The Grammys have created a new site that traces the connections - both obvious and wonderfully obscure - between the 19,000 artists and individuals that have been nominated for or won a Grammy over the years.
Created by Havas, GRAMMYconnect leverages IBM Watson's artificial intelligence to comb the web, along with artist information from Muzooka and Grammy.com. When it went live, Watson Discovery identified more than 20 million connections between artists, industry professionals, and other celebrities.
Fans can navigate by genre, award category or by clicking on the image of an artist to see who they’re connected to. Perhaps they studied at the same music academy. Or got their start on “The X-Factor.” Or maybe they are both Best New Artist nominees from Albania, like Dua Lipa and Bebe Rexha.
"This partnership is about empowering discovery and identifying connections - connections between those who create music, as well as those of us who love music,” says Evan Greene, Chief Marketing Officer of the Recording Academy.
Muzooka, which helps artists and their teams manage their media assets across multiple platforms from a central hub, has been gathering momentum in recent months thanks to a number of new partnerships.