GRAMMY Pro Blog – Music: Ground Up Is The Way Up by CEO Jennie Smythe

In the traditional marketing world, “grassroots” is now a term, but for music … it was a movement.  Before it became a buzzword synonymous with large budget campaigns (oh, the irony!), it was born of necessity to connect with the people without filters or gatekeepers.  Music has always been at the forefront of this movement and even as the landscape changes, music’s ability to plant seeds and grow from the ground up is what makes the industry so unique.

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