SOURCE: Mass Relevance

October 08, 2013 09:00 ET

The Latin Recording Academy® Partners With Mass Relevance to Increase Viewership Through Real-Time Social Experiences

AUSTIN, TX--(Marketwired - Oct 8, 2013) - Mass Relevance, the technology leader in enabling social experiences, today announced that The Latin Recording Academy® launched the #LatinGRAMMY Social Media Hub on the Mass Relevance platform. Through Mass Relevance, The Latin Recording Academy -- known internationally as the Latin GRAMMY Awards® -- is offering audiences an engaging, interactive online destination that integrates real-time, brand-relevant social content from Twitter, Instagram and Facebook. The experience on -- which drives participation and encourages visitors to join in the conversation -- features a social media hub that aggregates the most engaging social content from a variety of networks to create an interactive experience for visitors. The hub will allow users to share social content directly from the Latin GRAMMYs website, amplifying the #LatinGRAMMY hashtag across channels.

"We are thrilled to partner with a cutting edge company like Mass Relevance to bring social conversations to the center of the Latin GRAMMY website. The #LatinGRAMMY Social Media Hub leverages the power of real-time social content to create a compelling online destination that will amplify conversations related to the event," said Gabriel Abaroa Jr., President/CEO of The Latin Recording Academy. "With the Social Media Hub, we will be able to drive anticipation and excitement leading up to the live show in November, ultimately increasing viewership of the telecast."

Behind the scenes, Mass Relevance's social experience platform discovers, filters and displays the real-time conversations that drive the Social Media Hub.

"Through Mass Relevance, The Latin Recording Academy is able to integrate the most relevant and compelling social content from multiple sources into a single destination for consumers," said Sam Decker, Co-Founder and CEO of Mass Relevance. "The Social Media Hub goes beyond simple streams to create dynamic visualizations that encourage participation and engagement -- and brings the Latin GRAMMY brand to life in a new way. We're very excited to work with The Latin Recording Academy on this campaign as part of an ongoing partnership to drive social experiences that engage viewers."

The Mass Relevance platform helps brands, media and agencies get more from their social media efforts by building social experiences into their marketing strategy. Through Mass Relevance, brands and media companies such as Patagonia, Nike, MTV, The Oscars, GE, and NBC can spark and guide consumer conversation by leveraging social conversations curated from sources such as Facebook, Twitter, Instagram, GetGlue, Google+ and YouTube.

Experiences created on the Mass Relevance platform are:

  • Safe: Brands can easily inspire consumers to generate and share relevant word of mouth from multiple mediums within a single, controlled experience that can be displayed across any digital endpoint.
  • Relevant: Real-time, social content is updated based on automated rules or hand moderation to create a continuously fresh user-experience.
  • Sharable: Both editorial brand content and user-generated content can be shared socially. Visualizations built into the experience facilitate content generation, enabling people to Tweet, post, or comment through the social platform of choice without leaving branded site.

About Mass Relevance

Based in Austin, Texas, Mass Relevance helps brands, media and agencies get more from their social media efforts by building social experiences into their marketing strategy. More than 300 major brands, sports teams, publishers and broadcasters trust the Mass Relevance SaaS platform to create real-time consumer engagement by aggregating, filtering, and re-displaying content from any social network to any digital property. Mass Relevance was the first Twitter certified partner licensed to re-syndicate content for television, and currently also integrates content from Facebook, Instagram, GetGlue, Google+ and YouTube. In the past two and a half years, Mass Relevance has delivered more than 30 billion pieces of social content to multiple digital surfaces to support iconic events like the Super Bowl and Academy Awards, launches such as The Avengers and Madonna MDNA, and television phenoms American Idol, X-Factor, 80 Plates and The Voice. Mass Relevance has also partnered with world-class brands such as Pepsi, Campbell's, GE, Target, Walgreens and Microsoft.

The company is privately held with venture capital funding. For more information, please visit the company's website at, or view the following videos: Mass Relevance overview [] // Brand overview [] // Media overview [] // Product Studio: [].

The Latin Recording Academy is an international, membership-based organization comprised of Spanish- and Portuguese-speaking recording artists, musicians, songwriters, producers and other creative and technical recording professionals. The organization is dedicated to improving the quality of life and cultural condition for Latin music and its makers. In addition to producing the Latin GRAMMY Awards to honor excellence in the recorded arts and sciences, The Latin Recording Academy provides educational and outreach programs for the Latin music community. For more information about The Latin Recording Academy, please visit For breaking news and exclusive content, follow @LatinGRAMMYs on Twitter, like "Latin GRAMMYs" on Facebook, and join the Latin GRAMMYs' social communities on Foursquare, Google+, Instagram, Pinterest, Tumblr, and YouTube.