Fans have always been the driving force of music. With this in mind, TBWA\Chiat\Day in LA created a website for the 52nd Annual GRAMMY Awards that featured portraits of GRAMMY-nominated artists composed entirely of real-time, fan generated YouTube, Twitter and Flickr postings. The content was continuously gathered and refreshed on the site to create a constantly evolving portrait of each artist. Visitors could also create their own portrait from posts around their favorite artists using a unique tool called the Fanbuzz Visualizer, a first-of-its-kind data visualization tool that acts as a barometer of fandom on the web in real-time. Supported by TV, digital, print and out-of-home advertising, the GRAMMY’s was widely congratulated for being ahead of the curve in the Social Media space. Not bad considering the awards were once referred to by many as “The Granny’s.”