It’s called “Music’s Biggest Night,” for a reason. For one night every year some of the world’s greatest artists gather for an extraordinary celebration of music’s past, present and future. And this year, behind the glitz and glamour of the 60th Annual GRAMMY Awards show at New York’s Madison Square Garden, IBM Watson is working to make the experience come alive for fans around the world.


The Recording Academy™ and IBM are working together to integrate Watson’s artificial intelligence into the red-carpet experience at the show. During the five-hour celebrity procession, Watson Media will analyze and categorize hours of video and close to 125,000 photographs, tagging them using facial recognition, facial emotion, position and color dominance. And for the music itself, it will analyze the emotional tone of GRAMMY-nominated song lyrics over the decades, creating a unique data visualization for fans on

To see Watson’s analyses for yourself, check out

Watson at Work

The Watson solutions, designed and developed by IBM iX, are integrated into the Recording Academy’s existing production workflow, making the content management system more efficient, and allowing the team to create unique fan experiences.

Get a deeper look into the technical detail and diagrams of the Watson solutions at IBM developerWorks.

These capabilities have applications that range across industries. It is the same technology we use to help corporate marketing departments understand which content works and why. And the visual recognition and photo tagging are the same technologies we use to help manufacturers spot defects on a production line.

—Noah Syken, Vice President of Sports and Entertainment Partnerships, IBM

An AI-Powered Fan Experience

IBM iX designs, develops and delivers AI-powered fan experiences for many global sporting events and venues, including The Masters, Wimbledon, US Open and Mercedes-Benz Stadium. But it’s not all fun and games; the technology that enhances the fan experiences at these events can also can help your business outperform the competition and connect with your customers.

Watson Media

Watson Media is an advanced portfolio of AI services for media content. These commercially available cloud-based offerings can analyze images, language, sentiment and tone to provide a deeper understanding of visual content in the media workflow. 

Build with Watson

Watson on the IBM Cloud allows you to integrate the world's most powerful AI into your application and store, train and manage your data in the most secure cloud.


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