The Association of Music Producers (AMP) is currently petitioning the National Academy of Recording Arts and Sciences for creation of two new Grammy categories. A non-profit organization that “gathers and shares information on music production, business and artistry,” AMP aims to generate more legitimate recognition for songs and scores created specifically for advertisements. According to AMP President Lyle Greenfield, they initiated the petition because many have “become so comfortable with hearing music in ads that some of these songs have become commercially viable.”
The Association of Music Producers (AMP) is currently petitioning the National Academy of Recording Arts and Sciences for creation of two new Grammy categories. A non-profit organization that “gathers and shares information on music production, business and artistry,” AMP aims to generate more legitimate recognition for songs and scores created specifically for advertisements. According to AMP President Lyle Greenfield, they initiated the petition because many have “become so comfortable with hearing music in ads that some of these songs have become commercially viable.”
The track “Better Than I’ve Ever Been,” for example, featuring Kanye West, KRS-One and Nas, last year became the first song created for an advertisement that had ever been nominated for a Grammy. Produced by Rick Rubin and released in February of last year by Nike Records, it didn’t ultimately win the Grammy for “Best Rap Collaboration,” but it led to a digital single that sold surprisingly well. But if a Grammy had existed for “Best Original Commercial Song,” would Kanye have been adding another award to his collection?Greenfield maintains that commercial music is becoming more widely regarded as mainstream entertainment, and the Grammy campaign is beginning a long, hard road to this desired destination.
There are Grammy categories for “Best Polka Album,” “Best Surround Sound Album,” and “Best Gospel Album,” but we have yet to see a Grammy category to recognize songs like these. Should there be such a Grammy category? Some, like Charlie Moran of the Advertising Age online advertising publication, suggest not. “We understand the commercial music studios representing AMP want recognition for their work,” he conceded, “but isn’t the ultimate goal for the new generation… to be successfully integrated into culture as well as any other? Giving them their own Grammy category seems like a step backwards.”
Still,
Keep checking the American Songwriter newsroom for developments!