The GRAMMYs is a night of musical performances, celebrities, and unforgettable brand moments hosted by the Recording Academy. IBM, better known for data annotation and technology than red carpets, wanted to steal the spotlight with a moment of their own for their Watson AI.

But IBM wasn’t exactly what fans had in mind when they tuned in for “Music’s Biggest Night.” So if IBM was going to make some noise for their AI during the show, they were going to have to meet the viewers halfway… by connecting with them on their phones as well.

We created GRAMMYconnect, a second-screen digital experience designed for viewers already on their phones. This gave them a new way to engage with the show, connect with friends on social, and served as a practical demonstration of IBM’s AI capabilities.

I developed the original concept for GRAMMYconnect, scaling it across web, social, and a partnership with Brandi Carlile. It became an evolving intellectual property for IBM, returning annually that contributed to a seven-year partnership with the Recording Academy.