How social media changed the DNA of the Recording Academy

In celebration of the 54th GRAMMY Awards, (R)evolution shot a video in Los Angeles and Evan Green, CMO of the Recording Academy discussed the fusion of two worlds, the social explosion and the increasingly sophisticated expectations of consumers.

In this discussion, we learn how a 54 year old industry body adapted to the change in how people interact with television, music and one another, shifting from watching the conversation to engaging and helping facilitate shared experiences. More importantly, you’ll hear what it took to get management to see the opportunity for the future and how it changed the DNA of the Recording Academy forever.

http://www.youtube.com/watch?v=286e_I0xIDY&feature=player_embedded