The GRAMMY Awards is launching an integrated online ad campaign that will focus on real time postings by fans on such sites as YouTube, Twitter, Flickr and Facebook.

Called "We're All Fans" the campaign is to promote its upcoming 52nd show, airing live CBS Jan. 31, 8 - 11:30 p.m. ET/PT. The We're All Fans website features portraits of GRAMMY-nominated artists that are entirely fan-generated.

The user-submitted content is gathered from the social media sites and regularly refreshed. The point is to develop a "living and constantly evolving" portrait of each artist. The website will also let users to upload their own image and create a "We're All Fans" portrait of themselves.

Ad Placements

Ad placements on TV, print, out-of-home and interactive media will drive traffic to the site. The TV commercials will feature Beyoncé, Lady Gaga, and LL Cool J.

Print and out-of-home advertisements will feature the five artists nominated for Album Of The Year - Beyoncé, the Black Eyed Peas, Lady Gaga, Dave Matthews Band, and Taylor Swift - as well as other current nominees including Billie Joe Armstrong of Green Day, P!nk, and Carrie Underwood. TBWA\Chiat\Day\Los Angeles and The Recording Academy are developing the campaign.

Embracing Social Media

Over the past year Hollywood and the music industry have come to embrace social media - at least as a means for promoting their products. Last month, as one example, in a first for the music industry RCA Music Group released a full stream of Alicia Keys' new album, "The Element of Freedom," exclusively to the artist's 1.2 million Facebook fans.