Last year, the US Grammys awards worked with Myspace to offer live-streamed content before, during and after the event. This year, the Grammys have switched to a new partner: YouTube. Grammy Live will be run on YouTube’s beta livestreaming service. “We really wanted to use a platform to help amplify what consumers clearly responded to last year, and we thought that YouTube provided the best solution to providing a dynamic user experience across a really global platform,” says CMO Evan Greene. “The addition of YouTube allows us to reach a lot more people — they can help promote it in a meaningful and aggressive way.” The livestream will be hosted on the Grammys website and also on YouTube, and will be watchable worldwide.
