Harman International challenged us with celebrating JBL's official sponsorship of the 56th Grammys in an exciting way that gets people talking and participating.
We wanted to find an authentic and credible way to connect these two brands that are built on the love and respect of musicians. Iconic brands — like JBL — embody the Harman portfolio truth of credibility, by playing an instrumental role in facilitating the greatest achievements in music. Achievements The Grammy's recognize and represent.
If the Grammys are about the recognition of musical achievements, JBL’s place within that story is the same as it has been for years: the creation and discovery of those artists. This led to Tweet Music; an engaging digital experience that gave fans the power to create their own music.