TBWA/Chiat/Day Gives Credit Where It's Due With 'Behind the Record' Initiative

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The campaign invites artists to recognise their collaborators' behind-the-scenes work
TBWA/Chiat/Day Gives Credit Where It's Due With 'Behind the Record' Initiative

The Recording Academy will give credit where credit is due with 'Behind the Record', a social media initiative aimed to spotlight the many producers, engineers, songwriters, mixers, instrumentalists, and other creators who contribute to the music recording process. Behind the Record will launch on Oct. 25 and aims to ignite a cultural conversation by inviting artists across all music genres to recognise their collaborators’ incredible behind-the-scenes work on the tracks, records, and albums loved by music fans across the globe.

"It’s our responsibility, as a service organisation, to serve our membership community of creative professionals and to ensure we celebrate and recognise all the incredibly talented musicians and creators who are making the music we love," said Deborah Dugan, President/CEO of the Recording Academy. "Credits have been a casualty of the digital age, for all that we gained with streaming we lost in the opportunity for recognition and even discovery. Behind the Record champions all professional music creators and aims to connect with artist fan bases in order to give recognition to those who work tirelessly on these recordings."

You can check out a film to promote the initiative from TBWA/Chiat/Day below:

Artists can participate in Behind the Record by:

Joining the Recording Academy and Behind the Record to help promote and share recognition for all creators.​ Sign up here to receive an alert when the Credit Cover generator is released

Creating a custom Behind the Record Credit Cover on the Recording Academy's campaign webpage.

Posting your Credit Cover across social media channels and tagging those who worked on your project. Use hashtags #GiveCredit #WeAreMusic #BehindTheRecord

Artists can create Credit Covers for a single or album, and all covers will live in a gallery on the site for music fans to view and discover the roles of creatives behind some of their favorite records. In addition to supporting the initiative on social media, artists may also create a custom vinyl sleeve for "extra credit."

Behind the Record is supported by the Recording Academy's Producers & Engineers Wing. Jaxsta, a database of official (not crowd-sourced) music credit information for members of the music community, provided credits for Merlin, Warner Music, Sony Music, and Universal Music Group releases. Additional partners for Behind the Record include Pandora, TIDAL and Genius. For more information, or if interested in creating a limited edition sleeve, please contact givecredit@recordingacademy.com or visit www.grammy.com/behindtherecord. Follow and join the global conversation on social media using the hashtags #GiveCredit, #WeAreMusic, and #BehindTheRecord.

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CREDITS

Client: Recording Academy

CREATIVE AGENCY

Agency: TBWA\Chiat\Day, Los Angeles

Chief Creative Officer: Renato Fernandez

Group Creative Director: Jason Karley

Senior Art Director: Stephanie Johnson,

Senior Copywriter: Paula Henzel

Senior Art Director: Bruno Regalo

Junior Art Director: Beca Dutra

Junior Copywriter: Gregory Ballif

Junior Copywriter: Sydney Bonner

Director of Content Production: Anh-Thu Le

Executive Digital Producer: Ewan Anderson

Senior Digital Producer: Andrew Serrato

Associate Producer: Joey Iamartino-Larson

Director of Business Affairs: Robin Rossi

Account Director: Pamela Lloyd

Account Supervisor: Sharon Hsu

Account Group Assistant: Mike Hernandez

Senior Project Manager: Tim Tontz

Chief Strategic Officer: Simon Wassef

Associate Planning Director: Iyana Sarrafieh

Junior Strategist: Alana Gleason

Junior Strategist: Sarah Singh

Associate Content Strategist: Ty Harris

Director of User Experience: Jennifer Miller

User Experience Designer: Edvin Lynch

EDIT

Editorial Company: Union

Editorial Editor: Nicholas Wayman-Harris

Assistant Editors: Kim Landry & Joe Hughes

President/Managing Partner: Michael Raimondi

Executive Producer: Joe Ross

Finishing/Mix Company: Resolution After Effects

Artist: Mannix Rickenbacher

Mix Engineer: Lihi Orbach

Categories: Media and Entertainment, Record Labels

TBWA\Chiat\Day LA, 8 months ago