GRAMMYConnect: Where IBM’s AI Turned Music Fandom Into a Second-Screen Power Play

When people tuned into the 61st GRAMMY Awards, they thought they were watching a performance. What they didn’t realize? IBM was staging one of its own — a high-tech, AI-fueled creative flex called GRAMMYConnect.

Built in collaboration with Havas and The Recording Academy, GRAMMYConnect was a sleek second-screen web experience that let users explore over 42 million artist connections in real time. We’re talking artist bios, interviews, music influences — all curated live by IBM’s Watson AI.

Behind the curtains, creatives like Jared Young (yes, me) helped turn this complex tech into something wildly human. Our team translated raw AI outputs into a vibrant, browsable interface that felt just as electric as the show itself. The idea wasn’t just to inform — it was to give music lovers a backstage pass to the culture behind the artists.

GRAMMYConnect wasn’t just one of IBM’s most ambitious activations. It was a case study in how AI, brand storytelling, and live entertainment can harmonize — and actually make people care.

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