"This year's campaign highlights the raw emotion and desire of the artist's journey, and is amplified via Social media in order to draw more music fans into an engaged music conversation," said Evan Greene, Chief Marketing Officer of The Recording Academy.
Patrick Condo, Creative Director, TBWAChiatDay, said, "Sure, the music industry embraces fame - but music always comes first. From RZA to Rihanna, to The Young girl taking her first piano lesson, it's their passion for the craft that will, ultimately, lead them to the public and then fame. This year's campaign celebrates this passion and the talent as burgeoning artists embark on that quest for fame."
All of the campaign materials prominently feature the hashtag #TheWorldIsListening, a first in GRAMMY history and a Testament to the role of Social media with regard to the GRAMMY telecast. In February 2012, the 54th Annual GRAMMY Awards generated more than 13 million Social media comments making it the biggest Social media event in the history of television at the time.