MUSE Platinum

United States

2021

Logitech Song Breaker Awards

Entrant Company

Logitech

Category

Event

Client's Name

Logitech

Sub-Category

Celebration Event

Ahead of the 63rd GRAMMY Awards this year, Logitech reimagined the award show experience by celebrating top creators who changed the face of music with the first-ever Logitech Song Breaker Awards. Featured by Forbes and Billboard, The Song Breaker Awards is a program to identify the most groundbreaking examples of the creator community shaping pop culture and impacting the sound of music. The #SongBreakerAwards garnered 16.6 million views with a total of 554K unique viewers of the awards show.

Streamed on TikTok from @logitech, Latinx TikTok Trailblazer @siennamae, and social media triple threat @larrayeeee, the brand honored 14 creators who collectively inspire and influence more than 241 million people globally. The awards consisted of “Originators,” creators of trends, dances and challenges, and “Amplifiers,” popular creators who are responsible for amplifying the challenges to their audiences.

The show also spotlighted Curtis Waters and Surf Mesa, two emerging artists whose music broke big because of its popularity on TikTok, and Tia Bee Stokes who received the Breakthrough Award for sharing her inspirational journey of dancing through her fight with cancer. Lil Nas X also surprised rapper and songwriter, 24kGoldn, with the Song Breaker of the Year award following a performance of 24KGoldn’s newly released single “3, 2, 1” and smash hit “Mood.”

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