• by Laurie Sullivan , Staff Writer @lauriesullivan, December 15, 2012

Evan Greene,CMO of The Recording Academy,opened day 3 of the MediaPost Search Insider Summit with a clip from past Grammy's. Social TV has made live TV essential again, he tells us quoting an NBC exec. "When we started talking about social it was a terrifying experience," he said. "But as the most meaningful brand in music we needed to be involved and not just a passive observer." So, he took the project in house. "You can't force engagement."