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Advertising campaigns for the Grammy Awards are underway, and perhaps the most dynamic effort has come from Macklemore and Ryan Lewis.
In an ad for music's biggest night, the fierce duo was seen performing on a bus in New York City. The performers board a bus headed northbound to the Bronx. They begin to play “Can’t Hold Us” on a boom box, sing and dance in the aisles, and finally, lead the skeptical passengers to cheer for them.
The ad is part of the Grammy’s “Music Unleashes Us” multiplatform ad campaign. The new campaign seeks to find people’s natural and visceral reaction to music. Evan Greene, chief marketing officer of The Recording Academy, told The Hollywood Reporter, "In previous years, our campaigns have focused either on the fans or the artists. This year's campaign highlights the common bond between fans and artists -- our visceral connection with music."
Macklemore and Ryan Lewis had a stunning year. The Heist is nominated for album of the year, according to Variety. The Grammy Awards will take place on Jan. 26 at the Staples Center in Los Angeles.