GRAMMYs | The Recording Academy

Marketing the 2025 GRAMMYs, the most social TV program in history at 15.4M viewers

Integrated Marketing
Culture Marketing
Content Creation

Overview

MY ROLE

Integrated Marketing Intern

TIMELINE

4 months / January - April 2025

OVERVIEW

The GRAMMY Awards have been recognizing music excellence since 1959. The Academy strives to uplift and protect its 30,000+ music creators through recognition and advocay.

Known widely today as an annual ceremony celebrating music at the highest level, The GRAMMYs are more than just the celebrities and red carpets. It's an organization made up of 30,000 members — artists, producers, engineers, and creators involved in the music process. They work year-round to champion artist rights from GRAMMYs on the Hill in D.C., which lobbies for artists' legislation, to MusiCares, a fundraising program for music professionals.

PROJECT 1

Creating email marketing content for GRAMMY's voting members and viewers

On the Integrated Marketing Team, I helped develop email marketing campaigns for GRAMMY Insider, a subscriber-only update sent by The Recording Academy to fans and music professionals — delivering updates about everything GRAMMYs-related (performance lineup, how to stream the show, winners), our Women's History Month campaign, music industry news, and more.

THE SHOW

GRAMMYs 2025: the biggest night in music

Seeing the culmination of our digital marketing work in-person at the biggest night in music was extremely special and rewarding!

PROJECT 2

AAPI History Month Campaign

Outside my team, I got to work on the GRAMMYs' AAPI History Month Campaign. As an Asian American working in the music industry, this project was especially meaningful to me to get to uplift AAPI artists on such a large platform, and create messaging that reflects my personal experiences.

What I did:

  • Visual moodboarding

  • Created an outreach list of AAPI musicians to spotlight

  • Campaign brainstorming and messaging

  • On-site video production assistance

Watch the full videos at instagram.com/grammys

Production Day

REFLECTIONS

Artist advocacy meets fan culture

My time at The Recording Academy was foundational to my growth as a marketer, creative, and music industry professional. I learned technical skills from email marketing to data analytics, to honing my creative skills by creating cultural messaging content for social media. I learned the importance of being a value-driven and detail-oriented marketer, understanding analytics to tailor marketing strategies for audience segments. I met people in all sectors of the company (design, legal, PR) — their dedication and passion for music advocacy inspired me on so many levels.


Working at the intersection between music advocacy and a deep connection to fan culture solidified my passion for bridging artists and fans in the music space. If you're interested in learning more about my work, feel free to reach out.

Thanks for reading!

REFLECTIONS

Artist advocacy meets fan culture

My time at The Recording Academy was foundational to my growth as a marketer, creative, and music industry professional. I learned technical skills from email marketing to data analytics, to honing my creative skills by creating cultural messaging content for social media. I learned the importance of being a value-driven and detail-oriented marketer, understanding analytics to tailor marketing strategies for audience segments. I met people in all sectors of the company (design, legal, PR) — their dedication and passion for music advocacy inspired me on so many levels.


Working at the intersection between music advocacy and a deep connection to fan culture solidified my passion for bridging artists and fans in the music space. If you're interested in learning more about my work, feel free to reach out.

© Nicole Zhi

Say hello — LinkedIn | Email

© Nicole Zhi

Say hello — LinkedIn | Email