Hash-Tags Rule: The Glam, The Glitz, The Grammys®

Hashtag Heaven: The Glam, The Glitz, The Grammys

Today’s blog post comes straight from Los Angeles during Grammy® Week and the 57^th Annual Grammy® Awards, where my heels have been firmly entrenched since last week.

Last week, I shared thoughts on the trend ‘old school’ is the ‘new school’ and a new buzz word for retro. The use of music by ‘old school’ artists was ever-present in Super Bowl XLIX commercials and, as evidenced by Sunday’s Awards Show, this trend is continuing full steam ahead. I share with you first-hand experiences — in event production to re-launch a music brand from the early 80s, to a marketing strategy that uses old-school themes and old-school power extending from the Grammy kick-off and after parties to the actual Prime Time Grammy Telecast.

Here, then, are my observations from Grammy week: a week-long series of cultural events culminating with Music’s Biggest Night. Re-Launching a Brand by Hashtag #

1. Re-launching a Band from the 80s – THE DAZZ BAND featuring Jerry Bell

   

In the early 80s, the soul, funk and R&B dancing band –THE DAZZ BAND – emerged onto the scene with the multi-platinum hitLet It Whip, on the Motown label, amongst other beloved tunes Joystick and Swoop. While it’s been over two decades since the world was first introduced to the band, the sounds of the 80s still resonate with music fans and will forever be linked to the brand “DAZZ”.

 

 

 

 

 

Now, flash-forward 30 years — The DAZZ BAND 2015 is re-emerging with a new CD, a new group of stellar musicians along with a few original members. The strategy to re-launch THE DAZZ BAND brand name by reminding baby boomers of the funky soul music they danced to in their young adult years while also introducing an entire new fan base – Millennials and gen Zers – to the band and its ‘new skool’ music a la remixes.

 

 

 

 

THE EVENT: A Red Carpet After Show Party celebrating the CD release and a special concert billed as a Grammy Kick-Off Party in the famed Conga Room were planned during #Grammyweek. Social media played a huge role in the promotion of this event and in brand awareness, complete with #LetItWhip, #oldschool #DazzBand. The hash-tagging caught on and the event was a success on many communication fronts: garnering national media, industry and fan attention.

 

 

The Dazz Band perorms at the Grammy Kick-Off Party

 

• THE 57^TH ANNUAL GRAMMY AWARDS PRIME TIME TELECAST continued the ‘old school’ trend starting out the show with an 80s rock band “AC DC,” and the pairing of old & new school artists to perform together (a tactic the organization started a few years ago) – Ed Sheeran with Jeff Lynne’s ELO for “Mr. Blue Sky,” Tony Bennett and Lady Gaga; Hozier and Annie Lennox — proving the staying power of ‘old school’ rock ‘n rollers and their music of the 60s, 70s and 80s — and subtly sending a message to artists and music lovers of today that these groups have it all: the creativity, lyrics, sound, magic and showmanship; taking full command of the Grammy audience and viewers. #grammys2015.

Annie Lennox and Hozier show how it’s done at the Grammys.

 

THE OFFICIAL GRAMMY AWARDS AFTER-PARTY featured another favorite ‘old school’ headliner, disco queen Gloria Gaynor, who energized the exhausted attendees with hits including the iconic disco/pop hit “I Will Survive,” celebrating its 30th anniversary.

• • Stevie Wonder’s ‘Songs in the Key of Life: a Salute to the Grammy’s – Finally, the day after music’s biggest night, another page from the ‘old school’ was turned with the taping of music legend Stevie Wonder’s ‘Songs in the Key of Life: a Salute to the Grammy’s” at The Nokia Theatre, to be televised on CBS next Monday, February 16. A tribute to Stevie Wonder and his music, the show featured performances by a slew of old school artists that were off the chart: Tony Bennett and Annie Lennox plus newer legends as Beyonce, Ed Sheerhan and John Legend hammering out Stevie’s tunes of the past four decades.

  Beyonce and Ed Sheeran rule the roost at the Stevie Wonder Salute airing Monday 2/15.

   

 

So, to rephrase my advice from that last blog entry, “When planning your advertising and marketing strategy for your brands or clients in 2015, think ‘new skool.’ It is a proven winner. Have a terrific Throwback Thursday. – AS

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