening - “Slammed Door” with Rihanna and “Soundcheck” with the Black Keys.
"This year's campaign highlights the raw emotion and desire of the artist's journey, and is amplified via social media in order to draw more music fans into an engaged music conversation," says Evan Greene, Chief Marketing Officer of The Recording Academy.
Patrick Condo, Creative Director, TBWA\Chiat\Day, says, "Sure, the music industry embraces fame — but music always comes first. From RZA to Rihanna, to the young girl taking her first piano lesson, it's their passion for the craft that will, ultimately, lead them to the public and then fame. This year's campaign celebrates this passion and the talent as burgeoning artists embark on that quest for fame."
So, who are the all big name performers involved with #TheWorldIsListening?
Well, the list is long and it includes: Kelly Clarkson, Black Keys, The Kills, Rihanna, Taylor Swift, Ozzy Osbourne, Papa, Linkin Park, Kishi Bashi, DaM-Funk, Grace Potter, Warpaint, Moon Duo, RZA, Dengue Fever, Snoop Lion, Nas, Gary Clark Jr., Gaslamp Killer, Anthony Valadez, Simian Mobile Disco, Patrick Watson, Jim James, Lianne La Havas, Kaskade, Jonathan Wilson, Blood Diamonds, Cat Power and Dr. John.
Special thanks to Marianne Stefanowicz/TBWA.