How We Took the GRANNY Out of GRAMMYs

Tue, 07 Jun 2011 00:00:00 -0400
Effie Awards

The GRAMMYs were perceived as an irrelevant, out-of-touch award show celebrating a dying industry. We set out to make them relevant, establish connections with fans and increase ratings by focusing on one truth: artists do not make fans, fans make artists.