What It Really Takes to Win a GRAMMY® — Beyond the Music
- THE SOIRÉE
- May 19
- 3 min read
Every year, over 20,000 submissions pour into the Recording Academy. That’s the first reminder: you're not just competing with quality — you're competing with quantity. And yet, every year, artists with smaller followings, fewer streams, or no mainstream visibility still walk away with nominations... and sometimes, the golden gramophone itself.
So what’s really going on? And what does it actually take to win a GRAMMY®?
You Don’t Need Millions of Streams — You Need Strategy
When a globally recognized artist like The Weeknd got famously snubbed, and a lesser-known indie artist gets the nod, both things can actually happen and it proves one thing: the GRAMMYs® aren't a popularity contest. At least not in the way the public might think.
Voting members — made up of artists, engineers, producers, and music creators — are supposed to vote based on music, not metrics. Indie artists do have a shot, especially in genre-specific or craft-based categories. A nomination alone can redefine a career.
Who Gets to Submit — and Who Can Promote
You must be a GRAMMY® voting member to submit a project — or have someone who is submitting it on your behalf. And as of recent rule changes, voting members can no longer promote other members’ work unless they’re directly involved in it. That’s where FYC marketing companies like The Soirée come in. They specialize in compliant, respectful outreach that aligns with Academy rules — helping artists get in front of voters without risking disqualification.
It’s Not Just About the Artist
Who Actually Gets the GRAMMY® — It’s Not Always Just the Artist
It surprises a lot of people to learn that not everyone involved in a project wins a GRAMMY® — even when it wins. Here's how it breaks down:
For album categories, only the artist, producer, and mixer/engineer are eligible — if they contributed to more than 50% of the album.
Mastering engineers are not typically awarded.
Executive producers, managers, or others not involved in the core music creation process generally do not receive the award.
That’s why some artists now recruit producers and mixers with strong GRAMMY® reputations — not only to elevate the project, but because those individuals become eligible to promote the project themselves.
Under current Academy rules, voting members are no longer allowed to promote other voting members' projects unless they're directly involved. This makes your team structure — and outreach strategy — more important than ever.
That’s where dedicated publicists and GRAMMY®-compliant FYC teams like The Soirée come in. Publicists are allowed to promote the campaign on your behalf, making sure your message reaches the right voters without violating Academy rules.
Why Campaigning Quietly (and Early) Works
Most voting members start making notes before the official ballot even drops. That’s why a soft outreach — a respectful message, a preview of the project, or a listening link sent early — can go much further than a flurry of emails the week the ballots is live.
When those ballots do arrive, voters are now only allowed to vote in the General Field made of the main major 6 categories plus up to 10 categories of their choosing within across a maximum of three genre fields.
That means your outreach should maybe go beyond your genre — because you never know who might choose (even for the first time maybe) to vote in your category.
Respect the Rules — and the People
You cannot ask for votes. You cannot trade votes. You cannot send gifts or offer anything of value.
But you can introduce your work in a way that builds curiosity and credibility.
FYC Companies like The Soirée have built trust with GRAMMY® voters over years by respecting those boundaries.
Campaigning does go into the GRAMMYs®. Just ask former Interscope SVP of A&R Nick Groff, who helped sign artists like Billie Eilish and Jacob Collier. Watch him talk about it here.
Final Thought
Yes. Your work has to resonate with voters and be of quality. But winning a GRAMMY® isn’t just about musical excellence — it’s also about smart positioning, respectful communication, and understanding how the ecosystem really works. Wonder why even the biggest stars do FYC campaigns ?
If you’re serious about the journey, don’t chase hype. Chase trust. And start with a plan. Disclaimer: GRAMMY® is a registered trademark of the Recording Academy. FYC Insider is not affiliated with or endorsed by the Recording Academy.