For a second straight year, the Recording Academy® will highlight and showcase creative credits with Behind the Record, a social media initiative aimed to spotlight the many producers, engineers, songwriters, mixers, instrumentalists, and other creators who contribute to the music recording process. Behind the Record will continue the industry-wide conversation initiated with last year’s launch by inviting artists across all music genres to recognize their collaborators’ incredible behind-the-scenes work on the tracks, records and albums loved by music fans across the globe.
TBWAChiatDay LA is behind the initiative which includes this special Behind the Record animated film, narrated by spoken word artist and Recording Academy Chicago Chapter president J. Ivy, which takes viewers on the songwriter, producer and engineer journey, from the creative stage, soundboard and mixing directly to your ears. The 2020 Behind the Record video was produced in partnership with TBWAChiatDay LA and directed by YOUTH and Maldita; the film animates 33 album titles with corresponding music inspiration by CANJA Audio Culture.
This year, Behind the Record launches alongside an official artist petition aiming to give credit where credit is due by urging all digital music services to display complete credits for songwriters, producers, engineers, and non-featured performers.
“As a music producer and someone who has made my living working behind the scenes, I’m so thrilled at the opportunity to spotlight all the different creatives behind the magic of recordings,” said Harvey Mason jr., chair and interim president/CEO of the Recording Academy. “This initiative comes at a time where the music community deserves recognition now more than ever. During a time where we aren’t certain about much, there is one thing that will remain true: We have to be the change we want to see in our community.”
CreditsClient Recording Academy Lisa Farris, chief marketing & innovation officer; Mazen Alawar, managing director of marketing; Charles (Lee) Mills, marketing director. Agency TBWAChiatDay LA Renato Fernandez, chief creative officer; Jason Karley, group creative director; Bruno Regalo, head of art & design; Paula Henzel, sr. copywriter; Stephanie Johnson, sr. art director; Chris Lopez, sr. designer; Anh-Thu Le, director of production/producer; Ewan Anderson, executive digital producer; Renato Jabuka, FVLA director; Joshua Levion, associate producer; Sarah Rubinstein, VP, strategy. Production The Youth YOUTH & Maldita, director. Postproduction/Animation COLOSSAL Music & Sound CANJA Audio Culture Eduardo Karas, music director/arrangements; Filipe Resende, sound executive director; Lucas Sfair, sound creative director; Guilherme Moreno, drum’s arrangement and performance; Levi Mynssen, sound engineer; Ana Flor, studio coordinator; Pedro Souza, Diego Zorrilla, sound design. Recording Studio Nico’s Studio Guima Scartezini, technical support.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More