The Ask
The Grammys have lost viewership,
particularly among Gen Z, and fail to highlight lesser-known artists,
making the event feel outdated and irrelevant.
Project Role: Art Director
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road" reimagines the Grammy experience by showcasing a different U.S. city each month, with performances from renowned artists who originated there, offering a more personal connection to the cities and their music.
"Grammys on the Road," in partnership with Sofar Sounds, features local bands and artists from each city, culminating in intimate after-parties that offer fans a personal connection to the music and performers.
As part of "Grammys on the Road," Samsung (the Sponsor) will host a monthly contest in each city, offering winners VIP and backstage passes for a more immersive experience, connecting them with local artists and creating a unique, city-specific atmosphere at each show.
As part of "Grammys on the Road," Samsung (the Sponsor) will host a monthly contest in each city, offering winners VIP and backstage passes for a more immersive experience, connecting them with local artists and creating a unique, city-specific atmosphere at each show.
"Grammys on the Road" will partner with local record stores to offer exclusive vinyl collections like "Sounds of Chicago" and "Sounds of New York," featuring records from the artists who performed the night before, creating a unique, city-specific musical experience.
At Record Stores and VIP rooms, people will have the option for Meet and Greets with certain artists from their city!
Sounds of (City preformed at)
The redesigned logo for Samsung's music app for the year features a sleek, modern design with dynamic elements, symbolizing innovation and an enhanced, immersive music experience.
The partnership with Netflix on "Grammys on the Road" will feature one backstage episode per month, plus an additional year-long series that offers viewers an inside look at the production process, enhancing the authenticity and immersive feel of the tour.