SANTA MONICA ( — The Recording Academy launched an ad campaign, “#TheWorldIsListening” to promote the 55th Annual GRAMMY Awards.

The Recording Academy and TBWA\Chiat\Day teamed up for the sixth year and launched the campaign, which will feature established and up-and-coming artists through print, out-of-home and digital communications.

“This year’s campaign highlights the raw emotion and desire of the artist’s journey, and is amplified via social media in order to draw more music fans into an engaged music conversation,” Evan Greene, Chief Marketing Officer of The Recording Academy said.

#TheWorldIsListening campaign also features three commercials.

“The first commercial, ‘Slammed Door,’ tells five-time GRAMMY winner and current nominee Rihanna’s story,” the company said in a statement. “The second commercial, ‘The World is Listening,’ features artists including the Kills, Snoop Lion and Taylor Swift alongside emerging artists such as Grace Potter, Kishi Bashi and Dam-Funk.”

The last commercial, “Soundcheck” will figure two-time GRAMMY winners and current nominees the Black Keys.

“Sure, the music industry embraces fame —  but music always comes first. From RZA to Rihanna, to the young girl taking her first piano lesson, it’s their passion for the craft that will, ultimately, lead them to the public and then fame. This year’s campaign celebrates this passion and the talent as burgeoning artists embark on that quest for fame,” Patrick Condo, Creative Director, TBWA\Chiat\Day said.

The 55th Annual GRAMMY Awards will be held on Feb. 10 on CBS2 from 8 – 11 p.m.


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