In the above animated spot, the Recording Academy salutes not only its artists by weaving their album titles into the copy, but all of the people behind the stars who make the music happen.

The short was developed for the Recording Academy by Los Angeles advertising agency TBWA\Chiat\Day and it encourages record labels, web sites and streaming services to credit everyone—songwriters, producers, engineers and others—who contributes to creating hit songs.

The spot is narrated by J. Ivy, a composer and performer who also serves as president of the Academy’s Chicago chapter.

The Grammys’ “Behind the Records” campaign also is working to raise money for MusiCares, which helps support musicians in times of need.

READ MORE: Muse by Clio


Client: Recording Academy:

Chief Marketing & Innovation Officer Lisa Farris

Managing Director of Marketing: Mazen Alawar

Marketing Director: Charles (Lee) Mills

Agency: TBWA\Chiat\Day LA

Chief Creative Officer: Renato Fernandez

Group Creative Director: Jason Karley

Head of Art & Design: Bruno Regalo

Senior Copywriter: Paula Henzel

Senior Art Director: Stephanie Johnson

Senior Designer: Chris Lopez

Director of Production/Producer: Anh-Thu Le

Executive Digital Producer: Ewan Anderson

FVLA Director: Renato Jabuka

Associate Producer: Joshua Levion

Director of Business Affairs: Robin Rossi

Director of Traffic Operations: Dessiah Davis

Managing Director: Jerico Dig Cabaysa

Management Supervisor: Marcus A. Black-Clark

Account Executive: Mike Hernandez

VP, Strategy: Sarah Rubinstein

Senior Connections Planner: Kevin Anthony Bautista

Jr. Strategist: Alana Gleason

Director of PR/Communications: Mikaela Liboro

Director of Project Management: Diana Crews

Production Partners

Director: Youth & Maldita

Production Company: The Youth

Post Production/Animation: Colossal

Music & Sound Production Company: Canja Audio Culture

Music Director/Arrangements: Eduardo Karas

Sound Executive Director: Filipe Resende

Sound Creative Director: Lucas Sfair

Drum’s Arrangement & Performance: Guilherme Moreno

Sound Engineer: Levi Mynssen

Studio Coordinator: Ana Flor

Sound Design: Pedro Souza/Diego Zorrilla

Recording Studio: Nico’s Studio

Technical Support: Guima Scartezini

Website Developers: Use All Five

CTO, Co-founder: Jason Farrell

CEO, Co-founder: Levi Brooks

Director of Production & Operations: Michelle Murphy

Developers: Ryan Gordon/Scott Nguyen

Jr. Art Director: Ben Kasum

Tags: grammys musicares

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