52nd Annual GRAMMY AwardsWe're All Fans - Real-time Fan Buzz Visualizer

Information

he Recording Academy and TBWA\Chiat\Day Los Angeles unveiled a groundbreaking addition to this year's "We're All Fans" advertising campaign for the 52nd Annual GRAMMY Awards, airing live on CBS Jan. 31, 8 11:30 p.m. ET/PT. In addition to the TV commercials, out-of-home and print elements that were unveiled earlier this week, the www.wereallfans.com Web site a first-of-its-kind interactive fan experience featuring portraits of GRAMMY-nominated artists composed entirely of real-time, fan-generated YouTube, Twitter, and Flickr postings also houses the FanBuzz Visualizer. The FanBuzz Visualizer is a data visualization that will act as a barometer of fandom on the Web in real time. "While this year's 'We're All Fans' GRAMMY ad campaign celebrates the power of social media and its unique ability to directly connect fans and artists, the FanBuzz Visualizer furthers that interaction and gives fans a voice to express support for some of their favorite GRAMMY nominees," said Evan Greene, Chief Marketing Officer for The Recording Academy. "With the FanBuzz Visualizer, we have an up-to-the-moment barometer for how the fans feel about some of the artists they love." Powered by partner Visible Technologies (www.VisibleTechnologies.com), the FanBuzz Visualizer scours the Internet for conversations, comments and mentions of featured GRAMMY-nominated and winning artists. The buzz is then tabulated to recognize the artists who have invested the most time connecting with their fans through social networks and further motivating fans to generate online chatter in support of their favorite artists. The FanBuzz Visualizer truly represents the authentic voice of music fans and is sharable as a widget, allowing fans the ability to showcase the current standings on their personal social media pages. The widget may be downloaded at www.wereallfans.com. "It's not just radio spins, concert ticket sales and digital downloads that determine the popularity of an artist," said Patrick O'Neill, Executive Creative Director at TBWA\Chiat\Day\Los Angeles. "The FanBuzz Visualizer lets music fans know where their favorite artists stand, across social media, in real time." Music lovers and consumers are increasingly expressing their loyalty to brands online through social media channels. The buzz surrounding celebrity brands, movie releases, and concert tours can offer early indicators of success. As part of the FanBuzz Visualizer, Visible Technologies will be tracking the conversation around GRAMMY nominees such as Beyonc鬠the Black Eyed Peas, the Dave Matthews Band, Lady Gaga, and Taylor Swift. "For the first time, direct interaction between fans and artists can be an integral part of the GRAMMY Awards, showcasing that social media is now a mainstay of the entertainment business," explains Blake Cahill, Senior Vice President of Marketing for Visible Technologies. "The implications of this are huge and connecting with your fan base whether you're marketing a music performer or a consumer brand is no longer just about concerts, press tours or even listening on Twitter. More than ever before, it's about engaging directly with your audience to raise visibility and create opportunities for meaningful, direct interaction." The entire 52nd GRAMMY Awards ad campaign has social media at its heart. The Web site, www.wereallfans.com, draws on Twitter, YouTube and Flickr fan posts to create images of GRAMMY-nominated artists. The TV, print and out-of-home all draw on this theme, using social media as building blocks to highlight the unique ways fans pay homage to their favorite artists. For more information on the 52nd GRAMMY Awards and the "We're All Fans" ad campaign, please visit: www.grammy.com or www.wereallfans.com. About The Recording Academy Established in 1957, The Recording Academy is an organization of musicians, producers, engineers and recording professionals that is dedicated to improving the cultural condition and quality of life for music and its makers. Internationally known for the GRAMMY Awards the preeminent peer-recognized award for musical excellence and the most credible brand in music The Recording Academy is responsible for groundbreaking professional development, cultural enrichment, advocacy, education and human services programs. The Academy continues to focus on its mission of recognizing musical excellence, advocating for the well-being of music makers and ensuring music remains an indelible part of our culture. For more information about The Academy, please visit www.grammy.com. For breaking news and exclusive content, join the organization's social networks as a Twitter follower at www.twitter.com/thegrammys, a Facebook fan at www.facebook.com/thegrammys, and a YouTube channel subscriber at www.youtube.com/thegrammys. About TBWA\Chiat\Day TBWA\Chiat\Day has been agency of record for the GRAMMY Awards for the past three years. TBWA\Chiat\Day is part of TBWA\Worldwide and was recently recognized as second on Advertising Age magazine's exclusive 2009 list of top U.S. agencies. TBWA Worldwide (www.tbwa.com) creates Disruptive ideas for global clients, including ABSOLUT, adidas, Apple, Beiersdorf, Henkel, Infiniti, Mars, McDonald's, Michelin, Nissan, Pernod Ricard, Pioneer, Samsonite, Standard Chartered Bank, Singapore Airlines, Sony PlayStation and Visa. TBWA is one of the fastest-growing networks in the Top-Ten worldwide advertising agencies, and was named 2008 Global Agency of the Year by Advertising Age and Adweek, magazines. Fast Company Magazine placed TBWA 24th on its 2009 list of "The World's 50 Most Innovative Companies." TBWA has 267 offices in 77 countries, and approximately 12,000 employees worldwide. TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Credits

52nd GRAMMYs Wer e All Fans Cr edits Creative Agency: TBWA\Chiat\Day Los Angeles Chief Creative Officer: Rob Schwartz Executive Creative Director: Patrick ONeill Creative Director: Bob Rayburn Creative Director: Patrick Condo Associate Creative Director: Ed Mun Art Director: Kirk Williams Copy Writer: Eric Haugen Account Director: David Dreyer Account Management Supervisor: James Aardahl Account Supervisor: Jennifer De St. Remey Account Executive: Maura Menapace Business Managers: Robin Rossi and Stefanie McCall Art Producer: Anna Willman Digital Production Credits: Digital Production Program Manager: Keith Bellinger Senior Interaction Designer: Shaun Rance Digital Strategist: Niki Weber Sr. Flash Developers: David Riegler, Teguh Mualim Tech Leads: Tim Shea, Jon Bauer QA: Lester Broas, Walter Velasquez Director of Production: Derek Vandenbosch Director of Creative Technology: Ricardo Diaz Art Director: Jose Eslinger Art Director: Helena Skonieczny Television Production Credits: Producer: Mara Milicevic Direction / Production / Editorial / Animation / Design: SALT Music Editing & Arranging: ELIAS ARTS Mix: PLAY STUDIOS Gifted Songs by artists: Rock the Bells LL Cool J Poker Face Lady Gaga Halo Beyonce Print Production Credits: Integrated Project Managers: Melissa Heitman, Jennifer De Pablos Producer: Michael Pourmohsen Prepress: E-Graphics Studio Designer: Jennifer Tranbarger Outdoor Printers: LA Graphico, Monarch Litho