SANTA MONICA, Calif., Feb. 1, 2012 /PRNewswire/ — The Recording Academy® and TBWAChiatDay Los Angeles unveiled “We Are Music,” an innovative, engaging campaign for the 54th Annual GRAMMY Awards®, airing live on CBS Sunday, Feb. 12 at 8 – 11:30 p.m. ET/PT. The campaign — which features print, outdoor, digital, TV, a mobile app, and an interactive microsite (

The “We Are Music” campaign rolled out last month with a 15-second promo spot running on CBS to promote “The GRAMMY® Nominations Concert Live — Countdown To Music’s Biggest Night®,” as well as print, and show tune-in art created for, Facebook and YouTube. Two-time GRAMMY® winner and current nominee Adele kicked off the first of four TV spots, followed by six-time GRAMMY winner and current nominee Foo Fighters, and GRAMMY nominees Bon Iver and Skrillex. The spots focus on the artists and follow an element or particle that builds throughout, symbolizing the raw emotion of music. Each spot reveals the artist after the particle builds and then transitions to the tune-in information for the show.

In addition to Adele, Foo Fighters, Bon Iver, and Skrillex, the print and out-of-home campaign (including wild postings and digital billboards) also features GRAMMY winners and current nominees Bruno Mars and Paul McCartney. and the soon-to-be-launched mobile app work hand in hand to feature artists created out of the rhythm and emotion of their songs. The Web site and mobile app allow music fans to create and share their own visual musical experiences based on their favorite songs and photos. At, users can choose their own songs and upload their own photos that explode into thousands of particles and reconstruct themselves, all while moving to the music. With the “We Are Music” app, a user’s photos and songs are transformed into an interactive, communal mobile experience.
For more information on the 54th GRAMMY Awards and the “We Are Music” campaign, please visit: or The “We Are Music” app will be available for download through iTunes. For GRAMMY coverage, updates and breaking news, please visit The Recording Academy’s social networks on Twitter and Facebook: and


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