Industry News - Press Release

12.04.03  Recording Academy to Launch Reasearch-Based Public Education Campaign Addressing the Value of Paying for Music

Contact Info:
Ron Roecker / Heather Medure, The Recording Academy     
310.392.3777      

Brad Jamison / Elisa Wiefel, Edelman for Recording Academy
323.202.1064 / 323.202.1069   
brad.jamison@edelman.com    
elisa.wiefel@edelman.com

Campaign to Launch in Tandem with 46th Annual GRAMMY Awards February 8, 2004

LOS ANGELES (Dec. 4, 2003) - The Recording Academy announced today that it will launch a research-based public education campaign in February 2004 to address the value of paying for music.  Designed to empower consumers to make informed decisions regarding how they get their music, the campaign will focus on offering comprehensive and understandable information about downloading.  Additionally, the campaign will encourage the use of legal options for obtaining entertainment content and ultimately be a key source of information that music lovers need to make decisions. The research-based campaign, designed to complement other current industry campaigns, will include an educational Web site, public service announcements (PSA), local market activities and more.

"It is essential that the recording industry continue to embrace technology and celebrate the options it provides artists and consumers, while also addressing the challenges that it brings, such as illegal downloading and file-sharing," said Neil Portnow, President of the Recording Academy.  "As the voice of music makers, the Recording Academy plays a role - through education and advocacy - in empowering consumers so they can make thoughtful, ethical and respectful choices that will help ensure the future of music."

After an extensive evaluation of numerous marketing, communications and advertising agencies, the Recording Academy awarded the campaign to Edelman, the world's largest independent public relations firm. The Recording Academy, along with Edelman - and its advertising and research subsidiaries Blue and StrategyOne respectively - has dedicated the past year to developing the strategic direction of the campaign, which is based upon the findings of proprietary research. The research shows that an increase in knowledge, discussion and awareness of the issues and consequences of illegal downloading and file-sharing leads young adults 12-24 years old to demonstrate a higher likelihood of thinking twice before downloading from illegal sources. Additionally, research and analysis proves that there is a true need in the marketplace for an education campaign, as there is currently no single source of such information for consumers.

"Threats to copyright and intellectual property caused by illegal peer-to-peer downloading undermine the very core of the continued creation and availability of music. Downloading is a decision and, like any decision, requires information and education," added Portnow. "We learned there is a monumental need for a thoughtful consumer education campaign and are enthusiastic to soon offer a source of information that consumers need in order to make informed decisions."

"It was essential that the Academy select a marketing and communications partner that had a thorough understanding of our mind-set and the ever-changing issues at hand, as well as one that could implement tactics ranging from advertising to research to community outreach and everything in between," said Ron Roecker, Senior Director, Communications, the Recording Academy. "The collective knowledge of Edelman, Blue and StrategyOne regarding the legislative, political, technological and cultural issues at stake, along with their vast experience in the development and implementation of effective education campaigns, make the firm an ideal partner for this initiative."

About the Recording Academy:

Established in 1957, the National Academy of Recording Arts & Sciences, Inc., also known as the Recording Academy, is dedicated to improving the quality of life and cultural condition for music and its makers.  The Recording Academy is internationally known for the GRAMMY Awards and is responsible for numerous groundbreaking outreach, professional development, cultural enrichment, education and human services programs.

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