The 54th Annual Grammys: Starring a Bon Iver Leaf Monster

By Bob Marshall Comment

Last year, the folks at TBWA\Chiat\Day LA used animated, biographically-focused TV spots to preview the 53rd Grammy Awards. Judging by the above spot, the agency seems to be employing “if it ain’t broke, don’t fix it” mantra when it comes to marketing the 54th installment of music’s biggest night.

Though Bon Iver is not performing at the Grammys, the band is nominated for Record of the Year, Song of the Year, and Best New Artist. Also, the band’s history is one that quickly found its place in folk music lore. Even passive fans know how singer/songwriter Justin Vernon started his project in humility, writing mournful songs from his parents’ cabin during a cold Wisconsin winter. To the ghostly sounds of the band’s track “Holocene,” a snowy scene evolves into a silhouette of Vernon and his guitar.

Could this be the year that Bon Iver becomes a pop sensation, played on Top 40 stations around the country? Well, you have to remember that the Grammys are now finally attempting a stab legitimacy, and Arcade Fire’s Album of the Year victory last year could be a sign of things to come. Bon Iver’s “We are Music” spot is one of four, with the others focusing on pop crooner Adele, middle-aged rockers Foo Fighters, and the worst thing to happen to music in 2011, dub-step phenom Skrillex.