Grammy’s Make New Media Push, But Is It Enough?

By Joe Ciarallo Comment

[Paul McCartney, Nancy Shevell, and Samuel Jackson at the Grammys, image cred]

This year’s Grammy Awards went big with new media, making use of Twitter, Facebook, Youtube and an iPhone app, as well as a “My Grammy Moment” user generated video contest. While the online newsroom certainly left a bit to be desired (it only listed press releases available in .doc and .pdf format), the official Twitter, Facebook and blog information was posted prominently on the site’s homepage.

We’re all about the effort to connect with fans and viewers, however a few efforts fell flat, including the official blogs, which were out of date and a bit bland, and video, in which content was limited and not embeddable.

What could they have done better?

-Outtakes. Many of the groups only perform one song. Maybe some would have agreed to perform additional takes in advance of the show to be released as web only exclusives via This would surely be a way to boost online buzz among hardcore fans who want to see more than the 3-4 minute TV slot.

-Hire a prominent blogger. Big music blogs like Stereogum had much more up to date content, including live blogs. Perhaps there is a way to have integrated some of this content with Also, big artists Twittered live from the event, including DJ Diplo and Questlove of the Roots – maybe these artists would be interested in having their Twitter feed or liveblogs featured on the site.

Certainly this is not a comprehensive list. What are we missing? Add your ideas in the comments.