The Association Of Music Producers is arguing that the NARAS should create two new Grammy awards: one for best original song in an advertisement, and one for best original score. Shouldn’t a freestyle regarding the glory of Sprite garner the performer a Clio instead, you might ask? Perhaps, but the AMP feels that the commercial appeal of these jingles proves their artistic merit and the need for the music industry to award their creators. With artists already treating their music’s appearance in an ad as an accomplishment in press releases, I suppose it’s time for them to start giving themselves trophies for it as well.
While the Grammy campaign is just getting underway and could face a long, hard road to its desired destination, Lyle Greenfield, recently elected AMP’s national board president, thinks the timing of such a lobbying effort is ideal in that commercial music is becoming more widely regarded as mainstream entertainment–so much so that major recording artists are embracing the ad discipline, and original music that strikes a responsive chord with audiences is regularly making spots standard fare on YouTube.
Songs For Soap notes that “Better Than I’ve Ever Been,” by KRS-One, Kanye West and Nas, was nominated for a Grammy despite being written for an advertisement, so an Best Original Song In An Advertisement award might be superfluous. My problem is that the proposed cateogry will ignore the efforts of artists who take one of their popular numbers and adapt them to fit a product.
Why should this be up for a Grammy…
and not this?