"Fans have always been the driving force of music, but with the rise of social media they are now more powerful, more connected and more influential than ever," said Patrick O'Neill, executive creative director at TBWAChiatDayLos Angeles. "We wanted to tap into what music fans are already doing: sharing, tweeting, singing about their favorite song/musician/lyric every second, every day, all over the Web. The 'We're All Fans' GRAMMY Awards campaign harnesses this enthusiasm and puts the fans at the center of the idea. And we all know, music is nothing without the fans."
52nd GRAMMY AWARDS - WE'RE ALL FANS CASE STUDY
52nd GRAMMY AWARDS - WE'RE ALL FANS - BEYONCE :30
52nd GRAMMY AWARDS - WE'RE ALL FANS - LADY GAGA :30