The GRAMMYs felt their award show was getting stale and wanted to drive second-screen engagement beyond the typical tweets or hashtags. Their goal wasn’t just to connect fans to the show, but to the artists themselves. In a world of always-on social media and behind-the-scenes content, they challenged us to create something entirely new—a way to give viewers access like they’d never had before.

The almost-mythical backstage pass has always been the holy grail of access for music fans. Social media came along and brought fans closer than ever to their favorite artists. But there’s still one place we never get to be: on stage, in the exact moment an artist’s world changes—when they take hold of a GRAMMY.

We partnered with GoPro and embedded a live-streaming camera into the base of an actual GRAMMY trophy. Dubbed GRAMMYcam, it gave fans a surreal new POV—the chance to experience the show from inside the trophy itself. The stream ran live during the broadcast, offering viewers an unprecedented perspective on music’s biggest night.

The idea took off instantly. In under a week, over 6,000 articles were written about GRAMMYcam, and more than 3 million viewers tuned in to the live stream. For a brief moment, fans weren’t just watching their idols win—they were right there with them.