The Recording Academy was looking to innovate exciting and immersive virtual experiences to promote fan engagement during the 2023 GRAMMYS red carpet and livestream events. Our user research had uncovered a decline in live broadcast viewership over recent years, highlighting a critical need to engage audiences through other channels.

Through a collaborative Creative Jam with the client, we concepted the myGRAMMYS digital experience, a tailor-made, community-focused AI-powered mobile application and grammy.com website enhancement. The myGRAMMYS experience is driven by 3 core tenants:

• Personalize: easily create personal artist line-ups by connecting to Spotify/Apple Music & receive customized notifications leading up to, during, and after the events.

• Discover: Explore AI-generated artist content & profiles pulling from news, socials, interviews, rankings & more, bringing fans closer to their favorite musicians.​ Get recommendations about the rising stars, trending artists, breakthrough rookies, and the ones to watch​.

• Discuss: Become the judge of the red carpet - converse with fans through Fashion Discussions & explore trends with AI-insights and past GRAMMY'S fashion.

The myGRAMMYS experience targets the top affordances offered by award shows, providing a space to discourse with the music community, judge the Red Carpet looks, and dive deeper into the artists profile, enhanced by the personalization, integration and immersion of a digital application.