When the Recording Academy and CBS recently announced a five-year extension of their deal for the Grammys, they obliquely referred to creating “various potential new live music and music-driven content properties.”
The idea is to establish the Recording Academy as more than just the org that oversees the Grammys — and give the Grammys a much-needed ratings boost.
While the Grammy brand has pretty much been limited to annual Grammy nominee compilation CDs — the Academy and CBS could create programming that would lead in to the February kudofest. Options include clip shows and maybe even performance specials.
Pact will take the Acad through its 50th-anni year — 2007 — and the 50th Grammys in 2008. The org is considering CDs, DVDs and a coffee-table book for the anni.
Academy prexy Neil Portnow has created an asset management teams and is holding discussions with board members, trustees and others on how to best proceed with golden-anniversary projects.