Eminem's Life A Backdrop For Grammy Promotion

TBWA\Chiat\Day connected with Eminem for a series of commercials promoting the 53rd Grammy Awards on MTV. In the first ad which debuts today, a voiceover accompanies images from Eminen's troubled life including the death of friends, his drug addiction and his divorce. Accompanying the ad is Eminem's new single, Not Afraid.

Of the work, TBWA\Chiat\Day Creative Director said, "The camera kind of literally walks through his life. It was important to capture his struggle."

The work is part of a larger campaign from Recording Academy entitled Music is Life Is Music. which also includes social media components including apps and microsites.

Recording Academy Chief Marketing Officer Evan Greene describes the social elements of the campaign, saying, "The app and our micro-site allow you to map your musical journey and to note key musical milestones in your life, and you can instantly share it with your entire social network. It gets in front of human behavior, because people are using geo-location to tag where they are and to tag where they're going, and we align that with music. So if you're in Bloomfield, Indiana, you can look up on our website's map which of your friends or favorite artists have dropped or tagged pieces of music that are important to their journey. You can do it on your app or go to the Music Is Life Is Music website."