ジャミロクワイ Jay Kay Music Fighter on JAPAN TV

Rob Harris Derrick McKenzie

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"Sit Down Stand Up" as performed by Radiohead at the Glastonbury Festival of 2003.

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"As a cultural event that inspires music fans everywhere, the GRAMMY Awards telecast is an opportunity to 'celebrate the music that makes us,' the way it makes us feel and the impact it has on our lives," said Evan Greene, Chief Marketing Officer of The Recording Academy. "This year's ad campaign brings this idea to life by highlighting the songs that influence and inspire several artists whose music has made a lasting impact on music lovers worldwide — creating even greater anticipation for Music's Biggest Night®."

This fully integrated campaign includes TV, out of home, print and interactive advertisements and will highlight the songs that have influenced the people that have, in turn, influenced us. Portraits of diverse musicians — including Lil Wayne, Rihanna, Stevie Wonder, and Thom Yorke of Radiohead — are created using song titles that have inspired them in their careers and lives.

"We all have a song that inspires us, drives us or makes us feel better — music that makes you the person you are," said Rob Schwartz, executive creative director at TBWA\Chiat\Day. "This campaign celebrates the influence that music has on every one of us and asks the question: Do we make great music or does great music make us?"

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