Not many people have an opportunity to see the behind-the-scenes, backstage life of great music stars, and in fact this life is full of difficulties, hard work, search for inspiring and more. The new TBWA\Chiat\Day’s campaign #TheWorldIsListening for the Recording Academy’s 2013 GRAMMY Awards telecast revolves around the quiet moments of self-reflection of the megastars and emerging performers, their work beyond the stage.

The campaign features both longer spots (the 30’ one starring Rihanna, who is thinking about the challenges before she appears on the stage and performs big) and shot videos of 12’ and 10’, centering upon brief glimpses into the days of artists including like Moon Duo, Simian Mobile Disco, Dengue Fever and Jonathan Wilson. The short spots showcase the moments of getting gear into a car (when it’s raining heavily), jamming, performing, and writing new music pieces. Unlike the previous GRAMMY Awards promotion, which was somewhat glamorous, authenticity and musicianship are the driving forces behind the new campaign.

“Having run out of things to do in the star-focused realm—I say that half jokingly—we starting thinking what if we just focused on the music and stripped out the fame thing. Not to say we wouldn’t use stars or famous artists, but if we did we’d strip the fame away and focus on their music, to capture a really magical off-the-cuff moment without the all the trappings of stardom. In doing so I think you really isolated the music,” Patrick Condo, the creative director at TBWA, commented to Fast Company. The agency has been developing GRAMMY Awards campaigns for over six years. The 2012 GRAMMY Awards telecast became the most social TV event in history, and this year’s show is designed to continue that success.

The GRAMMY Amplifier project, launched as part of the #TheWorldIsListening, provides emerging artists a once-in-a-lifetime opportunity to become popular. “Every legend starts somewhere. GRAMMY Amplifier gives you a chance to get your music in front of some of music’s biggest icons,” says the page. Visitors to the hub along with Amplifier curators including RZA, Kelly Clarkson, Ozzy Osborne, and Linkin Park are invited to listen to and share the tracks on social media channels.