Black Grammys - Case Film

Case Study

  • Advertising
  • Design
  • culture
  • Disruption

For years, the Grammys (like many award shows) had faced criticism for bias against black artists. No matter how many messages we put into the world to support minority voices, the end results on Grammys night always spoke for themselves. So, through our Disruption Methodology, we decided not to just make a new piece of content, but instead an entirely new award. One that was given to artists moving music forward, inspiring generations to come, and having an outsized IMPACT on the industry. No genre had done that better than hip-hop on its 50th anniversary. And no artist had more influence than Dr. Dre. So, for the first time in 64 years, music's biggest award changed its color, for an even bigger cause. And thus, The Black Grammy was born. A sign of The Recording Academy's own evolution, a shift in perspective and value of not just music itself, but those who inspire and create it.

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