Awards shows are usually too polished and stiff to really have
spontaneity. Unless Jennifer Lawrence is involved, there’s rarely room
for surprises. But this year the folks at the Grammys have decided to
welcome just a little bit of chaos into the proceedings—courtesy of the
GrammyCam.
“What’s a GrammyCam?” you ask? Let us enlighten you. The
GrammyCam is a device in the base of the Grammy trophy itself that will
be live-streaming audio and video footage throughout tonight’s telecast,
leaving Grammys coverage literally in the hands of whoever is on stage.
Yes, that’s right, this year you’ll be able to experience the Grammys
from the POV of those small gold gramophones handed out to winning
artists.
And aside from the fact that you could know how it feels to be held
in the hands of Taylor Swift or Kendrick Lamar, the GrammyCam also has
the potential to deliver Internet gold. Just imagine all of the
meme-able footage this will bring to the Grammys: backstage banter, lip
sync battles and dance-offs, the unfortunate angles of famous people’s
faces. All these are possible thanks to the GrammyCam.
“With the simplest idea of placing a camera at the base of the Grammy
Award itself, we were immediately hyped about the possibility of
offering fans the ultimate point of view,” says Grammy Awards CMO Evan
Greene. “The evolution of social media into Snapchat and Periscope
proves that people want that first-person experience. This was a natural
progression of our focus on fan engagement.”
If nothing else, the Grammys should be applauded for their bravery. A
live feed is a dangerous thing in the hands of celebrities. Remember
Elisabeth Moss on E!’s Mani Cam?
Unlike the Mani Cam, though, the GrammyCam really does feel like it’s
about inviting fans into the moment, rather than just finding a new way
to ask “What are you wearing?!” It’s impossible to say what those
moments are going to look like (one-man media circus Kanye West will be
there, after all), but they’ll be compelling to watch nonetheless.
Check out the behind-the-scenes video above to see how Grammy craftsmen and made the GoPro-camera-equipped trophy possible.
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