Music Posters Start Singing in the Promotion of Grammys

A popular music event is always anticipated both by the artists, but also by their fans and its promotion should ensure that the anticipation is maintained at the highest level.

It’s not easy to come up with a campaign that meets the expectations of such a big music audience and that’s when creativity is needed more than ever. Grammy Awards have teamed up with the advertising agency TBWA\Chiat\Day LA, in order to create a video promoting the nominated Albums of the Year in a creative and most of all, visually appealing mashup.

Music posters start singing in the promotion of GRAMMYs

Thus, they have created a video showing the artists’ posters singing their most popular songs, with the mashup switching songs every time the passer-by moves from one poster to another. Kendrick Lamar, Alabama Shakes, Chris Stapleton, Taylor Swift and The Weeknd are all ‘present’ at the video, with their songs harmonically blending together, creating a great mashup for every music fan.

Music posters start singing in the promotion of GRAMMYs

As Jason Karley, the agency’s creative director, told Adweek, they were looking for a way to promote the awards by including the artists, even without having to bring them on set, due to time and money restrictions:

“We wanted to do something to get people excited for the Grammys, featuring multiple artists, that had a bigger conceptual idea than the usual list of celebrities, but didn’t have the time or money to get them all together for a shoot”

Moreover, the idea was to come up with a clever concept, but still in a way that is not ‘too creative’ to be consumed by the moment it is watched. Thus, there was no need to over do it with further innovation, as they preferred to make sure that the lip sync poster battle would be the centre of attention for the audience.

This allowed them to remind us the nominations for the album of the year, by also promoting the actual ceremony, which will take place on February 15.

Is there a better way to grab our attention and leave the tunes once again stuck in our heads?


Client: Grammy Awards
Agency: TBWA\Chiat\Day LA
Chief Creative Officer: Stephen Butler
Creative Director: Jason Karley
Creative Director: Micky Coyne
Sr. Art Director: Tiffany Lam
Sr. Copywriter: Angie Ogburn
Managing Director: Stan Fiorito
Account Director: Pamela Lloyd
Account Executive: Ashley Pratt
Account Executive: Caroline Hanley
Director of Production: Brian O’Rourke
Executive Producer: Anh-Thu Lee
Producer: Micah Kawaguchi-Ailetcher
Director of Business Affairs: Linda Daubson
Executive Business Manager: Lisa Lipman
Business Affairs Manager: Mimi Hirsch
Group Planning Director: Neil Barrie
Planner: Audrey Tyau
Production Company: Pretty Bird
Director: Vania Heyman
Director of Photography: Hunter Robert Baker
Executive Producer: Suzanne Hargrove
Head of Production: Tracy Hauser
Producer: Natan Schottenfels
Editorial & Animation:
Editor: Vania Heyman
Online, VFX and Color: Brewster Parsons
VFX Supervisor/Lead Flame Artist: Louis Mackall
Flame Artist: Graziella Gandolfi
Tracking: Jarrod Avalos
VFX Producer: Jami Schakel
VFX Coordinator: Amanda Macke
Executive Producer: Darcy Parsons
Executive Producer: Jason Cohon
Mix: Beacon Street Studios
Lead Mixer & Sound Designer: Rommel Molina
Executive Producer: Erin Reilly
Assistant Mixer: Aaron Cornacchio
Music: Squeak E Clean
Remix By: Justin Hori for Squeak E Clean Productions
Creative Direction: Justin Hori
Executive Producer: Carol Dunn
Senior Producer: Amy Crilly

Written by Tereza Litsa

Social media and content manager, blogging about social media and marketing.


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