ACADEMY ROLLS CREDITS CAMPAIGN

The Recording Academy is starting a social-media initiative to give props to the folks whose names are usually only found in the liner notes: producers, engineers, songwriters, mixers and instrumentalists.

The Academy will launch Behind the Record on Friday with an invitation to artists to acknowledge their collaborators’ behind-the-scenes work. They’ve released a campaign video.

"It's our responsibility, as a service organization, to serve our membership community of creative professionals and to ensure we celebrate and recognize all the incredibly talented musicians and creators who are making the music we love," said Recording Academy President/CEO Deborah Dugan. "Credits have been a casualty of the digital age; for all that we gained with streaming we lost in the opportunity for recognition and even discovery. Behind the Record champions all professional music creators and aims to connect with artist fan bases in order to give recognition to those who work tirelessly on these recordings."

The Academy is encouraging artists to create custom Behind the Record Credit Covers, post Credit Covers on social media and join the Recording Academy and Behind the Record to help promote and share recognition for all creators.​

Artists can create Credit Covers for a single or album, and all covers will live in an online gallery.

If you're interested in creating a limited-edition sleeve, please contact [email protected].