The Recording Academy Boosts Official Artists Petition with Persuasive Animated Film
Creative 38 Add to collection
The global social media campaign in partnership with TBWA\Chiat\Day LA urges digital music services to #givecredit to those within the music community
For a second consecutive year, the Recording Academy will highlight and showcase creative credits 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.
Launching yesterday, 'Behind the Record' will continue the industry-wide conversation initiated with last year's launch 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. Additionally, a special 'Behind the Record' animated film, narrated by spoken word artist and Recording Academy Chicago chapter president J. Ivy, takes you on the songwriter, producer and engineer journey, from the creative stage, soundboard and mixing directly to your ears.
The 2020 'Behind the Record' video was produced in partnership with creative agency TBWA\Chiat\Day LA and directed by YOUTH and Maldita, the film animates 33 album titles with corresponding music inspiration by CANJA Audio Culture.
“This year’s approach tells the story of the relentless spirit, craft, genius, dedication and outright obsession of those behind our favourite records by cleverly weaving 33 classic and popular album titles into that story,” said Jason Karley, group creative director, TBWA\Chiat\Day LA. “With Covid, more than ever, the people behind the scenes of music need the credit they deserve and to get their names out into the world to help keep them working. We hope the Behind the Record movement inspires musical artists, labels and others in the industry to give credit to all the people who helped make their records happen.”
This year, Behind the Record launches alongside an official artist petition aiming to give credit where credit is due by urging all digital music services to display complete credits for songwriters, producers, engineers, and non-featured performers. After creating their credit cover, artists will have the option to add their name to the petition in support of their collaborators.
"As a music producer and someone who has made my living working behind the scenes, I'm so thrilled at the opportunity to spotlight all the different creatives behind the magic of recordings," said Harvey Mason Jr., chair and interim president / CEO of the Recording Academy. "This initiative comes at a time where the music community deserves recognition now more than ever. During a time where we aren't certain about much, there is one thing that will remain true: We have to be the change we want to see in our community. I'm hopeful that this will go beyond 15th October and that Behind the Record will continue pushing the music industry in the right direction toward visibility and recognition."
- Posting the credit cover across social media channels and tagging those who worked on the project, using hashtags #BehindTheRecord #GiveCredit
- Artists can create credit covers for a single track or album, and covers will live in a gallery on the site for music fans to view and discover the roles of creatives behind some of their favourite records
- After artists have created their credit cover, they will be encouraged to sign the artist petition to urge digital music services to display complete credits for songwriters, producers, engineers, and non-featured performers