Recording Academy, Edelman vs. Music Pirates

BOSTON People who tune in to the 2004 Grammy Awards telecast will not only get an eyeful of Beyonce, they will get a lesson in music piracy.

The Recording Academy of Beverly Hills, Calif., has teamed with Edelman on a campaign—set to launch during the 46th annual Grammy Awards on CBS on Feb. 8—aimed at curbing the illegal downloading of music by educating consumers.

The effort, directed at consumers ages 12-24, was crafted by the independent public relations agency and its advertising and research units, Blue and StrategyOne, respectively.

“Together we developed an educational campaign that really looks to inform, educate and get consumers to think before they act in terms of illegally downloading music,” said Gail Becker, co-president of Edelman’s West Coast office in Los Angeles. Through research “we found that there was a complete lack of information and resources on this subject.”

Becker would not reveal details of the campaign. Components will include a public service announcement, Web site and grassroots public relations efforts. Spending was not disclosed.

“Our goal is to have a campaign that will have an impact. … We want people to make more ethical, legal decisions,” said Brad Jamison, vice president of Edelman.