The Recording Academy — Behind the Record

The Recording Academy came to us with a problem—the millions of engineers, session musicians, mixers, producers and others whose artistry make great records great weren’t getting the recognition they deserved. So we created a digital campaign that literally brought their names to the front of every record. Liner notes for the streaming age.

More than 3,000 artists participated in creating Credit Covers on our algorithm-powered website, including Billie Eilish, Alicia Keys, H.E.R., Taylor Swift, The Jonas Brothers, and Anderson .Paak.

In a matter of hours, this simple idea amassed over 500 million impressions, all for a whopping $0 in paid media.

Press

The Verge | The Grammys organizer is giving artists a metadata gold mine to credit unrecognized music workers

Muse by Clio | The Grammys' New Campaign Credits the Talent Behind Hit Songs - Liner notes for a streaming world

Awards

Webby Awards | Influencer Campaign | Honoree

The One Show | Social Media, UGC, Influencer Marketing, Data Visualization | Merit

ADC Awards | Innovation | Merit

Case Study