The Goal

RECORDING ACADEMY - The Goal
  • 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

The Plan

RECORDING ACADEMY - The Plan
  • 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 community
  • CAPTURE
    the power of social media through the use of the #SupportMusic hashtag

The Execution

RECORDING ACADEMY - The Execution
  • partnered with tra’s social team
    in the days leading up to the GRAMMYs to populate the online conversation and increase utilizing the #SupportMusic hashtag
  • composed 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

The Results

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

RECORDING ACADEMY - The Results

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