establish recording academy
as the primary trade association representing all creators in the fight for music rights and increase its advocacy presence with the public and Congress
LEVERAGE
the 2016 GRAMMYs, Music’s Biggest Night, to drive attention to RA’s advocacy issues within the consumer fan base, as well as the music communityCAPTURE
the power of social media through the use of the #SupportMusic hashtag
partnered with tra’s social team
in the days leading up to the GRAMMYs to populate the online conversation and increase utilizing the #SupportMusic hashtagcomposed an email
to RA members the morning of the telecast encouraging social media engagement with suggested tweets and appropriate hashtags
strategic guidance
for president Neil Portnow’s annual telecast speech which pulled in artist Common, leveraging his high-profile celebrity status to amplify audience interest and lend artist credibility
TWITTER FOLLOWERS INCREASED BY 52.3%
for the @Grammy Advocacy
IN 48 HOURS
9,988 tweets utilized #SupportMusic with a potential reach of 69.3 million people
neil portnow’s grammys telecast speech
with Common reach approximately 25 million television viewers
