At the 2017 GRAMMY Awards when the spotlight was on music's biggest stars, we turned the focus to those who truly matter...the fans.

The Masterpass #ThankTheFans program rewarded music fans with amazing prizes for only $1 every time an artist took the stage to accept an award. Bonus prizes were unlocked when an artist actually did thank their fans.

The result? Over 100,000 fans rushed to the site to claim prizes, and well, it crashed :/


Agency: McCann New York