Direct marketing of music

Marketers have admired the marketing behind the Grammys. The goal to have an engaged follower or an engaged conversation through the customer experience is valuable to many different types of experience. Traditional advertising builds the brand direct marketing tools and content creates the engaged follower. What direct marketing tools are used by the Grammys? How can other businesses use the engaged follower concept? Why is the engaged follower concept so vital in the generation of revenue? (Instead of the number of followers etc.) How are marketing partners different from regular mass advertisers? How can marketing partners be used as a direct marketing tool?