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Audiences today expect transparency and authenticity from brands, organizations and public figures. The recent events involving The Weeknd and the Recording Academy at the Grammys put this expectation in the spotlight.

The controversy started when The Weeknd, a globally recognized artist, publicly criticized The Grammy Awards after his album After Hours was snubbed in the 2021 nominations. He accused the Grammys of being “corrupt” and called for greater transparency in their selection process.

In response, Recording Academy CEO Harvey Mason Jr. addressed the backlash head-on during the Grammys on February 2. He acknowledged the criticism, reaffirmed the Academy’s commitment to fairness and outlined ongoing efforts to improve the nomination process. Then, in a strategic PR move, Mason surprised audiences by saying, “I never thought I would say this,” before introducing The Weeknd as the next performer. This marked The Weeknd’s return to the Grammy stage after previously boycotting the event — a full-circle moment.

This exchange wasn’t just about one artist and an awards show. It underscored how public figures can push for industry-wide change. The Weeknd’s stance forced a larger conversation about transparency in award nominations, leading to real changes within the Academy. It also set a precedent for other artists to speak out.

That was evident last night when Chappell Roan, during her Grammy acceptance speech, called out record labels for failing to provide livable wages and health insurance to developing artists. She didn’t hold back: “Labels, we got you, but do you got us?” The audience — fellow musicians who understand the struggle — responded with a standing ovation.

Consumers today aren’t passive. They expect accountability. The Weeknd’s public criticism and the Academy’s response show how transparency builds trust. When organizations acknowledge issues and take actions, they don’t just protect their reputation — they strengthen their connection with their audience.