“We Are Golden.”
The AAPI community is on a journey – whether it's a physical one as immigrants to the U.S. from their native homeland, or an internal odyssey of navigating the ups and downs as a marginalized group, the map is never clear, but the destination is: we will not be placed in a box and labeled. If the GRAMMY Award is a physical manifestation of musical milestones, hardships, recognition, and miles of stories and truths, then the AAPI community is the gold itself.
Like gold, we are malleable. Not because we can be forced into a mold, but because we can adapt around the mold. And gold is malleable under pressure. Amid adversity, assimilation, and negative rhetoric impacting the people, the AAPI community rises above and radiates like gold. It is imperative that we are recognized for our contributions to music and culture. It is key to be the representation we never had growing up, to inspire the next generation of cultural tastemakers, and GRAMMY Gold winners.
We are resilient, we are courageous, WE ARE GOLDEN.
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Campaign Highlights:
During the content shoot, talent questions were placed inside the "infamous” cookie tin as a nod to the culture, serving as a “if you know you know” moment for the community.
Collaborating with the Filipino media group, ONE DOWN, to produce a music-focused docu-series that dives into the Filipino-American contribution to music and its place in mainstream media.
Worked alongside the Recording Academy’s DEI team and the D.R.E.A.M. Network’s ‘Gold Music Alliance’ to spotlight the Academy’s ongoing initiatives to champion the AAPI community and beyond.
Producing a robust campaign that the AAPI community resonated with, seeing themselves in the talent we featured and the undeniable truths of their unique story as Asian-Americans, Native Hawaiians, and Pacific Islanders.
“Celebrando Nuestra Armonía”
In a collective effort to uplift, amplify, and celebrate the various communities that make up the music industry, the Recording Academy has continuously strived to spotlight them—both on the GRAMMY stage and beyond. To continue this commitment, Hispanic Heritage Month at the Recording Academy will focus on elevating professionals and artists who have propelled the community’s visibility and continue to push doors open while leaving them open to ensure generations after them continue to progress and uplift not only themselves, but the community that shaped them.
Campaign co-lead with Jarleen Pedroza
