IBM Grammy connect AI Design
Brand
experience design
“What if all of your favorite artists were connected somehow? How would we visualize that?”
Client: IBM & The GRAMMYs
Project Type: AI-Powered Digital Experience using Machine Learning
Project Length: 4 months (Concept to Completion)
Role: Creative Director
Project Overview:
GRAMMY Connect was a machine learning–driven web experience designed to reveal hidden connections between artists, genres, and collaborators—transforming how music fans engage with the GRAMMYs. Built as a second-screen companion during the live telecast, the project was a collaboration between IBM and the GRAMMYs, blending cutting-edge tech with cultural storytelling.
Responsibilities:
Directed the creative execution across design and brand
Worked hands-on to design core components of the experience
Partnered with the tech team to define features and interactions powered by machine learning
Managed day-to-day design team output and provided ongoing client support
Acted as a strategic partner, helping solve creative and technical challenges in real time
problem
The Grammys had good ratings, but they wanted more digital engagement with music fans before and during the telecast. Simultaneously, our regular client IBM wanted to pursue a partnership with the Gammys. How can we get fans to engage with the brand through an IBM-powered technology solution? It was my team’s job to sell the Grammys on an experience that was provided by IBM’s AI capabilities.
solution
What if there actually were six degrees of separation between all of the Grammy-nominated artists? What would that look like? Are they also connected to you? We called this idea The Grammy Verse, an immersive AI-driven experience where fans can explore all the different ways their favorite artists are connected.
