The Recording Academy and TBWA\Chiat\Day have released the next installment in their “Believe in Music” campaign, highlighting the positive impact of music. The latest film, celebrating the 59th Grammy Awards, features two-time Grammy nominee Anderson .Paak, a gospel choir and a church-going congregation overcome by the power of music.
“Our intention with this year’s brand campaign is to highlight the inspirational and motivational power of music and its positive impact in light of the challenging times that we face,” said Evan Greene, chief marketing officer of the Recording Academy. “This latest spot in the series captures music’s undeniable force to connect us and bind us together through a shared, collective community. The Recording Academy strives to reinforce music’s ability to unify, and this film serves to powerfully amplify this message.”
The highly-engaging and uplifting film includes a rendition of .Paak’s hit “Come Down” and parallels his story — .Paak built his music career as a drummer in a gospel choir. The work is certainly a family affair with Gospel music director and .Paak’s family friend J'rese Mitchell collaborating with .Paak to create the gospel arrangement for the song. Additionally, the cast features friends and family from .Paak’s hometown of Oxnard, California — including his sister Camille and 6 year-old son Soul also making cameos.
.Paak is scheduled to perform with A Tribe Called Quest at this year’s Grammy Awards, which airs on CBS Sunday at 8pmET/5pmPT.
Other artists in the campaign have included Grammys host James Corden and Taylor Swift, who inspired young women from all walks of life in one of her powerful Grammys acceptance speeches.