Recording Academy, TBWA\Chiat\Day LA Take Us On An Animated Music Creation Journey Where Artists Get Their Due

By

Robert Goldrich
Friday, Oct. 16, 2020

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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. 

TBWA\Chiat\Day 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 TBWA\Chiat\Day 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.”

Credits

Client Recording Academy Lisa Farris, chief marketing & innovation officer; Mazen Alawar, managing director of marketing; Charles (Lee) Mills, marketing director. Agency TBWA\Chiat\Day 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.

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