The Hidden Engine Behind the GRAMMYs? IBM GRAMMYConnect.

IBMAdvertisingArtificial IntelligenceEvent Marketing
Written By Jared Young

You probably didn’t realize IBM had a seat at music’s biggest night—but we did. With GRAMMYConnect, IBM teamed up with The Recording Academy and Havas to build an AI-powered second-screen experience that revealed hidden connections between artists in real time.

Watson crunched millions of data points—articles, interviews, bios—to surface unexpected collabs and deep-cut trivia just as artists took the stage. You weren’t just watching the GRAMMYs; you were discovering that the guy in the background once produced a track with your favorite indie singer in 2008.

As a creative with Havas, I helped bring the tone of voice and UX thinking to life. GRAMMYConnect was smart, yes, but more importantly—it was fun. The kind of digital companion that made even casual fans feel like insiders.

And while other brands were shouting into the Super Bowl void, IBM was whispering insights during the GRAMMYs—and getting heard.

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Jared Young
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