Evan Greene, chief marketing officer for the Recording Academy, joined Boston Herald Radio's "Trending Now" with Joe Battenfeld and Adriana Cohen from the marketing and tech event, FutureM, to talk about how he helped make the Grammy Awards relevant again.
Q: What's your keynote speech at the FutureM convention about?
A: It's really about how we built the Grammy brand. Obviously we have the biggest artists in the world that perform on the Grammy stage, but that's really only part of the story. There's a lot of music shows out there. There's a lot of award shows that frankly use the very same artists, so what makes people care more about the Grammys?
How do we create more cultural relevance and resonance? It's more than just promoting and advertising.
Q: Years ago, the Grammys had a reputation for being out of touch. How did you reconnect with fans?
A: What we've tried to do is make the brand more accessible and create a two-way dialogue ... with friends, fans and followers, and create more touch points throughout the year. We simply want to be where music is happening, and we want to be part of the digital music conversation going on around us at all times.
Q: How do you build up an audience with all these other award shows?
A: You push your message, what you want people to know about you. It's about what are people talking about. What's the general vibe and spirit of the music conversation going on around us, and we want to be a part of that in a variety of different ways. It's a multilevel conversation when you start thinking what our yearlong brand strategy is and how social and digital fits into that.
Q: How has social media impacted the Grammys?
A: It allows you to engage big time and have a conversation about something that's happening. We embrace that.
Social media is a big part of what we do. I just think it's been a tremendous asset and benefit to us.
Q: What are some of the biggest Grammy moments?
A: Kendrick Lamar and Imagine Dragons became the conversation point for this year's show. At our peak during that performance, there were over 172,000 tweets per minute about that particular performance. Who would have ever thought to put one of if not the greatest pianist in the world, a gentleman named Lang Lang from China, with Metallica? Things happen on the Grammys that oftentimes set an artist's career on a completely different trajectory. Being nominated for or winning a Grammy is one of the only musical distinctions that will follow an artist to their grave.
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