January 23, 2018
Around the world, the brightest stars and millions of fans are getting ready for the 60th annual GRAMMY Awards. It’s a time when music lovers delight in watching their favorite artists give new and often unexpected performances that reach across genres. Target has been behind several of those memorable music moments over the years, including a remake of a classic anthem, a live music video, and a surprise commercial break performance. And this year’s no exception: Target will once again be serving up GRAMMY night excitement with #MoreMusic that’ll have you glued to your screen (and singing along)!
Two seemingly disparate music genres—country and electronic dance—come together as we introduce a TV spot with a show-stopping performance from Zedd, Maren Morris and Grey, featuring their hot new track, “The Middle.”
What’s behind this big moment? We sat down with Rick Gomez, executive vice president and chief marketing officer, Target, for his take.
Target’s known for creating memorable GRAMMY moments. Why show up in that space?
Music is—and always has been—an important part of Target’s DNA. It serves as a powerful way to connect with our guests, and over the years we’ve found ways to bring them more music and access to their favorite artists. This year, we wanted to mark the GRAMMYs’ 60th anniversary by celebrating something really special: a one-of-a-kind mashup that brings together two different genres through a song that many musical fans are already playing on repeat.
What was it about this song that made it a fit for Target?
We liked the fact that this song brings together incredibly talented artists, blending their genres to create a sound that fans of all types of music will love. Also, “The Middle,” which is the name of the song, is exactly where you land when you hit the center of the Target bullseye. We’ve had a lot of fun playing with that idea—the middle of the Target bullseye—as we’ve been working on the creative that will help bring this effort to life. I’m also excited that actual Target team members will be included in the spot on GRAMMY night, which is a fun new element we’ve added to the concept for this year.
Photos by Nick Walker
Can you tell us more about the artists behind this track?
We have a long history of partnering with world-class music artists, and we’re thrilled to be working with Zedd, Maren and Grey to bring this project to life. Zedd and Maren are both GRAMMY winners and are, not surprisingly, nominated again this year, which adds even more excitement to the new song they just released. We partnered with Maren for the first time in 2016 to offer three exclusive tracks on her critically acclaimed album, “Hero,” and we’re excited to work with Zedd and Grey for the first time.
Why unveil the spot at the GRAMMYs?
The GRAMMYs are an exciting night for fans and an important spotlight for artists and brands, so we wanted to bring this team together to provide more music in a way that only Target can. The spot fans will see on GRAMMY night was directed by legendary music video and commercial director Dave Meyers, who’s known for his collaborations with Justin Timberlake, Kendrick Lamar, Dave Matthews Band, Missy Elliot, Britney Spears and more. But this will be more than just a moment in time. I’m excited that the spot will live on after GRAMMY night as the official music video for the song and as the soundtrack to the Target Style spring campaign, which kicks off Feb. 4.
Tune in to the GRAMMY Awards live broadcast Jan. 28 at 7:30 p.m. ET on CBS to see the spot premiere, then check back here for a behind-the-scenes look at how it all came together.
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