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IBM Creates Engaging Experiences for Music Fans and Recording Academy Members Ahead of this Year’s GRAMMY Awards

January 30, 2023

IBM — the Official Cloud and Artificial Intelligence (AI) partner for the Recording Academy® — will once again bring back “GRAMMY® Insights with IBM Watson®” for the 65th Annual GRAMMY...

IBM — the Official Cloud and Artificial Intelligence (AI) partner for the Recording Academy® — will once again bring back “GRAMMY® Insights with IBM Watson®” for the 65th Annual GRAMMY Awards® red carpet livestream, to deliver fun and engaging facts to millions of fans about their favorite nominated artists as they arrive for Music’s Biggest Night® on Sunday, February 5 beginning at 6:30 p.m. ET

GRAMMY® Insights with IBM Watson uses the AI and natural language processing of Watson Discovery to analyze over 20 million news articles, blog posts and sources, and turns them into bite-sized artist insights that will appear on the screen in real time. GRAMMY® Insights with IBM Watson will also be integrated into hundreds of individual artist pages, now live on 

In collaboration with the Recording Academy, IBM Consulting designed and developed GRAMMY® Insights with Watson to transform the GRAMMYs® fan experience across its digital platforms, driving more engagement and deepening the connection between music fans and the artists they love. By automating the production of relevant content, this technology solution enables the Recording Academy editorial team to deliver a compelling digital experience quickly and efficiently.

This year IBM Consulting™ is helping the Recording Academy® with the design, implementation, and management of its digital membership platform on Salesforce. Using pre-built accelerators, analysis indicates that IBM was able to significantly speed the development process and build a smoother, more personalized experience for 22,000 existing members around the world. In working with IBM to better leverage Salesforce’s capabilities across the nomination, ticketing, and renewal processes, the Recording Academy reports that it has been able to increase staff efficiency, improve customer satisfaction, and better predict profitability.

"Since the inception of our partnership, IBM has worked with the Recording Academy to bring fans closer to the artists they love,” said Noah Syken, Vice President, Sports and Entertainment Partnerships. “Now, through the deep expertise of IBM Consulting, we’re deepening our collaboration to accelerate the Recording Academy’s digital transformation journey and optimize their business practices, using the same technology and capabilities that we employ with more than 3,000 clients around the world.”

“When we realized we needed an immediate solution to help drive membership engagement and personalize the way our members and new GRAMMY nominees experience the Recording Academy, we knew we could count on IBM,” said Panos A. Panay, President of the Recording Academy. “We couldn’t be more excited and proud to once again be partnering with IBM for Music’s Biggest Night. Each year, we aim to bring together our entire creative community to celebrate the power of music and it’s through partnerships like this one that we can really drive home that fan experience and, hopefully, deepen the connection between artists and their fans.”

While The GRAMMY Awards® brings together musicians, celebrities, and influencers from around the world on one night each year to celebrate and foster a love of music, throughout the year, IBM continues to help the Recording Academy unlock new engagement opportunities for its members and its fans. And on Music’s Biggest Night®, IBM has the opportunity to showcase AI and cloud technology in the context of the arts through GRAMMY® Insights with IBM Watson, providing die-hard music fans with an even deeper connection to the GRAMMYs experience.

TUNE-IN to the 65th Annual GRAMMY Awards® red carpet livestream Sunday, February 5 at 6:30 p.m. ET on to see GRAMMY® Insights with Watson, and check out the artists profile pages available now on

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