The Grammys have teamed up with Pandora and Pepsi to deliver branded content featuring awards nominees.
The content – a Grammy mixtape, an artist video series and Grammy genre stations – aims to engage a broad swath of music fans leading up to the awards show on February 12, 2012.
The Grammy mixtape includes songs from nominees and newcomers in various categories. In an announcement last month, the Academy revealed its nominees this year, which include Kanye West, Adele, Foo Fighters and Bruno Mars.
In Pandora’s parlance, a mixtape is a playlist of 80 to 100 songs around a specific theme or genre created by a brand along with Pandora. This marks the first time Pandora has worked with a brand and the Recording Academy, the organization behind the awards, to deliver exclusive Grammy content.
In addition, in late January, Pandora and Pepsi will introduce a Grammy artist video series, featuring interviews with select nominees that it says will provide an inside look at the artists’ experiences as they prepare for the Awards. Pandora will have a dedicated hub page for the video series when it launches.
Pandora will also feature approximately 12 genre stations that will spotlight nominees. The Grammy video series and genre stations will run until the end of February 2012.
Pepsi is featured on all the creative and is running audio, video and display ads on Pandora’s Web, mobile and platforms like Blu-ray players, TVs and set top boxes to promote the mixtape, a spokesperson said.
A Pepsi rep said the cola has “always been at the root of pop culture and entertainment” and calls the partnership “another way to celebrate the best new artists of our time and bring to life unique and exciting music experiences for our fans.”