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What type of company could enlist the likes of Kanye West, Thom Yorke, Stevie Wonder, Lil Wayne, and Coldplay, among others, for an ad campaign that will span TV, radio, print, out-of-home, and online? The type that pays tribute to and bestows awards upon these artists.
It’s no coincidence that most of these big music stars also happen to be up for major awards at this year’s Grammys. So, not only are they reciprocating the academy for recognizing them by being part of this campaign, but a bigger audience for the Grammys means a bigger audience for them, which will lead to bigger album and concert sales for them. So, of course they want to help. They’re essentially advertising for themselves. Kind of shameless. But this is the music business.
This multi-million marketing campaign – which is the biggest in Grammy history – is in response to the ratings for last year’s show which were the lowest in 16 years, along with the dismal ratings for this year’s prime-time Grammy special that announced the nominations. Clearly, people are losing interest in the Grammys. Perhaps that’s because they’re pretty much a joke. And becoming more so every year as they continually honor the safest and least compelling music being made today. (I mean when your “most prestigious award” – Album of the Year – has gone to the likes of the Dixie Chicks, Celine Dion, and Christopher Cross, you may have a problem).
But nonetheless, it’s nice to see major artists of all genres coming together for a similar cause. Even if that cause is themselves.
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