PTO Creative
#TheWorldIsListening - Grammy Amplifier

"#TheWorldIsListening" campaign features both established and up-and-coming artists across a variety of print, out-of-home and digital communications, as well as three TV commercials. The first commercial, "Slammed Door," tells five-time GRAMMY winner and current nominee Rihanna's story. The second commercial, "The World is Listening," features artists including the Kills, Snoop Dogg and Taylor Swift alongside emerging artists such as Grace Potter, Kishi Bashi and Dam-Funk. Two-time GRAMMY winners and current nominees the Black Keys will appear in the forthcoming commercial titled "Soundcheck."

At the heart of this year's "#TheWorldIsListening" campaign is a newly created website,, which allows musicians to share their tracks via SoundCloud for a chance to have their music tweeted out by a panel of music icons, including Linkin Park, RZA, and Snoop Lion. While social media has given musicians more ways to share their sounds than ever before, the online music space is increasingly fragmented. As a result, it gets more difficult for emerging artists to be discovered. "#TheWorldIsListening" campaign and the GRAMMY Amplifier aims to help solve this problem by exposing new artists through social platforms — with the ultimate goal of discovering artists with the potential to be the next generation of GRAMMY winners..

#theworldislistening case study

The home page of is a continuous cycle of elements on the site, depending on how often the user visits. Artists can see who is currently curating, listen and amplify trending artists and connect to Soundcloud to upload their own track. The website allows music lovers to listen to the music and share songs with their friends and followers on Facebook and Twitter. The more plays and shares a song gets, the better chance it has at having the celebrity artists see them.

Grammys - "The World Is Listening" :60

Media: Fast Co. Create, CBS, Mashable, Huffington Post, The Examiner, etc.