Cannes Lions

The Come Down Gospel | Believe in Music | GRAMMYs

TBWA\CHIAT\DAY, Los Angeles / THE RECORDING ACADEMY / 2017

Case Film
Film
Case Film

Overview

Entries

Credits

Overview

Description

To help people truly Believe in Music we wanted to take a hit pop song and inject it with the most powerful, moving music there is—gospel. We invited GRAMMY nominee Anderson .Paak, who laid the foundation for his music career in church, to rejoin his old gospel choir and perform a new arrangement of his hit "Come Down" to a church full of over 100 family and friend from his childhood community including his sister Camille and 6-year-old son Soul. Gospel Music Director and .Paak’s god-brother J'rese Mitchell collaborated with .Paak to create the gospel arrangement for the song.

Execution

In the film, .Paak, who started his music career as a drummer in a gospel choir, returns to church to perform a gospel arrangement of “Come Down”. The congregation dances together sharing a physical and mental high that is nothing but infectious, proving once again why we can all Believe In Music. Gospel Music Director and .Paak’s friend J'rese Mitchell created the arrangement for the song and the cast features friends and family (including his sister and young son) from .Paak’s hometown of Oxnard, CA.

We released the film online exclusively with Complex Magazine. Shortly after it became public, the film spread among the music world to leading music publications such as The Fader, Rolling Stone and MTV. Releasing the film online with these outlets allowed us to hit a core group of music fans first, giving insider music fans a first glimpse before making it out to the public.

Outcome

The film launched on The Recording Academy’s YouTube channel, with no paid media against views or coverage. It generated well over 2 million views across Facebook and YouTube. To date, it’s generated well over 2 million views across Facebook and Youtube and resounding praise from top music publications. In the first 24 hours, the film garnered nearly 70 million impressions and was received with an overwhelmingly enthusiastic 97% net sentiment.

Most importantly, the film contributed to a huge increase in viewership, with 1 million more people turning into the broadcast than last year. In contrast, the Oscars (the most-watched annual awards show) saw their lowest ratings in 9 years and a significant dip in viewership in 2017.

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Records of Credit

TBWA\CHIAT\DAY , Los angeles

Records of Credit

2021, THE RECORDING ACADEMY

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