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Let's Rock! We Got the Inside Scoop on This Weekend's Grammy Awards

Awards season is upon us. The music industry is a buzz with announcements related to performances and presenters at this year's 54th GRAMMY Awards Telecast on Sunday Feb 12. The folks behind the Grammy's pride themselves on bringing music fans the most interactive and engaging online awards experience possible. With behind-the-scene cameras and exclusive online-only interviews, the Grammy.com site and associated GRAMMY Live initiative will bring a fantastic multi-screen experience to music fanatics throughout the weekend.

Akamai is fortunate to be involved with this, the 3rd installment of GRAMMY Live, and we sat down this week with GRAMMY Live Executive Producer Peter Anton, who's consulting for The Recording Academy, to talk about the event.Peter Anton, TRA.jpg

Akamai: Peter, last year you saw great viewership numbers for GRAMMY Live, but there might be a few people out there that have not had a chance to visit. Can you give us a quick tour of the second screen experience on GRAMMY Live this year?

Peter Anton: This year we are partnering with CBS on GRAMMY Live and associated mobile apps to bring fans three days of live coverage of VIP events leading up to Music's Biggest Night®. The live stream is accompanied by exclusive pre-taped and archived GRAMMY moments, as well as a variety of live backstage cameras. The GRAMMY Live real-time, online broadcast, includes live video, photos, blogging, tweets and retweets, official news reports and personalized updates from our GRAMMY Live hosts. Exclusive GRAMMY cams bring users beyond the red-velvet-rope to capture behind-the-scenes footage of all the action leading up to and through the 54th GRAMMY Awards, culminating at the official GRAMMY Celebration after party. To round out the experience, this year we've included a feature rich GRAMMY Live mobile app, enabling fans to watch the live stream on their favorite iOS device.

We are proud again to work with technology and production partners, Akamai and AEG Digital Media. Akamai's HD Network and Akamai Media Analytics allow us deliver the live streams in multiple bit rates to various connected devices, as well as measure the online experience from a variety of aspects. AEG Digital Media brings their production and technical expertise, including a feature-rich multi-camera angle Tremolo Player and The MC, a new interactive polling application to the online experience.


Akamai: I know that in each of the last two years you brought new technology and interactive features to the fan experience. What's on tap for this year?

Peter Anton: This year we worked closely with CBS to launch an exciting GRAMMY Live Mobile App (available in the Apple App store for iPad, iPhone, and iTouch), which includes the live stream. This application offers users a true multi-screen experience, complimenting the CBS telecast with tri-camera red carpet coverage, backstage Load-In Cam, one-on-one interviews, winner photo sessions, press room Q&A cam, past GRAMMY acceptance speeches and show highlights. The app also integrates closely with GRAMMY.com pulling the latest photos, videos and news, along with GRAMMY Radio, which enables fans to listen to all of this year's nominated music. Additionally, fans will be able to guess who they think our voting members will vote for across 20 categories, participate in a trivia challenge, search for past GRAMMY winners, and much more.

The GRAMMY Live experience will be even more robust thanks to Mass Relevance, who has designed a social curation platform to filter, moderate and publish interactive social content into the GRAMMY Live and GRAMMY.com experience, delivering increased social engagement.

Akamai: For those folks considering hosting live events and/or companion experiences, what recommendations do you have for them?

Peter Anton: The Recording Academy partners with the most progressive online companies and continues to leverage the best of both open source and proprietary technologies to deliver a cohesive, exciting and more enriching user experience for its online web initiatives.  Any company planning on an online broadcast event would benefit greatly by leveraging the best of breed partners, premeditating the production of exciting content, and extending to the most relevant devices to ensure fans have the most robust and engaging second screen experience.

Akamai: Thanks to Peter for giving us a quick glimpse into the exciting events starting tomorrow around The GRAMMYs experience. Tune in starting Friday, Feb. 10 at 2 p.m. PT to catch all the action at www.grammy.com/live and
www.cbs.com/shows/grammys/Live/

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