The Ask
GRAMMYs 2020 Winners Studio
Getty Images Custom Solutions Event Recap
Services
Getty Images' full-service production team provided...
SOCIAL SHARING
More than 70 GRAMMY winners, presenters and performers received social selects in real time with Recording Academy social tags, resulting in over 65 talent social posts on Instagram and Twitter.
Some talent – including Billie Eilish, Anderson.Paak, and DJ Khaled – also posted shots from the exclusive media partner gallery, increasing the overall reach of the activation and variety of content posted on social.
PARTNER PLATFORMS
Getty Images delivered images throughout the awards ceremony to media partner Entertainment Weekly, resulting in an exclusive online gallery, several social posts, and print placements. Content run across Entertainment Weekly's various digital and print platforms reached a combined audience of more than 15 million readers/followers.
AVERAGE
INTERACTION RATE**
1
2
22
54
67
78
88
103
117
125
256
345
353
362
376
389
11%
Total INSTAGRAM Posts
1
10
22
54
67
78
88
103
117
120
124
125
127
129
130
133
50+
of Talent Posts
Over-performed*
1
10
22
54
67
78
88
103
117
125
256
345
353
362
376
389
90%
INSTAGRAM
USERS REACHED
1
10
22
54
67
78
456
789
1,264
5,893
6,568
98,894
251,463
875,345
976,473
999,347
92M
IG Feed Posts
Tweets and IG Stories
Comments on
Instagram Feed Posts
1
10
22
54
67
78
88
103
117
125
129
132
135
143
157
169
170
Likes on Instagram Feed Posts
1
10
22
54
67
78
88
103
117
125
564
765
998
1,326
1,453
1,567
13M+
BACK TO TOP
OVERVIEW
SERVICES
SOCIAL SHARING
PARTNER PLATFORMS
LIBRARY OF CONTENT
*Includes distribution across Getty Images' and media partner platforms, as well as earned media and tracked social reach
**Reach is based off of unique monthly views on digital outlets' platforms or following at time of posting for social platforms
***All UMV scores are according to Alexa and Cision media tracking tools
*Overperformance is based on how well the post performed relative to the account's history/typical post performance
**Interaction rate: How engaging a post is relative to the page size (total post engagements ÷ account following); average influencer engagement rates typically fall between 1-5%
danandshay
Library of Content
More than 200 images were distributed across Getty Images' global platforms, resulting in a new library of high-end GRAMMYs portrait content, with Recording Academy mentions in all captions, bylines and metadata.
The Recording Academy commissioned Getty Images Custom Solutions to produce a full-service portrait studio backstage at the 2020 GRAMMY Awards.
Worldwide distribution of select images on GettyImages.com
Real-time sharing of social images to talent
Animated GIFs
Integrated delivery workflows for exclusive media partner
Pre-production
Dedicated on-site producer
Premier photographer
and photo crew
Creative consultation
The Solution
Following an embargo period, images from the "social" set were also made available for worldwide press pickup on GettyImages.com.
The two distinct looks achieved both of the Recording Academy's primary goals: garner exclusive media coverage of their event, and create shareable content for talent, as well as the client's own commercial use. All talent were sent selects in real-time, along with the Recording Academy's Instagram tags, to amplify the activation.
Photographer Robby Klein captured GRAMMY winners, performers and presenters on two different looks – a canvas set, created exclusively for our arranged media partner, Entertainment Weekly, and a metallic set for immediate social use.
Retouching services
Insights & metrics recap
Client Channels
Getty Images delivered social-ready content, including more than 25 animated GIFs, to the Recording Academy's social team throughout the awards show for immediate use on its owned-and-operated channels.
digital
Social
Print
CLIENT CHANNELS