The Recording Academy wanted to engage viewers and build momentum leading up to the GRAMMYs. Taking an opportunity to generate buzz around the Nomination Concert, a Mosaic was build to power the GRAMMYs Live experience. A live stream of backstage happenings at the concert gave the at home audience an exclusive peak at performers, nominees, and hosts.
The Mosaic served as an immersive destination for fans to gain real-time access to rarely seen events happening live. Reactions and buzz generated about the event through Facebook, Twitter, and Instagram were curated and re-displayed alongside the live stream to amplify buzz and increased awareness about the event.