Jack's Info Portal: Eminem's Grammy Ad Is About Capturing A 'Journey'

Monday, January 24, 2011

Eminem's Grammy Ad Is About Capturing A 'Journey'

'We thought we [could] map these artists' journeys,' Recording Academy exec tells MTV News of unveiling series of promotional spots.
By Hillary Crosley

An image from Eminem's ad for the 53rd Annual Grammy Awards
Photo: NARAS

Eminem is looking back on his life in a new commercial presented by the Grammys, and MTV News was the first to premiere the clip, which chronicles the MC's career, on Wednesday. The ad is part of the Recording Academy's Music Is Life Is Music social-networking and promotional campaign leading up to the awards show next month.

"The Grammys is about the celebration of music on many levels, so we thought we [could] map these artists' journeys with all of them culminating on the Grammy stage on February 13," said Evan Greene, chief marketing officer of the Recording Academy. "But artists aren't the only ones with journeys: You remember your first concert, your first kiss, you remember all of these moments in your life and it's tied to music."

Eminem's piece debuted on all media platforms on Thursday (January 6), and the print portion of the Grammy campaign begins in two weeks. The Midwest rapper earned 10 Grammy nods, including Song and Record of the Year (for "Love the Way You Lie") and Album of the Year (for Recovery, which is also up for Rap Album of the Year). He also scored noms for Best Rap Solo Performance (for "Not Afraid"), Pop Collaboration With Vocals (for his turn on B.o.B's "Airplanes, Part II") and Best Rap Song (for "Lie").

With all those nominations under his belt, fans are hoping Slim Shady will actually perform one of his chart-topping 2010 hits during the festivities. When asked in a RapFix.MTV.com poll if they'd like to see Eminem take the Grammy stage, 93 percent of our blog readers voted yes.

"He should perform 'Going Through Changes' with Elton John again. ... It's going to be epic!" Emperor commented.

Unfortunately, those at the Recording Academy aren't giving any hints.

"All of those conversations are going on in real time, and the show is literally being put together as we speak," Greene told MTV News. "Very few artists have been 100 percent confirmed."

The Grammy Awards air Sunday, February 13, at 8 p.m. ET on CBS.

Are you hoping Eminem will hit the Grammy stage? Tell us in the comments!

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