“Right in the middle of the conversation between fans and artists - that’s where we want to be.”
At New York’s ACE Hotel, we meet for breakfast with Beverly Jackson, the Director Marketing/Social Media for the GRAMMY Awards. This year’s show famously broke records with social media and mobile programs playing a major role. TV audience numbers soar to over 39 million people (The last time the GRAMMY’s even topped 30 million was 1988. It’s the second most watched GRAMMY telecast since 1984 when 51.67 million people watched Jackson take home eight trophies.)
In our interview, we dive deeper into the mechanics of the ‘GRAMMY 365’ campaign ‘We are all fans’, discuss how the collaboration with brands, tech partners, agencies and artists works, and get an inside into how the Academy dealt with the tragic death of Whitney Houston on the day before the show.
Last but not least, we learn what ‘Big 3’ songs will never get deleted from Beverly’s iPod.