Everyone has a musical journey, with memories tied to certain songs and locations. MusicIsLifeIsMusic is a multi-platform campaign for the 53rd Annual GRAMMY Awards that allows fans to create and share their own musical histograms online or with a mobile app. Fans can also follow the musical journeys of their favorite GRAMMY nominated artists.

The GRAMMYs’ goal was to celebrate music and increase viewership among the 18-34 target. Our objective, therefore, was to create more than just another limited-run award show tune-in campaign. To accomplish this, the GRAMMY brand needed to be more relevant, more personal and more useful to music fans year-round. MusicIsLifeIsMusic began with the launch of the MusicIsLifeIsMusic.com site and the MusicMapper app. They were followed by the periodic release of films, posters, digital banners and out-of-home executions. Each tracing the footsteps of select GRAMMY nominated artists, from difficult upbringings all the way to the GRAMMY stage.

This year’s GRAMMY Awards was up 3% over last year’s show, making it the most watched GRAMMYs in 10 years, drawing 26.7 million viewers, and bucking a downward trend among other music award shows this season. It was the youngest skewing audience since 2004. And it beat American Idol for the week’s top spot. What’s more, during the show, it accounted for 70% of all hashtags on Twitter.