Grammys: Kendrick & Taylor

Creds as digital strategy director: Clio (x2), D&AD Yellow Pencil, Webby

To kick off Grammys season, each year we took to Twitter to identify a moment in culture, and we used music to transcend it.

WITNESS GREATNESS

In 2016, the #OscarsSoWhite hashtag took off on Twitter, propelling a national conversation about the recognition (or lack thereof) of Black Americans in art. To show that the Grammys truly does value the mega impact made by our most beloved musicians, we teamed up with Kendrick Lamar and went back to Compton with him. This wasn't about Kendrick promoting the Grammys, rather it was him and his hometown and his lyrics speaking to the Black Lives Matter movement.

IT WAS YOU

Taylor Swift made headlines with her 2016 acceptance speech. And in a year fresh off of a critical presidential election, it was crucial to bring female empowerment to the main stage, using those same words.

↑Back to Top