The GRAMMYs have always been a big night for recording artists and their fans. This year the fans will get to feel they are more a part of the party. The Recording Academy, the foundation who votes and hosts the awards show, has always been very reluctant to change and embrace the newest trends. The RA was hard pressed to add Rap as an awards category and did not give a GRAMMY for Best Rap Album until 1996 and Best Rap Song until 2004. It seems now the RA is running with one of the top trends, Social Media. The GRAMMYs have always been very protective of their brand and liked having the control over its message and brand. By using social media they are exposing themselves to interactions with fans who might not always agree with the GRAMMYs opinion or ideas.
The GRAMMYs saw how social media has not only become a huge part of their industry, but in our culture over all. Many of the recording artists up for GRAMMY awards have their own fan pages on facebook, including Beyonce, who has over 2 million fans, and Lady Gaga who has over 5 million fans.
Before going full force into social media the GRAMMYs created a task force in 2008 and worked hard in 2009 to see the best ways to use social media to promote the GRAMMYs. They wanted to make sure if they made the jump to social media they made it knowing their target demographic and what social media sites the demographic visited the most. The GRAMMYs are now on twitter, facebook, and YouTube and have promoted their social media plan with WereAllFans campaign. The facebook page currently has over 100,000 members, growing every day.
The WereAllFans site has constant update feeds from twitter, flickr, facebook, & YouTube and feeds into each GRAMMY nominated artists page on the site creating an ever involving portrait of the artist. During the awards show the GRAMMYs will use live updates and encourage tweeting from fans watching. After being slow to embrace the idea the GRAMMYs plan to continue investment into social media for the future.
If you or your business need help embracing the social media craze contact us at Interactivity Marketing!
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