We’re All Fans for the Grammys

The 2010 Grammy Awards, to be broadcast on CBS on January 31, are being promoted in “We’re All Fans”, an interactive web site fostering the power of fans. The campaign, online at www.wereallfans.com, constantly updates portraits of Grammy nominated artists such as Lady Gaga using images and footage from real-time, fan-generated YouTube, Twitter, Flickr and Facebook postings. Fans power the engine of popularity, they are more active, involved and engaged than ever before, and with direct fan/artist interaction through social media, they have become intricately woven into the fabric of music and culture.

We're All Fans Site featuring Lady Gaga and fans

Lady Gaga

Fans sing and perform their own version of Lady Gaga’s Pokerface.

Click on the image below to play the video.

LL Cool J Rock The Bells

LL Cool J raps along with his fans.

Click on the image below to play the video.

The Grammys promotional campaign is online at YouTube, MySpace, Twitter

Executive creative director for TBWA\Chiat\Day Los Angeles, Patrick O’Neill says the campaign celebrates the connection between fans and some of today’s most relevant artists.

“Fans have always been the driving force of music but with the rise of social media they are now more powerful, more connected and more influential than ever”, comments O’Neill. “We wanted to tap into what music fans are already doing: sharing, tweeting, singing about their favourite artists and we wanted to harness this enthusiasm and put fans at the centre of the idea for the GRAMMY Awards.”

The website also has built-in functionality for users to upload their own image and create a “We’re All Fans” portrait of themselves. Their image is then reconstructed using fan-generated content that references the artist or band of choice. New artists will be added onto the site in the build up to the GRAMMY Awards. The campaign is also supported by TV, print and out-of-home work that extends the user generated aesthetic across screens, magazine and billboards. Shown here are posters featuring Beyonce, Dave Matthews, Lady Gaga, Black Eyed Peas and Taylor Swift.

We're All Fans Beyonce Poster

We're All Fans Dave Matthews Poster

We're All Fans Lady Gaga Poster

We're All Fans Black Eyed Peas Poster

We're All Fans Taylor Swift Poster


The We’re All Fans campaign was developed at TBWA\Chiat\Day Los Angeles by chief creative officer Rob Schwartz, executive creative director Patrick O’Neill, creative director Bob Rayburn, creative director Patrick Condo, associate creative director Ed Mun, art director Kirk Williams, copywriter Eric Haugen, account director David Dreyer, account management supervisor James Aardahl, account supervisor Jennifer De St. Remey, account executive Maura Menapace, business managers Robin Rossi and Stefanie McCall, art producer Anna Willman.

Digital production was by program manager Keith Bellinger, senior interaction designer Shaun Rance, digital strategist Niki Weber, senior Flash developers David Riegler and Reguh Mualim, Tech leads Tim Shea and Jon bauer, QA Lester Broas and Walter Velasquez, director of creative technology Ricardo Diaz, art director Jose Eslinger, art director Helena Skonieczny.