GRAMMY Awards Launch Location-Based App with On-Demand Music Startup Rdio

The 53rd Annual GRAMMY Awards will air on February 13th at 8PM ET/PT on CBS, with or without Kanye West. As part of the “Music is Life is Music” ad campaign, The Recording Academy has partnered with on-demand social music service Rdio on MusicMapper, a location-based application for iPhone and Android.

Users can pick a location, tag a song and write a note to create an audio autobiography that’s pinpointed on a searchable map. Rdio supplies the album art and 30-second song excerpts, as well as powering the music search functionality.

“The Recording Academy is proud to provide music fans with content from Rdio’s vast catalogue through our MusicMapper application and Music Is Life Is Music microsite,” said Evan Greene, CMO, The Recording Academy in a statement. “Rdio proved to be a great partner in this year’s GRAMMY campaign given their like-minded emphasis on the social and mobile music experience, and we’re grateful for their partnership and collaboration.”

Drew Larner, CEO of Rdio added, “it’s extremely validating to have a prestigious organization like The Recording Academy ask Rdio to partner with them on powering the content in their social music discovery application. We have always believed that music is about sharing experiences and we’re glad that industry leaders recognize Rdio as a leader in social music discovery.”