In the above animated spot, the Recording Academy salutes not only its artists by weaving their album titles into the copy, but all of the people behind the stars who make the music happen.
The short was developed for the Recording Academy by Los Angeles advertising agency TBWA\Chiat\Day and it encourages record labels, web sites and streaming services to credit everyone—songwriters, producers, engineers and others—who contributes to creating hit songs.
The spot is narrated by J. Ivy, a composer and performer who also serves as president of the Academy’s Chicago chapter.
The Grammys’ “Behind the Records” campaign also is working to raise money for MusiCares, which helps support musicians in times of need.
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CREDITS
Client: Recording Academy:
Chief Marketing & Innovation Officer Lisa Farris
Managing Director of Marketing: Mazen Alawar
Marketing Director: Charles (Lee) Mills
Agency: TBWA\Chiat\Day LA
Chief Creative Officer: Renato Fernandez
Group Creative Director: Jason Karley
Head of Art & Design: Bruno Regalo
Senior Copywriter: Paula Henzel
Senior Art Director: Stephanie Johnson
Senior Designer: Chris Lopez
Director of Production/Producer: Anh-Thu Le
Executive Digital Producer: Ewan Anderson
FVLA Director: Renato Jabuka
Associate Producer: Joshua Levion
Director of Business Affairs: Robin Rossi
Director of Traffic Operations: Dessiah Davis
Managing Director: Jerico Dig Cabaysa
Management Supervisor: Marcus A. Black-Clark
Account Executive: Mike Hernandez
VP, Strategy: Sarah Rubinstein
Senior Connections Planner: Kevin Anthony Bautista
Jr. Strategist: Alana Gleason
Director of PR/Communications: Mikaela Liboro
Director of Project Management: Diana Crews
Production Partners
Director: Youth & Maldita
Production Company: The Youth
Post Production/Animation: Colossal
Music & Sound Production Company: Canja Audio Culture
Music Director/Arrangements: Eduardo Karas
Sound Executive Director: Filipe Resende
Sound Creative Director: Lucas Sfair
Drum’s Arrangement & Performance: Guilherme Moreno
Sound Engineer: Levi Mynssen
Studio Coordinator: Ana Flor
Sound Design: Pedro Souza/Diego Zorrilla
Recording Studio: Nico’s Studio
Technical Support: Guima Scartezini
Website Developers: Use All Five
CTO, Co-founder: Jason Farrell
CEO, Co-founder: Levi Brooks
Director of Production & Operations: Michelle Murphy
Developers: Ryan Gordon/Scott Nguyen
Jr. Art Director: Ben Kasum