My heart is so full for the first time 2018 GRAMMY nominees, especially those who I have had my eye on for a while! There is so much more to music than the final package and for artists who risked it all for the dream, the recognition of their influence on a prestigious stage is beyond triumphant. Artistry is often underrated and thanks to platforms like Genius, artists, directors, and producers alike have a space to share the meaning and knowledge behind the music.

If you pay attention to my music diary/blog you’ll notice a large portion of the digital content I share in my gallery is produced by Genius (formerly, Rap Genius). Although they are more widely known for their collaborative music-lyrics annotation platform, their digital content sector has seen exponential growth since 2016. In fact, I am sure you have noticed other publishers (Complex, Revolt, Vice, All Def Digital, etc.) rapidly increasing their video presence with provoking, witty, and organic series online as well. With traditional radio and TV slowly phasing out, the consumption of media is shifting to the digital space on platforms like YouTube, Spotify, Netflix, Hulu, etc. due to convenience and the fact that the data spawned from engagement on these platforms is powerful for advertisers looking to reach audiences with the highest propensity to consume their brand. Revenue for Genius, in particular, is driven by brand partnerships that feature custom video, events, or sponsorship of an existing [video] series or event. Adidas, Atari, and Nike are some of their clients to name a few.

I personally love Genius' content because it is challenging the landscape of music in digital media to be more educational and insightful about the creative process by focusing on the meaning and knowledge behind the music. So much of what we see in entertainment is the end result, the glitz and glamour, the final presentation, or the controversial publicity. But rarely do we see compelling content dedicated to highlighting the creative nuances, trends, and behavior generated from music & popular culture. Social media has granted us exposure to our favorite entertainers on a personal level and natural curiosity forms. We see pics of Nicki BTS on the set of her new video, snaps of Metro in the studio with Thug, and a video of SZA teasing us with unreleased lyrics for Love Galore but we never know what conversations are going on in those rooms or the little anecdotes that led to the creative inspirations. If you've ever wanted a cure for that curiosity then you need to pay attention to Genius' YouTube series. As of October, their channel reached 1.7 million subscribers and 30.8 million video views according to Tubular Labs.

“A lot of stuff we’re doing from a video perspective is striving to be a companion to the music you’re listening to. Right after you listen to a song, we can help you go deeper”

— Brendan Frederick, Director of Content @ Genius

Genius' series "Deconstructed" is my favorite of theirs because the producer walks viewers through each step of the beat making process. Every piece of software, every sound manipulation, every instrument, every edit, every element, every single layer of the song. For someone like me who has always been curious about that side of music my mind is blown every time, but for those who have not been exposed to the machinery behind sound then you will be pleasantly enlightened and gain a broader appreciation for the music you hear day to day.

I am not going to explain all of the series here because this is supposed to be about how I feel but trust me. I learned something new after every video whether it was "Verified", lyrics annotation by the artist, or "Genius News", their version of what you should know about the meaning behind the music. In 2018 Genius will be shifting even more of their focus to the video side of their brand by expanding their team internally and producing more shows and venturing into creating and selling longer-form content for streaming services and TV. The Chief Strategy Officer, Ben Gross, stated “We’re building video franchises; we have not been in the business of creating a bunch of random videos that catch on and get a ton of views. We’re building franchise shows that people associate with us and come back to us to watch. That’s why there has been inbound interest [from content buyers], but also internally, about how we can move that effort forward and bring Genius to more platforms — especially with longer-form content.”

It seems as if the bulk of Genius' mission stems from the insight that if someone is interested enough to search for or annotate the lyrics of a song then they will probably be enlightened by inspiration behind the song or the artists behind the music. Growing up, the TV was the premiere stage for so many of our favorite artists but, with limitations in programming, we only got to see the final package. Technology has broken down that barrier and now we have an endless archive of content that can be as abstract as we want. I love Genius’ mission and I want more people to explore their content because you can't tell what goes on behind the scenes from simply listening. Music demands more skill and creative intellect than you can imagine. I guess I am saying this because it is exactly what I ended up realizing and the main reason I am so passionate about inspiring others to use their ear more critically.