Amazon Music partnered with The Recording Academy around the largest music event in the industry, The GRAMMYs. The primary objectives of our partnership were to drive brand recognition and create culture credibility. As the only DSP on the various GRAMMY carpets throughout the week, the social team secured content capture as artists stopped by for interviews in pre-defined formats for our social media channels and outsized cultural equity and impact. The events accounted 3.6M impressions between 1/31 – 2/8, with an aggregated engagement rate of 4.3% across Instagram, Twitter, YouTube and TikTok.