The Grammy Awards just kicked off a new advertising campaign called “Witness Greatness” with the purpose of promoting the show and celebrating “the significance of the GRAMMYs through TV, print, social, and outdoor executions showcasing some of the recording industry’s biggest acts and best”. Part of the campaign is the short film in which Compton residents recite the lyrics to Kendrick Lamar‘s “Alright”.
“Alright” is the four-time nominated track from To Pimp a Butterfly. Towards the end of the video, Lamar himself starts chanting the song and cheering with fellow citizens of Compton. The campaign, which should highlight the best acts in the music industry, has definitely started with one of the most successful artist of the year; indeed, Lamar’s critically and commercially successful album has earned him eleven Grammy nominations.
This is just one less than the record-breaking twelve nominations that Michael Jackson received in 1984, Lamar’s album also earned him the prestigious Album of the Year. You will be able to watch the 58th Grammy Awards Show on February 15 on CBS. In the meantime, check the video for the “Witness Greatness” campaign below.