Challenge

Linda Chorney had successfully utilized the social networking apparatus of the National Academy of Recording Arts and Sciences (NARAS) to become the “people’s choice” nominee for the 2012 Best Americana Album Grammy. This was a unique story highlighting the tug of war between new media and traditional music interests (especially those embedded in the world of folk and roots rock). As she went into the home stretch of the 2012 Grammys, Chorney wanted to ensure that she would remain the most visible “gate crasher” at the show. SocialRadius had fewer than two weeks to build on Chorney’s PR momentum and create buzz before the show.

Solution

Targeted general media verticals that would be most responsive to different facets of Chorney’s story (traditional music beat writers, entertainment and new media, etc.).

Targeted media that could most effectively evangelize Chorney’s story (and develop fresh angles beyond other existing coverage) with the quickest publication turnaround possible.

Approach and offer exclusive access to Chorney, including access to the recording of her latest single the weekend before the Grammys at the Hollywood’s legendary EastWest Studios.

Results

• Even though she ultimately didn’t win the award, and with Whitney Houston’s untimely death rocking the music world at the same time, Chorney still won in the arena of public opinion and was among the most-discussed storylines going into the Grammies – despite being nominated in the usually sleepy Americana category.
• With SocialRadius as the driving force, Chorney’s story was featured in The Hollywood Reporter, The Boston Globe, The Washington Post, SF Weekly’s “All Shook Down” music column, and many other outlets.
• Chorney’s story showed that losing a battle can mean winning the war: On the strength of her increased publicity before the Grammy Awards, Chorney is writing a book about her Grammy experience, has been a speaker at TEDx, and is also embarking on a world tour.