The Recording Academy Bows 'We Are Music' Awareness Campaign
The Recording Academy has launched its first branding campaign.
“We Are Music” bows Monday (July 23) with a 60-second black and white clip, directed by noted photographer/videographer Danny Clinch, that features R&B artist H.E.R. creating a new track in the studio with fellow Recording Academy members producer Swizz Beatz, engineer Ann Mincieli, music director Rickey Minor and producer/instrumentalist Chad Hugo.
The campaign has been in the works for years, says the Recording Academy’s chief marketing officer, Evan Greene, after research showed that “while there was great familiarity and understanding about our marquee Grammy brand, the parent organization, the Recording Academy, and the work we do on behalf of music creators did not enjoy the same level of awareness or understanding."
“We’ve been using that data to implement a number of changes at the Recording Academy,” he continues. “Specifically, as it relates to this campaign, we were able to use it to begin to lay out the foundational elements of a marketing program.”
The long-term campaign, which is aimed at the music community at large, is to help remind people that music creation goes on every day at all levels and needs to be supported. “When do we ever just celebrate creators just for being who they are and doing what they do?” Greene asks. “For years, art has been devalued, creators have been commoditized. Someone has to push back against that trend. As a non-profit, member-based organization whose sole mission it is to ensure that the creative community remains thriving and that music remains a valued part of our culture, we felt it was up to us to do that… We don’t need to wait for artists to win an award before we honor their daily commitment to the craft.”
In the middle of the 60-second spot, a voiceover asks, “Do you believe all musicians should get paid fairly?” Greene advises that the campaign “isn’t intended to be a call-to-action… But it does call out the things that make our music community what it is and the things that connect everyone in our community — the things all creators do to hone their craft, their passion for music and, yes, their beliefs that, among other things, all music creators need to be valued and paid fairly for their work.”
Over the next few weeks, the rollout will continue with a number of shorter, shareable film clips, as well as print, outdoor and digital elements spread throughout digital and social media properties.
The Recording Academy sent out an email to its membership Monday morning about the campaign, which said, in part, “It’s important for us to celebrate the people who create music every day, the people who are the lifeblood of the Recording Academy… You work hard to hone, master and share your craft. We Are Music honors that craftsmanship. We hope it makes you proud to be a member of the Recording Academy and broader music community."