The Grammys Premiere Ceremony is where the majority of awards are actually handed out. It has become one of the industry's best-kept secrets. While the main CBS telecast celebrates only a handful of categories, many deserving artists receive their trophies during a pre-show that has yet to achieve the same level of viewership. The Recording Academy needed to change that.
We deployed three specialized social teams across the event to create authentic, platform-specific content that brought fans inside the experience. From high-energy, man-on-the-street iPhone content to polished video recaps, we documented every angle. Our teams worked live throughout the event, editing and publishing content to multiple channels, outlined below, on the spot to keep the conversation going across platforms.
