#kate shama

[nataliescatorccio]

ANTHONY & KATE BRIDGERTON Bridgerton: Season 3

[stlispenard]

🎲 ( for kate xo )

     whether it is all the wine she’s been sipping or how she’s dutifully danced with all of anthony’s brothers - and anthony himself - all evening that has caused her feet to swell, she does not know. when she settles in the carriage all she wants to do is to take off her shoes and toss them through the door. she avoids the latter. anthony is talking beside her and she tries to concentrate, but it only makes her more aware of her growing discomfort. certainly it’s a memorable way to end your wedding day. it feels rather graceless to burst out laughing while your new husband is recounting something, but she barely makes it a minute. 

     “anthony—” she says, biting back her laughter, “you must promise you won’t laugh at me, but i really must get out of these shoes before i lose my mind. i would much rather enjoy this conversation than be perfectly well-mannered.” 

     she will not wait for his permission nor will she have him assume that she’s asking for it. kate gives him a sharp look when he looks like he is about to say something and then lifts her one foot onto his thigh. her laughter quiets down as she realizes the sensual nature of the gesture when anthony’s hands are on her ankles and he undoes the shoe’s laces just enough to pull it off easily. they repeat it in silence and impossibly she feels warmer than before.

     her feet remain in his lap and his hands continuously caress the lower part of her legs, her ankles, her shins. suddenly the drive is very long and her previous pain is replaced by another distraction. she just watches him in silence and laughs only when he undoes the ribbons adorning her stockings endearingly. he looks a little drunk and tired as well, but happy, too, she hopes.   

     when the carriage stops, she is ready to exit without her shoes. she has never minded getting dirty. anthony however guides her arms around his neck and she lets him carry her out as though it is the most conventional thing on earth, “the staff will think we have gone mad,” she suggests, leaning in close by his ear, “but i am sure that is what you want, viscount bridgerton, is it not?” kate lets herself be carried up the stairs and through the entrance and only once they are alone she moves to turn his face to hers: “thank you, husband…” she whispers with her lips practically on his already, “my love.” 

random kiss: 38, kiss while one party is carried / @firstbcrn

[teallinum]

Lady Tilley Arnold theory

spoilers alert I guess

The main point of my theory is: Lady Tilley Arnold was her own "deceased" husband.

I know I know, but listen to me, the Bridgerton's makers do everything on purpose, every little detail of the clothes, environment, decor etc. And I have a bunch of prooves for my theory.

I don't know if that's a trans situation or just her wanting to be in that particular social role, but let's go.

1. Ok, the thing I noticed the first. Her cleavage zone looks unsual for the show. Her dresses look a little bit different than everyone's else. Less showing. And even when the cleavage aloows to show some boobs, that part of the dress often seems to be a little bit empty (which contrasts with the usual Bridgerton "push-up the boobies as much as possible" style a lot). Like the dress looks like a right shape, but her chest looks flat.

2. Her room. It's dark colors. Green, brown. Do you know which rooms have the same color scheme in this show? Men's rooms. Anthony's cabinet, Colin's cabinet, Colin's bedroom, Lord Fetherington's cabinet and bedroom. Only the red curtains look a little bit too bright/a little bit off, like if someone added them without redecorating the whole room to just slightly change the mood.

3. "I was married. He died." she said. Not "My husband died" or "I'm a widow", but this interesting wording. Sounds a little bit odd and smooth to tell the truth not telling the truth. Like old me died, new me is here right now.

4. When Benedict meets her for the 2nd time, she's looking at the statue. Again, most things on this show are intentional and meaningful. And that scene took to long to be just random. She's looking at the statue, that looks like a Venus statue. And Venus is who? Feminity, all the woman things. If she was ment to be "not so feminine lady" that won't be a first thing to choose for her to stare at, u know. Then why is she looking at it? Because she's glad to be who she always felt she is. Just a suggetion. Or maybe it's connected to the Androgyny of Venus in some statues? Idk, I'm not a Greek mythology pro, but that seemed to be an interesting scene to me

5. "Well, then you have misjudged me. I am all for brute strength. In fact, I much prefer it to aimless talking" she says. Which is interesting too. And right after that their dance happens. And it feels to me that there happens a conversation without words between them. While they're dancing, at some point she takes the male role and leads the dance. Benedict looks condused at first, but accepts it and they dance like this. (all the females are to the right, all the males are to the left, except for them) Was it "an action" instead of "the words" to discuss something?

6. The music while they're dancing. I've seen some complains of the showrunners reusing the music from the season 2. People say like that was the family moment etc. etc. But I rewatched that scene from the 2nd season (during the Bridgerton+Shama ball when no one came and they danced with each other) and it was not about the family. It was about the harmony, the harmony with yourself and being whoever you feels right to be without looking at what is and what is not appropriate for the sosciety. Which suits Lady Tilley and Benedict's dance if my theory is correct pretty nicely.

7. During their making out scene in her bed, her chest is covered with the cloth. Bridgerton show is usually not too shy to show nudity and if they need to not show female body, they prefer to use pretty underwear, but not such trick as cloth. Interesting, that in a promo for the 2nd part of season 3 she's in the bed wearing the drak robe. Which is again not too Bridgerton-y or feminine.

8. While in her bed, Benedict is on the righ side of the bed and she is on the left one. I was rewatching the older season and noticed that every time they show the spouses' bed there's the husband who's on the left side of the bed (Violet Bridgerton, Mondrich, Bassets, Kate+Anthony). Why? Because that's originally her part of the bed since you know... my theory.

9. "You're MY solicitor" she says to a solicitor when Benedict visits her. Usually solicitor works with male only. In the Queen Charlotte spin-off show Lady Danbury even says that solicitor would probably refuse to talk to her, so she decided not to sign her name saying "Better he think I'm an impolite man". And you know what? At the same time there's a person who looks at the inheritance documents and search for the frauds. What if he has questions to her "husbans"'s will papers and now her solicitor has to provide her some better papers to convince the inspector. "I shall retern with things in order" he replies. She also asks Benedict if he came to "overcharge her as well", so she either has a lack of money or she has to pay her solicitor an overcharged sum. What if it's the silence fee?

10. Well, and their first interaction with Benedict was "My apologies, I thought you were a... - A man?". And that's her first line ever in the show is. You may say "C'mon, teal, she's just a lady with male interests", BUT! the only scene that points at it is this one. She's pretty feminine all the other times and everyone of the ton talks to her like she's a lady. No shade. No judjment (like when they speak about Eloise during previous seasons or Anthony joking on Kate being able to shoot). If that was the point there would be more than one moment/line pointing at that.

I hope you enjoyed my little theory. Anyway, the 2nd part of the season is just in a week from now and we'll find out if I'm right or wrong UwU

Thank you for your attention~

[apenitentialprayer]

Life After Slavery: Returning Home

Even when freed, it would have been almost impossible for most sub-Saharan former slaves to return to their country of origin. Exceptions to this rule are provided by some of those taken on the first voyages by the Portuguese, who trained them as translators in Lisbon and took them back on subsequent voyages to act as interpreters for them, and some of those taken on the first English voyages, who stayed a period of time in England, probably to learn English, and then were taken back. Five Africans from Shama on the coast of what is now Ghana were taken to London in 1554-55. They were returned in 1556, and were greeted with much joy, especially by the wife of the brother of one of them, and by the aunt of the same person. Returning home was, however, a possibility for North Africans, especially from Spain, which was very close to North Africa; one study identified 330 freed moors who emigrated back from Valencia in Spain to Islamic territory between 1470 and 1516, paying an exit tax in order to leave. There is also the famous case of the Muslim travel writer al-Ḥasan ibn Aḥmad ibn Muḥammad al-Wazzān, known as Leo Africanus in Europe, who was captured, enslaved, and converted to Christianity under Pope Leo X in the second decade of the sixteenth century. As soon as the opportunity arose*, he returned to North Africa after years in Europe.

- Kate Lowe ("The Lives of African Slaves and People of African Descent in Renaissance Europe," from Revealing the African Presence in Renaissance Europe)

*This is actually not true; as Natalie Davis notes in Trickster Travels, Leo Africanus had a few opportunities to leave Rome and opted to stay anyway. He seems to have left in 1527, after the Sacking of Rome had destroyed his social network. Among the reasons he might have stayed longer than he had to could have been the fact that in 1524 a Muslim convert to Christianity who had served the Portuguese was burned alive under orders of the sultan of his home of Morocco.

[bridgertonland]

Request by @lettersiarrange

[fifty5hades]

[apinchofm]

New Fic!

The Pound

Benedict accidentally befriends his brother's ex girlfriend and finds the love of his life.

[trashmouthowen]

Heyheyyy,

for the writers ask: "Tell us about your current project(s)  – what’s it about, how’s progress, what do you love most about it?"

Really curious to know what you're working on! <3

I am currently writing chapter 3 of Teach Me A Lesson, my Kathony Teacher AU, it should be posted tomorrow. It's a late update, just been hella busy so I'm sorry for the wait. Anthony and Kate are both teachers, it's essentially a rom-com, stuff will develop in the third chapter. What I love most about it is...simply Kathony. I really love writing about those dumb sluts, their banter and energy is gold. You can pretty much write them in any scenario 😂 Thank you so much for the ask Simms! ❤️🧡💛💚💙💜

[shitedits]

[arty-e]

Cards Oc Playlist:

Alvis:

Castle on the Hill - Ed Sheeran Changes - David Bowie Keep You Safe - The Crane Wives Naive - The Kooks Ain’t it Fun - Paramore What You Know - Two Door Cinema Club Toy Soldiers - Marianas Trench 1234 - Feist Bloodstream - Ed Sheeran Donut Hole - Hachi Don’t Know Why - Norah Jones I See You, You See Me - The Magic Numbers arrow - half•alive Wine Red - The Hush Sound Death of a Bachelor - Panic! At the Disco People Used to Dream About the Future - A Girl Called Eddy Where is the Love? - Black Eyed Peas Kill Em With iIndness - Selena Gomez Little Wonders - Rob Thomas American Dream - Miami Horro I Was Here - Beyonce

Mahira:

Heart Attack - Demi Lovato One Woman Army - Porcelain Black I’ll Make a Man Out of You - Mulan Brick by Boring Brick - Paramore Don’t Let Me Get Me - P!nk Just a Girl - No Doubt I am the Fire - Halestorm The Phoenix - Fall Out Boy Warriors - Imagine Dragons Girl in the Mirror - Cheryl Cole Human - Rag’n’Bone Man Somewhere Only We Know - Keane Youth - Daughter I Don’t Wanna be Funny Anymore - Lucy Dacus One of the Boys - Katy Perry Satellite - Lena Halo - Beyonce Double Rainbow - Katy Perry Break Free - Ariana Grande Yonjuunana/47 - JubyPhonic cover Never Love an Anchor - The Crane Wives

Adrian:

Daydreamer - Adele Just Around the Riverbend - Pocahontas 7 years - Lukas Graham Get Off My Back - Byran Adams Good Feeling - Flo Rida Raise No Fool - Set it Off Ikanaide (Don’t Go) - Mafumafu It Took Me By Surprise - Maria Mena Viva La Vida - Coldplay The Man Who Can’t Be Moved - The Script King - Years & Years Just One Yesterday - Fall Out Boy Somebody to Love - Queen I’d Do Anything - Simple Plan Unlikely Hero - The Hoosiers Counting Stars - One Republic Golden Skans - Klaxons Back to the Star - Lily Allen The Next Right Thing - Frozen 2 Just one Last Time - David Guetta Save You (Feferi Peixes Fansong) - PhemieC

Mercury:

Cry Baby - Melanie Martinez One Little Slip - Barenaked Ladies My Songs Know What You did in the Dark - Fall Out Boy Bird Song - Florence + the Machine Headfirst Slide into Cooperstown - Fall Out Boy WOZWALD - Niru Kajitsu I Dreamed A Dream - Anne Hathaway (this is my fave version) Maps - Maroon 5 Perfect Illusion - Lady Gaga Just Like a Pill - P!nk Replay - Lady Gaga Hypnotised - Set it Off Volatile Times - IAMX Akaito - Rib That Distant Shore - Steven Universe Breaking the Habit - Linkin Park New Perspective - Panic! At the Disco It’s Alright - Mother Mother I’ll Try - Jonathana Brooke Stronger than You - Estelle Do Better - Say Anything The Call - Regina Spektor

Valerie:

Valerie - Amy Whine House Mouthwash - Kate Nash Drift Away - Steven Universe Naughty - Matilda Pack Up - Eliza Doolittle Cups - Pitch Perfect What the Hell - Avril Lavigne Class Fight - Melanie Martinez Touch the Sky - Brave La La La - Naughty Boy Persephone - Yumi Zouma The Show - Lenka Rather Be - Clean Bandit Lights - Ellie Goulding Are you Satisfied? - Marina and the Diamonds My Friends - Oh Wonder Pretty Lies - The Count of Monte Cristo Something there - Beauty and the Beast Bust your Knee Caps - Pomplamoose He Wasn’t There - Lily Allen Stray Italian Greyhound - Vienna Teng

Masou:

Friend Like Me - Aladdin (Robin Williams) Say Geronimo - Say Hey So Riptide - Vance Joy There’s a Good Reason These Tables Are Numbered Honey, You Just Haven’t Thought of it Yet - Panic! At the Disco Womaniser - Britney Spears Shama - Cheek Cover Happier - Marshmello & Bastille Every Time you go - Ellie Goulding Heartbreak Down - P!nk For Good - Wicked Everything Black - Unlike Pluto Grenade - Bruno Mars In God’s Hands - Nelly Furtado Feel Good Inc. - Gorillaz Here Comes a Thought - Steven Universe Driftwood - Travis Distant fields (Sarishinohara) - Rachie Cover Everybody Wants Somebody - Patrick Stump You Belong With Me - Taylor Swift Here Comes the Sun - The Beatles Love Like You - Steven Universe

Rune:

Papoutai - Stromae Back In School - Mother Mother Out of Sight, Out of Mnd - Tale of Two Cities Diamond Heart - Lady Gaga Therefore, You and Me - Eve Pretty Girl (The Way) - Sugarcult Rats Died - Oktavia Cover A Story Told - Count of Monte Cristo My Time - Bo En MANTRA - Bring Me The Horizon Wolf in Sheep Clothing - Set It Off Shiny - Moana The Dismemberment Song - Blue Kid Stay Frosty Royal Milk Tea - Fall out Boy Earthquake - Labrinth Look What You Made Me Do - Taylor Swift Don’t Mes With Me - Temposhark Skyfall - Adele Mad Hatter - Melanie Martinez bad guy - Billie Eilish

Amethyst:

Beautiful, Dirty, Rich - Lady Gaga S.L.U.T - Bea Miller Stupid Girls - P!nk Fly on the Wall - Miley Cyrus Hot Problems - Cover Run the World (Girls) - Beyonce Dancing Queen - Abba Sparkling Diamonds - Moulin Rouge Hard Out Here - Lily Allen When I Grow Up - Pussycat Dolls Move Over - Spice Girls Grrrls - AViVA Strawberry Shortcake - Melanie Martinez Seventeen - Heathers Crazy Kids - Ke$ha Rich Girl - Gwen Stefani I know those Eyes/This Man is Dead - Count of Monte Cristo Beautiful - Christina Aguilera Princess of China - Coldplay A Little Party Never Killed Nobody - Fergie Like Other Girls - Mulan 2

[bongaboi]

2021 Grammy Awards: The List.

New age

Best New Age Album

More Guitar Stories – Jim "Kimo" West

Songs from the Bardo – Laurie Anderson, Tenzin Choegyal & Jesse Paris Smith

Periphery – Priya Darshini

Form//Less – Superposition

Meditations – Cory Wong & Jon Batiste

Jazz

Best Improvised Jazz Solo

"All Blues" – Chick Corea, soloist

"Guinnevere" – Christian Scott Atunde Adjuah, soloist

"Pachamama" – Regina Carter, soloist

"Tomorrow is the Question" – Julian Lage, soloist

"Celia" – Gerald Clayton, soloist

"Moe Honk" – Joshua Redman, soloist

Best Jazz Vocal Album

Secrets are the Best Stories – Kurt Elling featuring Danilo Pérez

ONA – Thana Alexa

Modern Ancestors – Carmen Lundy

Holy Room: Live at Alte Oper – Somi With Frankfurt Radio Big Band

What's the Hurry – Kenny Washington

Best Jazz Instrumental Album

Trilogy 2 – Chick Corea, Christian McBride & Brian Blade

on the tender spot of every calloused moment – Ambrose Akinmusire

Waiting Game – Terri Lyne Carrington and Social Science

Happening: Live at the Village Vanguard – Gerald Clayton

RoundAgain – Redman Mehldau McBride Blade

Best Large Jazz Ensemble Album

Data Lords – Maria Schneider Orchestra

Dialogues on Race – Gregg August

Monk'estra Plays John Beasley – John Beasley

The Intangible Between – Orrin Evans and The Captain Black Big Band

Songs You Like a Lot – John Hollenbeck with Theo Bleckmann, Kate McGarry, Gary Versace and The Frankfurt Radio Big Band

Best Latin Jazz Album

Four Questions – Arturo O'Farrill & The Afro Latin Jazz Orchestra

Tradiciones – Afro-Peruvian Jazz Orchestra

City of Dreams – Chico Pinheiro

Viento y Tiempo - Live at Blue Note Tokyo – Gonzalo Rubalcaba & Aymée Nuviola

Trane's Delight – Poncho Sanchez

Gospel/contemporary Christian music

Best Gospel Performance/Song

"Movin' On"

Darryl L. Howell, Jonathan Caleb McReynolds, Kortney Jamaal Pollard & Terrell Demetrius Wilson, songwriters (Jonathan McReynolds & Mali Music)

"Wonderful is Your Name"

Melvin Crispell III, songwriter (Melvin Crispell III)

"Release (Live)"

David Frazier, songwriter (Ricky Dillard featuring Tiff Joy)

"Come Together"

Lashawn Daniels, Rodney Jerkins, Lecrae Moore & Jazz Nixon, songwriters (Rodney "Darkchild" Jerkins Presents: The Good News)

"Won't Let Go"

Travis Greene, songwriter (Travis Greene)

Best Contemporary Christian Music Performance/Song

"There Was Jesus"

Casey Beathard, Jonathan Smith & Zach Williams, songwriters (Zach Williams & Dolly Parton)

"The Blessing (Live)"

Chris Brown, Cody Carnes, Kari Jobe Carnes & Steven Furtick, songwriters (Kari Jobe, Cody Carnes & Elevation Worship)

"Sunday Morning"

Denisia Andrews, Jones Terrence Antonio, Saint Bodhi, Brittany Coney, Kirk Franklin, Lasanna Harris, Shama Joseph, Stuart Lowery, Lecrae Moore & Nathanael Saint-Fleur, songwriters (Lecrae featuring Kirk Franklin)

"Holy Water"

Andrew Bergthold, Ed Cash, Franni Cash, Martin Cash & Scott Cash, songwriters (We the Kingdom)

"Famous For (I Believe)"

Chuck Butler, Krissy Nordhoff, Jordan Sapp, Alexis Slifer & Tauren Wells, songwriters (Tauren Wells featuring Jenn Johnson)

Best Gospel Album

Gospel According to PJ – PJ Morton

2econd Wind: ReadY – Anthony Brown & group therAPy

My Tribute – Myron Butler

Choirmaster – Ricky Dillard

Kierra – Kierra Sheard

Best Contemporary Christian Music Album

Jesus Is King – Kanye West

Run to The Father – Cody Carnes

All of My Best Friends – Hillsong Young & Free

Holy Water – We the Kingdom

Citizen of Heaven – Tauren Wells

Best Roots Gospel Album

Celebrating Fisk! (The 150th Anniversary Album) – Fisk Jubilee Singers

Beautiful Day – Mark Bishop

20/20 – The Crabb Family

What Christmas Really Means – The Erwins

Something Beautiful – Ernie Haase & Signature Sound

Latin

Best Latin Pop Album or Urban Album

YHLQMDLG – Bad Bunny

Por Primera Vez – Camilo

Mesa Para Dos – Kany García

Pausa – Ricky Martin

3:33 – Debi Nova

Best Latin Rock or Alternative Album

La Conquista del Espacio – Fito Páez

Aura – Bajofondo

MONSTRUO – Cami

Sobrevolando – Cultura Profética

Miss Colombia – Lido Pimienta

Best Regional Mexican Music Album (Including Tejano)

Un Canto por México, Vol. 1 – Natalia Lafourcade

Hecho en México – Alejandro Fernández

La Serenata – Lupita Infante

Bailando Sones y Huampangos con Mariachi Sol De Mexico De Jose Hernandez – Mariachi Sol De Mexico De Jose Hernandez

Ayayay! – Christian Nodal

Best Tropical Latin Album

40 – Grupo Niche

Mi Tumbao – José Alberto "El Ruiseñor"

Infinito – Edwin Bonilla

Sigo Cantando al Amor (Deluxe) – Jorge Celedon & Sergio Luis

Memorias de Navidad – Víctor Manuelle

American roots

Best American Roots Performance

"I Remember Everything" – John Prine

"Colors" – Black Pumas

"Deep in Love" – Bonny Light Horseman

"Short and Sweet" – Brittany Howard

"I'll Be Gone" – Norah Jones & Mavis Staples

Best American Roots Song

"I Remember Everything"

Pat McLaughlin & John Prine, songwriters (John Prine)

"Cabin"

Laura Rogers & Lydia Rogers, songwriters (The Secret Sisters)

"Ceiling to the Floor"

Sierra Hull & Kai Welch, songwriters (Sierra Hull)

"Hometown"

Sarah Jarosz, songwriter (Sarah Jarosz)

"Man Without a Soul"

Tom Overby & Lucinda Williams, songwriters (Lucinda Williams)

Best Americana Album

World on the Ground – Sarah Jarosz

Old Flowers – Courtney Marie Andrews

Terms of Surrender – Hiss Golden Messenger

El Dorado – Marcus King

Good Souls Better Angels – Lucinda Williams

Best Bluegrass Album

Home – Billy Strings

Man on Fire – Danny Barnes

To Live in Two Worlds, Vol. 1 – Thomm Jutz

North Carolina Songbook – Steep Canyon Rangers

The John Hartford Fiddle Tune Project, Vol. 1 – Various Artists

Best Traditional Blues Album

Rawer than Raw – Bobby Rush

All My Dues are Paid – Frank Bey

You Make Me Feel – Don Bryant

That's What I Heard – Robert Cray Band

Cypress Grove – Jimmy "Duck" Holmes

Best Contemporary Blues Album

Have You Lost Your Mind Yet? – Fantastic Negrito

Live at the Paramount – Ruthie Foster Big Band

The Juice – G. Love

Blackbirds – Bettye LaVette

Up and Rolling – North Mississippi Allstars

Best Folk Album

All the Good Times – Gillian Welch & David Rawlings

Bonny Light Horseman – Bonny Light Horseman

Thanks for the Dance – Leonard Cohen

Song for Our Daughter – Laura Marling

Saturn Return – The Secret Sisters

Best Regional Roots Music Album

Atmosphere – New Orleans Nightcrawlers

My Relatives 'nikso' Kowaiks – Black Lodge Singers

Cameron Dupuy and The Cajun Troubadours – Cameron Dupuy And The Cajun Troubadours

Lovely Sunrise – Nā Wai ʽEhā

A Tribute to Al Berard – Sweet Cecilia

Reggae

Best Reggae Album

Got to Be Tough – Toots and the Maytals

Upside Down 2020 – Buju Banton

Higher Place – Skip Marley

It All Comes Black to Love – Maxi Priest

One World – The Wailers

Global music

Best Global Music Album

Twice as Tall – Burna Boy

Fu Chronicles – Antibalas

Agora – Bebel Gilberto

Love Letters – Anoushka Shankar

Amadjar – Tinariwen

Children's

Best Children's Album

All the Ladies – Joanie Leeds

Be a Pain: An Album for Young (and Old) Leaders – Alastair Moock And Friends

I'm an Optimist – Dog On Fleas

Songs for Singin' – The Okee Dokee Brothers

Wild Life – Justin Roberts

Spoken word

Best Spoken Word Album (Includes Poetry, Audio Books & Storytelling)

Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth – Rachel Maddow

Acid for the Children – A Memoir – Flea

Alex Trebek – The Answer Is... – Ken Jennings

Catch and Kill – Ronan Farrow

Charlotte's Web (E.B. White) – Meryl Streep and Full Cast

Comedy

Best Comedy Album

Black Mitzvah – Tiffany Haddish

I Love Everything – Patton Oswalt

The Pale Tourist – Jim Gaffigan

Paper Tiger – Bill Burr

23 Hours to Kill – Jerry Seinfeld

Musical theater

Best Musical Theater Album

Jagged Little Pill – Kathryn Gallagher, Celia Rose Gooding, Lauren Patten & Elizabeth Stanley, principal soloists; Neal Avron, Pete Ganbarg, Tom Kitt, Michael Parker, Craig Rosen & Vivek J. Tiwary, producers (Glen Ballard & Alanis Morissette, lyricists) (Original Broadway Cast)

Amélie – Audrey Brisson, Chris Jared, Caolan McCarthy & Jez Unwin, principal soloists; Michael Fentiman, Sean Patrick Flahaven, Barnaby Race & Nathan Tysen, producers; Nathan Tysen, lyricist; Daniel Messe, composer & lyricist (Original London Cast)

American Utopia on Broadway – David Byrne, principal soloist; David Byrne, producer (David Byrne, composer & lyricist) (Original Cast)

Little Shop of Horrors – Tammy Blanchard, Jonathan Groff & Tom Alan Robbins, principal soloists; Will Van Dyke, Michael Mayer, Alan Menken & Frank Wolf, producers (Alan Menken, composer; Howard Ashman, lyricist) (The New Off-Broadway Cast)

The Prince of Egypt – Christine Allado, Luke Brady, Alexia Khadime & Liam Tamne, principal soloists; Dominick Amendum & Stephen Schwartz, producers; Stephen Schwartz, composer & lyricist (Original Cast)

Soft Power – Francis Jue, Austin Ku, Alyse Alan Louis & Conrad Ricamora, principal soloists; Matt Stine, producer; David Henry Hwang, lyricist; Jeanine Tesori, composer & lyricist (Original Cast)

Music for visual media

Best Compilation Soundtrack for Visual Media

Jojo Rabbit – Various artists

A Beautiful Day in the Neighborhood – Various artists

Bill & Ted Face the Music – Various artists

Eurovision Song Contest: The Story of Fire Saga – Various artists

Frozen II – Various artists

Best Score Soundtrack for Visual Media

Joker – Hildur Guðnadóttir, composer

Ad Astra – Max Richter, composer

Becoming – Kamasi Washington, composer

1917 – Thomas Newman, composer

Star Wars: The Rise of Skywalker – John Williams, composer

Best Song Written for Visual Media

"No Time to Die" (from No Time to Die)

Billie Eilish O'Connell and Finneas O'Connell (Billie Eilish)

"Beautiful Ghosts" (from Cats)

Andrew Lloyd Webber and Taylor Swift (Taylor Swift)

"Carried Me with You" (from Onward)

Brandi Carlile, Phil Hanseroth and Tim Hanseroth (Brandi Carlile)

"Into the Unknown" (from Frozen II)

Kristen Anderson-Lopez and Robert Lopez (Idina Menzel featuring AURORA)

"Stand Up" (from Harriet)

Joshuah Brian Campbell and Cynthia Erivo (Cynthia Erivo)

Composing/Arranging

Best Instrumental Composition

"Sputnik"

Maria Schneider, composer (Maria Schneider)

"Baby Jack"

Arturo O'Farrill, composer (Arturo O'Farrill & The Afro Latin Jazz Orchestra)

"Be Water II"

Christian Sands, composer (Christian Sands)

"Plumfield"

Alexandre Desplat, composer (Alexandre Desplat)

"Strata"

Remy Le Boeuf, composer (Remy Le Boeuf's Assembly Of Shadows featuring Anna Webber & Eric Miller)

Best Arrangement, Instrumental or A Cappella

"Donna Lee"

John Beasley, arranger (John Beasley)

"Bathroom Dance"

Hildur Guðnadóttir, arranger (Hildur Guðnadóttir)

"Honeymooners"

Remy Le Boeuf, arranger (Remy Le Boeuf's Assembly Of Shadows)

"Lift Every Voice and Sing"

Alvin Chea & Jarrett Johnson, arrangers (Jarrett Johnson Featuring Alvin Chea)

"Uranus: The Magician"

Jeremy Levy, arranger (Jeremy Levy Jazz Orchestra)

Best Arrangement, Instruments and Vocals

"He Won't Hold You"

Jacob Collier, arranger (Jacob Collier featuring Rapsody)

"Asas Fechadas"

John Beasley & Maria Mendes, arrangers (Maria Mendes Featuring John Beasley & Orkest Metropole)

"Desert Song"

Erin Bentlage, Sara Gazarek, Johnaye Kendrick & Amanda Taylor, arrangers (Säje)

"From This Place"

Alan Broadbent & Pat Metheny, arrangers (Pat Metheny featuring Meshell Ndegeocello)

"Slow Burn"

Talia Billig, Nic Hard & Becca Stevens, arrangers (Becca Stevens featuring Jacob Collier, Mark Lettieri, Justin Stanton, Jordan Perlson, Nic Hard, Keita Ogawa, Marcelo Woloski & Nate Werth)

Package

Best Recording Package

Vols. 11 & 12

Doug Cunningham & Jason Noto, art directors (Desert Sessions)

Everyday Life

Pilar Zeta, art director (Coldplay)

Funeral

Kyle Goen, art director (Lil Wayne)

Healer

Julian Gross & Hannah Hooper, art directors (Grouplove)

On Circles

Jordan Butcher, art director (Caspian)

Best Boxed or Special Limited Edition Package

Ode to Joy

Lawrence Azerrad & Jeff Tweedy, art directors (Wilco)

Flaming Pie (Collector's Edition)

Linn Wie Andersen, Simon Earith, Paul McCartney & James Musgrave, art directors (Paul McCartney)

Giants Stadium 1987, 1989, 1991

Lisa Glines & Doran Tyson, art directors (Grateful Dead)

Mode

Jeff Schulz, art director (Depeche Mode)

The Story of Ghostly International

Michael Cina & Molly Smith, art directors (Various Artists)

Notes

Best Album Notes

Dead Man's Pop

Bob Mehr, album notes writer (The Replacements)

At The Minstrel Show: Minstrel Routines From The Studio, 1894-1926

Tim Brooks, album notes writer (Various Artists)

The Bakersfield Sound: Country Music Capital Of The West, 1940-1974

Scott B. Bomar, album notes writer (Various Artists)

The Missing Link: How Gus Haenschen Got Us From Joplin To Jazz And Shaped The Music Business

Colin Hancock, album notes writer (Various Artists)

Out Of A Clear Blue Sky

David Sager, album notes writer (Nat Brusiloff)

Historical

Best Historical Album

It's Such a Good Feeling: The Best of Mister Rogers

Lee Lodyga & Cheryl Pawelski, compilation producers; Michael Graves, mastering engineer (Mister Rogers)

Celebrated, 1895–1896

Meagan Hennessey & Richard Martin, compilation producers; Richard Martin, mastering engineer (Unique Quartette)

Hittin' the Ramp: The Early Years (1936–1943)

Zev Feldman, Will Friedwald & George Klabin, compilation producers; Matthew Lutthans, mastering engineer (Nat King Cole)

1999 Super Deluxe Edition

Michael Howe, compilation producer; Bernie Grundman, mastering engineer (Prince)

Souvenir

Carolyn Agger, compilation producer; Miles Showell, mastering engineer (Orchestral Manoeuvres In The Dark)

Throw Down Your Heart: The Complete Africa Sessions

Béla Fleck, compilation producer; Richard Dodd, mastering engineer (Béla Fleck)

Production, non-classical

Best Engineered Album, Non-Classical

Hyperspace

Drew Brown, Andrew Coleman, Shawn Everett, Serban Ghenea, David Greenbaum, Jaycen Joshua, Beck Hansen & Mike Larson, engineers; Randy Merrill, mastering engineer (Beck)

Black Hole Rainbow

Shawn Everett & Ivan Wayman, engineers; Bob Ludwig, mastering engineer (Devon Gilfillian)

Expectations

Gary Paczosa & Mike Robinson, engineers; Paul Blakemore, mastering engineer (Katie Pruitt)

Jaime

Shawn Everett, engineer; Shawn Everett, mastering engineer (Brittany Howard)

25 Trips

Shani Gandhi & Gary Paczosa, engineers; Adam Grover, mastering engineer (Sierra Hull)

Producer of the Year, Non-Classical

Andrew Watt

"Break My Heart" (Dua Lipa)

"Me and My Guitar" (A Boogie wit da Hoodie)

"Midnight Sky" (Miley Cyrus)

"Old Me" (5 Seconds of Summer)

"Ordinary Man" (Ozzy Osbourne featuring Elton John)

"Take What You Want" (Post Malone featuring Ozzy Osbourne & Travis Scott)

"Under The Graveyard" (Ozzy Osbourne)

Jack Antonoff

"August" (Taylor Swift)

Gaslighter (The Chicks)

"Holy Terrain" (FKA Twigs featuring Future)

"Mirrorball" (Taylor Swift)

"This Is Me Trying" (Taylor Swift)

"Together" (Sia)

Dan Auerbach

Cypress Grove (Jimmy "Duck" Holmes)

El Dorado (Marcus King)

Is Thomas Callaway (CeeLo Green)

Singing for My Supper (Early James)

Solid Gold Sounds (Kendell Marvel)

Years (John Anderson)

Dave Cobb

"Backbone" (Kaleo)

The Balladeer (Lori McKenna)

Boneshaker (Airbourne)

Down Home Christmas (Oak Ridge Boys)

The Highwomen (The Highwomen)

"I Remember Everything" (John Prine)

Reunions (Jason Isbell And The 400 Unit)

"The Spark" (William Prince)

"You're Still the One" (Teddy Swims)

Flying Lotus

It Is What It Is (Thundercat)

Best Remixed Recording

"Roses (Imanbek Remix)"

Imanbek Zeikenov, remixer (SAINt JHN)

"Do You Ever (RAC Mix)"

RAC, remixer (Phil Good)

"Imaginary Friends (Morgan Page Remix)"

Morgan Page, remixer (Deadmau5)

"Praying for You (Louie Vega Main Remix)"

Louie Vega, remixer (Jasper Street Co.)

"Young & Alive (Bazzi vs. Haywyre Remix)"

Haywyre, remixer (Bazzi)

Production, immersive audio

Best Immersive Audio Album

The judging for this category was postponed.

Production, classical

Best Engineered Album, Classical

"Shostakovich: Symphony No. 13, 'Babi Yar'"

David Frost & Charlie Post, engineers; Silas Brown, mastering engineer (Riccardo Muti & Chicago Symphony Orchestra)

"Danielpour: The Passion of Yeshua"

Bernd Gottinger, engineer (JoAnn Falletta, James K. Bass, Adam Luebke, UCLA Chamber Singers, Buffalo Philharmonic Orchestra & Buffalo Philharmonic Chorus)

"Gershwin: Porgy and Bess"

David Frost & John Kerswell, engineers; Silas Brown, mastering engineer (David Robertson, Eric Owens, Angel Blue, Metropolitan Opera Orchestra & Chorus)

"Hynes: Fields"

Kyle Pyke, engineer; Jesse Lewis & Kyle Pyke, mastering engineers (Devonté Hynes & Third Coast Percussion)

"Ives: Complete Symphonies"

Alexander Lipay & Dmitriy Lipay, engineers; Alexander Lipay & Dmitriy Lipay, mastering engineers (Gustavo Dudamel & Los Angeles Philharmonic)

Producer of the Year, Classical

David Frost

Beethoven: Piano Sonatas, Vol. 9 (Jonathan Biss)

Gershwin: Porgy And Bess (David Robertson, Eric Owens, Angel Blue, Metropolitan Opera Orchestra & Chorus)

Gluck: Orphée & Eurydice (Harry Bicket, Dmitry Korchak, Andriana Chuchman, Lauren Snouffer, Lyric Opera Of Chicago Orchestra & Chorus)

Holst: The Planets; The Perfect Fool (Michael Stern & Kansas City Symphony)

Muhly: Marnie (Robert Spano, Isabel Leonard, Christopher Maltman, Denyce Graves, Iestyn Davies, Janis Kelly, Metropolitan Opera Orchestra & Chorus)

Schubert: Piano Sonatas, D. 845, D. 894, D. 958, D. 960 (Shai Wosner)

Shostakovich: Symphony No. 13, 'Babi Yar' (Riccardo Muti, Alexey Tikhomirov, Chicago Symphony Orchestra & Chorus)

Blanton Alspaugh

Aspects Of America - Pulitzer Edition (Carlos Kalmar & Oregon Symphony)

Blessed Art Thou Among Women (Peter Jermihov, Katya Lukianov & PaTRAM Institute Singers)

Dvořák: Symphony No. 9; Copland: Billy The Kid (Gianandrea Noseda & National Symphony Orchestra)

Glass: The Fall Of The House Of Usher (Joseph Li, Nicholas Nestorak, Madison Leonard, Jonas Hacker, Ben Edquist, Matthew Adam Fleisher & Wolf Trap Opera)

Kahane: Emergency Shelter Intake Form (Alicia Hall Moran, Gabriel Kahane, Carlos Kalmar & Oregon Symphony)

Kastalsky: Requiem (Leonard Slatkin, Steven Fox, Benedict Sheehan, Charles Bruffy, Cathedral Choral Society, The Clarion Choir, The Saint Tikhon Choir, Kansas City Chorale & Orchestra Of St. Luke's)

Massenet: Thaïs (Andrew Davis, Joshua Hopkins, Andrew Staples, Erin Wall, Toronto Mendelssohn Choir & Toronto Symphony Orchestra)

Smyth: The Prison (Sarah Brailey, Dashon Burton, James Blachly & Experiential Orchestra)

Woolf, L.P.: Fire And Flood (Julian Wachner, Matt Haimovitz & Choir Of Trinity Wall Street)

Jesse Lewis

Gunn: The Ascendant (Roomful Of Teeth)

Harrison, M.: Just Constellations (Roomful Of Teeth)

Her Own Wings (Willamette Valley Chamber Music Festival)

Hynes: Fields (Devonté Hynes & Third Coast Percussion)

Lang, D.: Love Fail (Beth Willer & Lorelei Ensemble)

Mazzoli: Proving Up (Christopher Rountree, Opera Omaha & International Contemporary Ensemble)

Sharlat: Spare The Rod! (NOW Ensemble)

Soul House (Hub New Music)

Wherein Lies The Good (The Westerlies)

Dmitry Lipay

Adams, J.: Must The Devil Have All The Good Tunes? (Yuja Wang, Gustavo Dudamel & Los Angeles Philharmonic)

Cipullo: The Parting (Alastair Willis, Laura Strickling, Catherine Cook, Michael Mayes & Music Of Remembrance)

Ives: Complete Symphonies (Gustavo Dudamel & Los Angeles Philharmonic)

LA Phil 100 - The Los Angeles Philharmonic Centennial Birthday Gala (Gustavo Dudamel & Los Angeles Philharmonic)

Langgaard: Prelude To Antichrist; Strauss: An Alpine Symphony (Thomas Dausgaard & Seattle Symphony Orchestra)

Nielsen: Symphony No. 1 & Symphony No. 2, 'The Four Temperaments' (Thomas Dausgaard & Seattle Symphony)

Elaine Martone

Bound For The Promised Land (Robert M. Franklin, Steven Darsey, Jessye Norman & Taylor Branch)

Dawn (Shachar Israel)

Gandolfi, Prior & Oliverio: Orchestral Works (Robert Spano & Atlanta Symphony Orchestra)

Singing In The Dead Of Night (Eighth Blackbird)

Whitacre: The Sacred Veil (Eric Whitacre, Grant Gershon & Los Angeles Master Chorale)

Classical

Best Orchestral Performance

"Ives: Complete Symphonies"

Gustavo Dudamel, conductor (Los Angeles Philharmonic)

"Aspects of America - Pulitzer Edition"

Carlos Kalmar, conductor (Oregon Symphony)

"Concurrence"

Daníel Bjarnason, conductor (Iceland Symphony Orchestra)

"Copland: Symphony No. 3"

Michael Tilson Thomas, conductor (San Francisco Symphony)

"Lutosławski: Symphonies No. 2 & 3"

Hannu Lintu, conductor (Finnish Radio Symphony Orchestra)

Best Opera Recording

"Gershwin: Porgy and Bess"

David Robertson, conductor; Angel Blue & Eric Owens; David Frost, producer (The Metropolitan Opera Orchestra; The Metropolitan Opera Chorus)

"Dello Joio: The Trial at Rouen"

Gil Rose, conductor; Heather Buck & Stephen Powell; Gil Rose, producer (Boston Modern Orchestra Project; Odyssey Opera Chorus)

"Floyd, C: Prince of Players"

William Boggs, conductor; Keith Phares & Kate Royal; Blanton Alspaugh, producer (Milwaukee Symphony Orchestra; Florentine Opera Chorus)

"Handel: Agrippina"

Maxim Emelyanychev, conductor; Joyce DiDonato; Daniel Zalay, producer (Il Pomo D'Oro)

"Zemlinsky: Der Zwerg"

Donald Runnicles, conductor; David Butt Philip & Elena Tsallagova; Peter Ghirardini & Erwin Stürzer, producers (Orchestra Of The Deutsche Oper Berlin; Chorus Of The Deutsche Oper Berlin)

Best Choral Performance

"Danielpour: The Passion of Yessuah"

JoAnn Falletta, conductor; James K. Bass & Adam Luebke, chorus masters (James K. Bass, J'Nai Bridges, Timothy Fallon, Kenneth Overton, Hila Plitmann & Matthew Worth; Buffalo Philharmonic Orchestra; Buffalo Philharmonic Chorus & UCLA Chamber Singers)

"Carthage"

Donald Nally, conductor (The Crossing)

"Kastalski: Requiem"

Leonard Slatkin, conductor; Charles Bruffy, Steven Fox & Benedict Sheehan, chorus masters (Joseph Charles Beutel & Anna Dennis; Orchestra Of St. Luke's; Cathedral Choral Society, The Clarion Choir, Kansas City Chorale & The Saint Tikhon Choir)

"Moravec: Sanctuary Road"

Kent Tritle, conductor (Joshua Blue, Raehann Bryce-Davis, Dashon Burton, Malcolm J. Merriweather & Laquita Mitchell; Oratorio Society Of New York Orchestra; Oratorio Society Of New York Chorus)

"Once Upon a Time"

Matthew Guard, conductor (Sarah Walker; Skylark Vocal Ensemble)

Best Chamber Music/Small Ensemble Performance

"Contemporary Voices" – Pacifica Quartet

"Healing Modes" – Brooklyn Rider

"Hearne, T,: Place" – Ted Hearne, Steven Bradshaw, Sophia Byrd, Josephine Lee, Isaiah Robinson, Sol Ruiz, Ayanna Woods & Place Orchestra

"Hynes: Fields" – Devonté Hynes & Third Coast Percussion

"The Schumann Quartets" – Dover Quartet

Best Classical Instrumental Solo

"Theofanidis: Concerto for Viola and Chamber Orchestra"

Richard O'Neill; David Alan Miller, conductor (Albany Symphony)

"Adés: Concerto for Piano and Orchestra"

Kirill Gerstein; Thomas Adès, conductor (Boston Symphony Orchestra)

"Beethoven: Complete Piano Sonatas"

Igor Levit

"Bohemian Tales"

Augustin Hadelich; Jakub Hrůša, conductor (Charles Owen; Symphonieorchester Des Bayerischen Rundfunks)

"Destination Rachmaninov - Arrival"

Daniil Trifonov; Yannick Nézet-Séguin, conductor (The Philadelphia Orchestra)

Best Classical Solo Vocal Album

"Smyth: The Prison"

Sarah Brailey & Dashon Burton; James Blachly, conductor (Experiential Chorus; Experiential Orchestra)

"American Composers at Play - William Bolcom, Ricky Ian Gordon, Lori Laitman, John Musto"

Stephen Powell (Attacca Quartet, William Bolcom, Ricky Ian Gordon, Lori Laitman, John Musto, Charles Neidich & Jason Vieaux)

"Clairières - Songs by Lili & Nadia Boulanger"

Nicholas Phan; Myra Huang, accompanist

"Farinelli"

Cecilia Bartoli; Giovanni Antonini, conductor (Il Giardino Armonico)

"A Lad's Love"

Brian Giebler; Steven McGhee, accompanist (Katie Hyun, Michael Katz, Jessica Meyer, Reginald Mobley & Ben Russell)

Best Classical Compendium

"Thomas, M.T.: From the Diary of Anne Frank & Meditations on Rilke"

Isabel Leonard; Michael Tilson Thomas, conductor; Jack Vad, producer

"Adès Conducts Adès"

Mark Stone & Christianne Stotijn; Thomas Adès, conductor; Nick Squire, producer

"Saariaho: Graal Théâtre; Circle Map, Neiges, Vers Toi Qui Es Si Loin"

Clément Mao-Takacs, conductor; Hans Kipfer, producer

"Serebrier: Symphonic Bach Variations; Laments and Hallelujahs; Flute Concerto"

José Serebrier, conductor; Jens Braun, producer

"Woolf, L.P.: Fire and Blood"

Matt Haimovitz; Julian Wachner, conductor; Blanton Alspaugh, producer

Best Contemporary Classical Composition

"Rouse: Symphony No. 5"

Christopher Rouse, composer (Giancarlo Guerrero & Nashville Symphony)

"Adès: Concerto for Piano and Orchestra"

Thomas Adès, composer (Kirill Gerstein, Thomas Adès & Boston Symphony Orchestra)

"Danielpour: The Passion of Yeshua"

Richard Danielpour, composer (JoAnn Falletta, James K. Bass, Adam Luebke, UCLA Chamber Singers, Buffalo Philharmonic Orchestra & Buffalo Philharmonic Chorus)

"Floyd, C.: Prince of Players"

Carlisle Floyd, composer (William Boggs, Kate Royal, Keith Phares, Florentine Opera Chorus & Milwaukee Symphony Orchestra)

"Hearne, T.: Place"

Ted Hearne, composer (Ted Hearne, Steven Bradshaw, Sophia Byrd, Josephine Lee, Isaiah Robinson, Sol Ruiz, Ayanna Woods & Place Orchestra)

Music video/film

Best Music Video

"Brown Skin Girl" – Beyoncé, Saint Jhn & Wizkid Featuring Blue Ivy Carter

Beyoncé Knowles-Carter & Jenn Nkiru, video directors; Lauren Baker, Astrid Edwards, Nathan Scherrer & Erinn Williams, video producers

"Life Is Good" – Future Featuring Drake

Julien Christian Lutz, video director; Harv Glazer, video producer

"Lockdown" – Anderson .Paak

Dave Meyers, video director; Nathan Scherrer, video producer

"Adore You" – Harry Styles

Dave Meyers, video director; Nathan Scherrer, video producer

"Goliath" – Woodkid

Yoann Lemoine, video director; Horace de Gunzbourg, video producer

Best Music Film

Linda Ronstadt: The Sound of My Voice – Linda Ronstadt

Rob Epstein & Jeffrey Friedman, video directors; Michele Farinola & James Keach, video producers

Beastie Boys Story – Beastie Boys

Spike Jonze, video director; Amanda Adelson, Jason Baum & Spike Jonze, video producers

Black Is King – Beyoncé

Emmanuel Adjei, Blitz Bazawule, Beyoncé Knowles Carter & Kwasi Fordjour, video directors; Lauren Baker, Akin Omotoso, Nathan Scherrer, Jeremy Sullivan & Erinn Williams, video producers

We Are Freestyle Love Supreme – Freestyle Love Supreme

Andrew Fried, video director; Andrew Fried, Jill Furman, Thomas Kail, Lin-Manuel Miranda, Sarina Roma, Jenny Steingart & Jon Steingart, video producers

That Little Ol' Band From Texas – ZZ Top

Sam Dunn, video director; Scot McFadyen, video producer

[ralphlayton]

Boosting and Deepening Engagement through Empathy in B2B Marketing

Empathy is more than a buzzword. It’s not a box to be checked, or an added finishing touch for content. If B2B marketers want to successfully engage human audiences and break free from the deluge of irrelevant messages swirling around today’s customers, empathy needs to be at the center of all strategic initiatives from start to finish.

What Does Empathy Mean in B2B Marketing?

Empathy is defined simply as the ability to understand and share the feelings of another. But I’m not sure that characterization fully does it justice in the context of modern marketing. I rather like the way Zen Media CEO Shama Hyder described empathy in the better creative teamwork guide we helped our clients at monday.com put together: “Empathy is critical. It's much more than just having an understanding of what someone else's challenges might be. Part of it is that you have to give up being a control freak. As leaders, we should really look at the big picture and ask ourselves, is this necessary? Or is this just politicking, or someone trying to make it seem like it has to be done this way because it's the way they prefer?” Shama was speaking from the perspective of a business leader trying to get on the same page as their team, but it applies just as well to marketing endeavors. The critical first step in developing empathy is disconnecting from our own ingrained perceptions and assumptions. Only then can we truly understand and support the audiences we want to reach. Too often, empathy in marketing tends to be a bit narrow and self-centered (which is contradictory to the very concept itself). We often seek to understand only the challenges and pain points that drive interest in what we’re selling. Looking beyond this scope is necessary to build strong relationships founded on trust, especially now. “What you are creating, marketing and ultimately selling is but one piece of your customer’s life as a human on Earth. One very small piece,” said Mary Beech, principal at MRB Brand Consulting and former CMO of Kate Spade, in an AMA article on empathy in marketing. “And if we aren’t keeping in mind their full journey, including their emotional, mental, social and physical needs — as well as the challenges and joys they are facing — we cannot do our jobs well.” As Brian Solis wrote at Forbes recently, the need for empathetic customer experiences is greater than ever in the age of COVID-19 disruption. People have so much going on in their lives, and are facing so many unprecedented difficulties, that a myopic brand-centric focus is all the more untenable. “Traditional marketing will no longer have the same effect moving forward,” he argues. “If anything, it will negatively affect customer relationships rather than enhance them.” Agreed. So, let’s find a better way.

Engaging with True Empathy in the New Era of Marketing

Imagine if it was possible to sit down and have an in-depth conversation with each one of your customers and potential customers. You’d gain first-hand insight into their worldviews, their challenges, their hopes and dreams. Sadly, it’s not possible. You don’t have the time, nor do your customers. (Although I do recommend making a habit of engaging in direct, candid conversations with them when possible.) To make empathy scalable, marketers need to take advantage of all the tools at their disposal. This largely requires using data to connect the dots. “It’s critical for marketers to have a real-time 360 view and understanding of a customer’s full journey, at every stage, from discovery to engagement to retention and loyalty to advocacy,” Solis wrote at Forbes. Here are some suggestions for obtaining such a view: Use empathy-mapping. This practice, explained in a helpful primer from Nielsen Norman Group, involves creating a visualization of attitudes and behaviors to guide decision-making. Empathy-mapping originated in the world of UX design, but given how much user experience and customer experience now overlap, it’s becoming a powerful tool for marketers.

(Source: Nielsen Norman Group)

Coordinate and integrate your organizational efforts. Every customer-facing function in a company — marketing, sales, customer service — sees the customer from a different perspective. Seek ways to bring all these perspectives together into one centralized, holistic view. Per Solis: “Cross-functional collaboration is a mandate. As such, integration will become the new standard and will quickly become table stakes as every company rushes in this direction.” Tap into meaningful influencer relationships. Influencers can play a key role in empathetic marketing because they have relationships and perspectives extending beyond our brand ecosystems. If they align with your audience, influencers can bring unique insight and connect at deeper levels. Turning influencer engagements from mechanical to meaningful is essential to accomplishing this. Incidentally, Mr. Solis recently partnered with TopRank Marketing on the first-ever State of B2B Influencer Marketing report, in which our friend Ann Handley summarizes the impact quite well: “You could call yourself a good parent or a world-class marketer or an empathetic friend ... but any of those things would carry more weight coming from your child, customer, or BFF. So it is with integrating influencer content: It's a direct line to building trust and customer confidence.” Research and engage with topics that matter to your customers outside of their jobs. Given the connotations of B2B, it’s all too easy to isolate our customer research around what they do professionally. But these are human beings with lives outside of work. To drive powerful engagement, marketers should search for the cross-sections between their brand’s purpose and values, and what matters to their customers. A good example of this is found in the IBM THINK Blog, which is “dedicated to chronicling the fast-moving world of cognitive computing” and covers many important societal topics. (Recent focuses include a post on gender pronouns and a corporate environmental report.)

Examples of Empathetic B2B Marketing

Who’s getting it right and paving the way for a more empathy-driven approach to engaging B2B audiences? Here are a few examples:

My post on seven B2B brands that talk to consumers, not companies highlights several instances of an authentic and relatable human tone shining through.

It goes without saying that the video-conferencing service Zoom stumbled into a massive business opportunity with the dramatic pivot to remote work this year. The company could simply try to cash in and maximize that opportunity, but instead, they’re doubling down on building trust. Zoom’s CEO Eric S. Yuan recently wrote about his roots in China in articulating his organization’s support for this embattled region of the world, noting that Zoom is providing expanded features for free accounts and offering accessible resources and education. He also made the company’s tools free to K-12 schools (a potentially lucrative customer base) in March.

Seeing human faces brings an instantly relatable element to any B2B campaign. That’s why Microsoft’s Story Labs microsite, which frames some of the company’s initiatives and guiding principles around real people and their stories, is so effective.

Let Empathy Guide Your B2B Marketing Strategy

In order to walk in someone else’s shoes, you first need to untie and remove your own. Making empathy a core strategic pillar requires marketers to take a step back, disconnect from their ingrained perceptions and assumptions, and get fully in tune with the people they serve. Only then can we create the type of relevant and personalized experiences that drive deep and long-lasting brand engagement. For more tips that will help your business-oriented content strike notes of genuine empathy, read Josh Nite’s blog post on 5 Ways to Humanize B2B Marketing.  

The post Boosting and Deepening Engagement through Empathy in B2B Marketing appeared first on Online Marketing Blog - TopRank®.

Boosting and Deepening Engagement through Empathy in B2B Marketing published first on yhttps://improfitninja.blogspot.com/

[bridgertonland]

[fifty5hades]

TANGLED EVER AFTER (2012) || BRIDGERTON SEASON 2 (2022) 

[apinchofm]

Me adding depth to all the women of colour I come across

[samuelpboswell]

Boosting and Deepening Engagement through Empathy in B2B Marketing

Empathy is more than a buzzword. It’s not a box to be checked, or an added finishing touch for content. If B2B marketers want to successfully engage human audiences and break free from the deluge of irrelevant messages swirling around today’s customers, empathy needs to be at the center of all strategic initiatives from start to finish.

What Does Empathy Mean in B2B Marketing?

Empathy is defined simply as the ability to understand and share the feelings of another. But I’m not sure that characterization fully does it justice in the context of modern marketing. I rather like the way Zen Media CEO Shama Hyder described empathy in the better creative teamwork guide we helped our clients at monday.com put together: “Empathy is critical. It's much more than just having an understanding of what someone else's challenges might be. Part of it is that you have to give up being a control freak. As leaders, we should really look at the big picture and ask ourselves, is this necessary? Or is this just politicking, or someone trying to make it seem like it has to be done this way because it's the way they prefer?” Shama was speaking from the perspective of a business leader trying to get on the same page as their team, but it applies just as well to marketing endeavors. The critical first step in developing empathy is disconnecting from our own ingrained perceptions and assumptions. Only then can we truly understand and support the audiences we want to reach. Too often, empathy in marketing tends to be a bit narrow and self-centered (which is contradictory to the very concept itself). We often seek to understand only the challenges and pain points that drive interest in what we’re selling. Looking beyond this scope is necessary to build strong relationships founded on trust, especially now. “What you are creating, marketing and ultimately selling is but one piece of your customer’s life as a human on Earth. One very small piece,” said Mary Beech, principal at MRB Brand Consulting and former CMO of Kate Spade, in an AMA article on empathy in marketing. “And if we aren’t keeping in mind their full journey, including their emotional, mental, social and physical needs — as well as the challenges and joys they are facing — we cannot do our jobs well.” As Brian Solis wrote at Forbes recently, the need for empathetic customer experiences is greater than ever in the age of COVID-19 disruption. People have so much going on in their lives, and are facing so many unprecedented difficulties, that a myopic brand-centric focus is all the more untenable. “Traditional marketing will no longer have the same effect moving forward,” he argues. “If anything, it will negatively affect customer relationships rather than enhance them.” Agreed. So, let’s find a better way.

Engaging with True Empathy in the New Era of Marketing

Imagine if it was possible to sit down and have an in-depth conversation with each one of your customers and potential customers. You’d gain first-hand insight into their worldviews, their challenges, their hopes and dreams. Sadly, it’s not possible. You don’t have the time, nor do your customers. (Although I do recommend making a habit of engaging in direct, candid conversations with them when possible.) To make empathy scalable, marketers need to take advantage of all the tools at their disposal. This largely requires using data to connect the dots. “It’s critical for marketers to have a real-time 360 view and understanding of a customer’s full journey, at every stage, from discovery to engagement to retention and loyalty to advocacy,” Solis wrote at Forbes. Here are some suggestions for obtaining such a view: Use empathy-mapping. This practice, explained in a helpful primer from Nielsen Norman Group, involves creating a visualization of attitudes and behaviors to guide decision-making. Empathy-mapping originated in the world of UX design, but given how much user experience and customer experience now overlap, it’s becoming a powerful tool for marketers.

(Source: Nielsen Norman Group)

Coordinate and integrate your organizational efforts. Every customer-facing function in a company — marketing, sales, customer service — sees the customer from a different perspective. Seek ways to bring all these perspectives together into one centralized, holistic view. Per Solis: “Cross-functional collaboration is a mandate. As such, integration will become the new standard and will quickly become table stakes as every company rushes in this direction.” Tap into meaningful influencer relationships. Influencers can play a key role in empathetic marketing because they have relationships and perspectives extending beyond our brand ecosystems. If they align with your audience, influencers can bring unique insight and connect at deeper levels. Turning influencer engagements from mechanical to meaningful is essential to accomplishing this. Incidentally, Mr. Solis recently partnered with TopRank Marketing on the first-ever State of B2B Influencer Marketing report, in which our friend Ann Handley summarizes the impact quite well: “You could call yourself a good parent or a world-class marketer or an empathetic friend ... but any of those things would carry more weight coming from your child, customer, or BFF. So it is with integrating influencer content: It's a direct line to building trust and customer confidence.” Research and engage with topics that matter to your customers outside of their jobs. Given the connotations of B2B, it’s all too easy to isolate our customer research around what they do professionally. But these are human beings with lives outside of work. To drive powerful engagement, marketers should search for the cross-sections between their brand’s purpose and values, and what matters to their customers. A good example of this is found in the IBM THINK Blog, which is “dedicated to chronicling the fast-moving world of cognitive computing” and covers many important societal topics. (Recent focuses include a post on gender pronouns and a corporate environmental report.)

Examples of Empathetic B2B Marketing

Who’s getting it right and paving the way for a more empathy-driven approach to engaging B2B audiences? Here are a few examples:

My post on seven B2B brands that talk to consumers, not companies highlights several instances of an authentic and relatable human tone shining through.

It goes without saying that the video-conferencing service Zoom stumbled into a massive business opportunity with the dramatic pivot to remote work this year. The company could simply try to cash in and maximize that opportunity, but instead, they’re doubling down on building trust. Zoom’s CEO Eric S. Yuan recently wrote about his roots in China in articulating his organization’s support for this embattled region of the world, noting that Zoom is providing expanded features for free accounts and offering accessible resources and education. He also made the company’s tools free to K-12 schools (a potentially lucrative customer base) in March.

Seeing human faces brings an instantly relatable element to any B2B campaign. That’s why Microsoft’s Story Labs microsite, which frames some of the company’s initiatives and guiding principles around real people and their stories, is so effective.

Let Empathy Guide Your B2B Marketing Strategy

In order to walk in someone else’s shoes, you first need to untie and remove your own. Making empathy a core strategic pillar requires marketers to take a step back, disconnect from their ingrained perceptions and assumptions, and get fully in tune with the people they serve. Only then can we create the type of relevant and personalized experiences that drive deep and long-lasting brand engagement. For more tips that will help your business-oriented content strike notes of genuine empathy, read Josh Nite’s blog post on 5 Ways to Humanize B2B Marketing.  

The post Boosting and Deepening Engagement through Empathy in B2B Marketing appeared first on Online Marketing Blog - TopRank®.

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