The Recording Academy, believes everyone that makes music deserves credit. For the second year in a row, The Recording Academy created a moment for the music industry to encourage artists all over the globe to give credit and celebrate the diverse group of creators who make up the world’s most favorite songs.

This film was to promote artist participation in Behind The Record. To get them to post album credits on their social. 3000+ artists participated. A 50% increase from the previous (first ever) year.

The film, narrated by artist J. Ivy, has 33 album titles (33 being the # of revolutions of a vinyl album) cleverly woven into a powerful VO about the dedication, passion and talent that goes into every album. Additionally there were animated easter eggs corresponding to each album/artist. And the track/score also shifted genres, instrumentation, and styles to nod to the referenced albums as well.

We chose animation to be able to seamlessly move throughout various stages of music production. And for the ability to include easter eggs nodding to the albums/arists throughout. The style was a bit loose colorful and energetic--very rock and roll.

With more than 3,000+ professional music creators participating, the Recording Academy was able to create over 3.1k credit covers, saw more than 370mm impressions, 35.7k mentions, a 100% overall positive sentiment while paying $0 for paid media. This initiative continues to gain movement as artists release their albums, further amplifying the creator community and raising awareness of all the musicians and talent Behind the Record.