Social media makes it easier than ever for musicians to share their sound, but much harder to rise above the noise. GRAMMY Amplifer, powered by Soundcloud, is a music discovery platform that gives emerging talent a chance to be heard by a panel of musical icons. Musicians share their original tracks for fans to 'amplify'on social networks. The most amplified tracks qualify to be tweeted out by artists like RZA, Ozzy Osbourne, and Linkin Park. Amplifier helps connect the next generation of potential GRAMMY winners with a larger audience, proving the campaign idea that 'The World is Listening.'

By showing that the GRAMMYs stand for music above all, The World Is Listening campaign resonated with musicians and fans like no previous GRAMMY initiative. GRAMMY Amplifer received more than 6,000 entries, with nearly a million 'amplifies' and almost 60 million total social impressions. #theworldislistening had more than 207 million impressions from more than 17,000 unique mentions. 28 million people tuned into the awards telecast, the GRAMMY’s second-best ratings since 1993. The show received a total of 18.7 social media mentions, second only to the Super Bowl.