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Zinio, VIVmag, PivotCon: The Grammy's Evan Greene - Digital MUST be in the DNA

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Uploaded on Oct 24, 2011

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Evan Greene at the PIVOT Convention in New York October 2011 Interviewed by: Zinio and VIVmag

Evan Greene, CMO, the recording Academy - the Grammys

As The Recording Academy's Chief Marketing Officer, Greene is responsible for marketing, sponsorship, PR and digital strategy for the biggest brand in the history of music -- the GRAMMY. Greene's goals for this 50-year old icon are to enhance promotion of the GRAMMY telecast, expand brand reach and consistency, strengthen presence throughout the year, establish dynamic partnerships and increase revenue. With extensive experience in advertising, branding, corporate identity, and promotions, Greene has been building partnerships and developing innovative marketing solutions for many years, and intends to ensure that The Academy remains at the forefront today, tomorrow and well into the future.

Transcript of his Interview:
IN TERMS ON HOW DIGITAL HAS CHANGED AND EVOLVED. AND HOW MUCH MORE IMPORTANT IT HAS BEEN AND HOW MUCH MORE IMPORTANT IT HAS BECOME TO THE ENTERTAINMENT INDUSTRY -- I COULD TELL YOU FROM MY PERSPECTIVE THERE SEEMS TO BE A REALLY BIG DIFFERENCE BETWEEN THE PEOPLE THAT DO IT WELL AND THE PEOPLE THAT DON'T DO IT WELL. AND THE PEOPLE THAT DON'T DO WELL ARE PEOPLE THAT CREATE THEIR CAMPAIGN, THAT CREATE THEIR MESSAGING AND THEN CREATE THEIR COMMUNICATION STRATEGY AND THEN CHECK THE DIGITAL BOX AT THE END -- AND THEN SORT OF FIGURE OUT THAT THEY NEED TO BE ONLINE AT THE SAME TIME. THE PEOPLE THAT ARE REALLY SUCCESSFUL, ARE THE PEOPLE THAT START WITH THE DIGITAL IDEA AND BUILD FROM THERE, SO THAT IT IS ACTUALLY INTEGRATED IN THE DNA OF EVERYTHING THAT YOU ARE DOING. THE REASON THAT I THINK DIGITAL IS SO CRITICAL AND THAT EVERYTHING HAS TO START WITH DIGITAL IS BECAUSE WE ARE NOW FACING THE NEW WORLD ORDER, WHERE CONSUMERS ARE MORE ENGAGED, THEY ARE MORE INVOLVED AND THEY HAVE MORE POWER THAN THEY EVER HAD BEFORE. AND THAT'S WHERE A LOT OF CONSUMERS ARE LIVING. THEY ARE LIVING ONLINE, THEY ARE ENGAGING ON LINE -- DIGITAL HAS CHANGED THE ENTIRE CONCEPT OF INNER PERSONAL COMMUNICATION AND THAT'S REALLY WHERE YOU ARE GOING TO GET YOUR DEEPEST ALIGNMENT. AND IF YOU CAN CREATE SOMETHING THAT IS RESPECTFUL AND ORGANIC WITH YOUR

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