The GRAMMYs Debut The ‘Evolving Music Video’ Starring Ella Mai
by Karen
Kicking off their integrated promotional push for this weekend’s festivities, the GRAMMYs, have unveiled their latest digital advancement, the Evolving Music Video. Version 1 features R&B starlet Ella Mai and her megahit ‘Boo’d Up’ ahead of her nomination for the ceremony. According to the academy, the more the video is shared socially, the more it evolves into an entirely new experience.
Watch the acapella ‘Boo’d Up’ performance above and let us know what you expect to see next. Keep an eye on the visual as it reaches new numbers the next variations are expected to appear. “I’m super excited [to be a part of this project], especially to be the first and, secondly, to see it,” she told PEOPLE on the set of the video. “I’m super excited to be involved in it, creating it and seeing the process, but also seeing the finished product because I’m super intrigued.”