THEY'RE NOT PLAYING: MAJORS CIRCLING GRACIE'S CORNER

Gracie's Corner, the animated sing-along series that launched on YouTube in 2020, has become a phenomenon. Created by the father-daughter duo of Jay and Graceyn Hollingsworth, it reflects a creative response to the lack of diversity in children's content—particularly on YouTube, where characters of color have been few and far between.

Blending reggae, hip-hop and afrobeats, among other genres, into singable songs for kids, Gracie's Corner has attracted a sizable audience; now, it is vying for a Best Children's Album Grammy with Gracie's Corner: Kids Hits Vol. 4 & 5, released via the creators' own Gracie's Corner label and distribbed by Distrokid. UTA reps the project for all areas. Jonathan Shank-led Terrapin Station Entertainment is working the franchise's tour and generally spreading the word.

Children's music in general is performing very strongly on DSPs. And given the 2.5m YouTube subscribers, 1.5b YT views and 1.7b TikTok views the property has cultivated—not to mention guest appearances by the likes of Snoop Dogg and Big Freedia—it's not surprising that several major labels are circling Gracie's Corner. Rumors that the winner will be decided via jump-rope competition couldn't be confirmed at press time.