How we used AWS to Reinvent the GRAMMY broadcast

How Metal Toad Bridged the helped Generational Gap! The GRAMMY Awards, a globally recognized brand, faced a critical business problem in recent years - a generational disconnect with younger audiences. To rejuvenate the brand and elevate the online viewing experience for the younger generation, a significant technological innovation was required.
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BUSINESS PROBLEM: GENERATIONAL DISCONNECT

Despite its global fame, the GRAMMY Awards found itself struggling to capture the interest and engagement of younger audiences. The traditional viewing experience was no longer resonating with the preferences and expectations of the newer generation. This generational disconnect posed a threat to the continued relevance and popularity of the GRAMMY brand.

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TECHNOLOGY SOLUTION: CAMERAS EVERYWHERE

In response to the generational gap challenge, Metal Toad collaborated closely with the onsite GRAMMY team to implement a groundbreaking solution - integrating five video streams, all delivered seamlessly via AWS directly to viewers' browsers. This innovative approach aimed to provide a more dynamic and personalized online viewing experience for the audience.

Metal Toad's team employed cutting-edge front-end and backend technologies to empower site visitors to tailor their GRAMMY Awards viewing experience in real-time. Viewers could select and switch between up to three feeds simultaneously, all without experiencing any downtime. This solution was a crucial step in aligning the GRAMMY Awards with the evolving expectations of a tech-savvy and digitally immersed younger generation.

IMPACT: TALK TO THE TOWN

The implementation of Metal Toad's technology solution had a transformative impact on the GRAMMY viewing experience. Both during the live event and across the globe, the GRAMMY Awards became the talk of the town. Harvey Mason, the GRAMMY Executive Director, publicly acknowledged the impact, describing Metal Toad's contribution as "transformational for the brand." The successful integration of cameras everywhere not only addressed the generational disconnect but also elevated the GRAMMY Awards to a new level of technological sophistication.

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CONTINUED COLLABORATION FOR FUTURE INNOVATION

Metal Toad's success in reshaping the GRAMMY Awards viewing experience solidified its ongoing partnership with the GRAMMY team. The collaboration extends beyond the initial implementation, with Metal Toad actively working alongside GRAMMY to plan and execute future innovations. This ongoing commitment underscores Metal Toad's dedication to keeping the GRAMMY brand at the forefront of technological advancements in the entertainment industry.

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