Başlık | BEHIND THE RECORD |
Haftanın | TBWA\Chiat\Day Los Angeles |
Kampanya | Behind the Record |
Marka | The Recording Academy |
İlk Yayınlanma Tarihi | 2019 / 10 |
Ürün | Grammy's |
hikaye | Digital streaming has made consuming music much easier and faster. But this shift in culture was not great for everybody: as physical albums disappeared, so did liner notes—meaning thousands of people who work “behind the record” no longer get credit. As the biggest advocate for music creators’ rights, the Recording Academy wanted to both bring up the issue and start a movement to change that. Behind the Record brought credits to the streaming age with a user-generated campaign that prompted artists to create and post their Credit Covers on social media. But this wasn’t your average UGC campaign, because in this case, all the users were musicians/celebrities. Credit Covers are templatized album covers with a universal and distinguished design that showcased the names and titles of everyone who worked on that specific album. To create the Credit Covers, we harnessed data from artists and the music credit website Jaxsta to merge song credits with official album art. Through an easy-to-use website, the artists themselves could create and share their own cover on social channels, amplifying the campaign’s reach and creating a snowball effect. Over 3,000 artists participated without being paid, including superstars like Billie Eilish, Alicia Keys, Jonas Bros, Blake Shelton, Kelly Clarkson and Taylor Swift. |
Süre | |
Agency | TBWA\Chiat\Day, Los Angeles |
Chief Creative Officer | Renato Fernandez |
Group Creative Director | Jason Karley |
Senior Art Directors | Bruno Regalo and Stephanie Johnson |
Senior Copywriter | Paula Henzel |
Junior Art Director | Beca Dutra |
Junior Copywriter | Gregory Ballif |
Junior Copywriter | Sydney Bonner |
Director of Content Production | Anh-Thu Le |
Executive Digital Producer | Ewan Anderson |
Senior Digital Producer | Andrew Serrato |
Associate Producer | Joey Iamartino-Larson |
Director of Business Affairs | Robin Rossi |
Account Director | Pamela Lloyd |
Account Supervisor | Sharon Hsu |
Account Group Assistant | Mike Hernandez |
Senior Project Manager | Tim Tontz |
Chief Strategic Officer | Simon Wassef |
Associate Planning Director | Iyana Sarrafieh |
Junior Strategist | Alana Gleason |
Junior Strategist | Sara Singh |
Associate Content Strategist | Ty Harris |
Director of User Experience | Jennifer Miller |
User Experience Designer | Edvin Lynch |
Editorial Company | Union Editorial |
Nicholas Wayman-Harris | Editor |
Kim Landry & Joe Hughes | Assistant Editors |
Michael Raimondi | President/Managing Partner |
Joe Ross | Executive Producer |
Resolution | Finishing/Mix Company |
Mannix Rickenbacher | After Effects Artist |
Lihi Orbach | Mix Engineer |
Website Production | Use All Five |
Production | CEO / Co-Founder of Use All Five | Levi Brooks |
Developer | Samantha Combs |
Technical Lead | CTO / Co-Founder of Use All Five | Jason Farrell |
Lead Developer | Ryan Gordon |
Technical Strategy | Director of Technology | Bret Morris |
Production | Director of Operations & Production | Michelle Murphy |
Editorial Company |