GRAMMYConnect: How IBM’s AI Gave Music Fans a Front-Row Seat to the Data Behind the Drama

When fans tuned into the 61st GRAMMY Awards, they expected spectacle. What they got was a behind-the-scenes data drop from an unlikely co-headliner: IBM.

Enter GRAMMYConnect — a live, second-screen experience powered by IBM Watson and developed in partnership with Havas and The Recording Academy. The platform unearthed over 42 million artist connections, offering fans live access to bios, backstories, collaborations, and musical influences — all served up in real time.

This wasn’t just a glorified search engine. GRAMMYConnect was built to feel like music: dynamic, interactive, and emotionally resonant. Behind the magic? A team of creatives (including yours truly, Jared Young) who translated raw AI data into an intuitive, culture-rich experience. The goal: not just to inform, but to turn passive viewers into hyper-engaged superfans.

With GRAMMYConnect, IBM didn’t just show off its AI capabilities — it showed how tech can deepen emotional connection when it’s done right. This wasn’t just an ad campaign. It was a proof of concept for how AI, storytelling, and live entertainment can harmonize on the biggest stage possible.

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