Los Angeles: Aiming to craft a better future for the music industry, The GRAMMY Creators Alliance has been introduced at the 57th edition of Grammy Awards here.
The initiative is intended to be the voice of future generations of artists and advance policies that put music-makers first.
Recording Academy president Neil Portnow along with singer-actress Jennifer Hudson and OneRepublic singer and producer Ryan Tedder introduced the alliance, created to push for increased remuneration for artists in the digital age.
"Music has tremendous value in our lives. While ways of listening to music evolve, we must remember that music matters in our lives, and that new technology must pay artists fairly," billboard.com quoted Portnow as saying.
Hudson also backed the initiative and expressed hope that it would help brighten music industry's future.
"Tonight, we are proud to launch the GRAMMY Creators Alliance, a coalition of many artists - some of whom you see right here at the GRAMMYs. Together, we will advise those who make policy in music and in government so that our next generation of creators are able to make tomorrow's music as great as tonight’s," Hudson said.
The initiative was launched at the star-studded award ceremony held at Staples Center here Sunday night.
After the official launch of the alliance, singer Beyoncé took to stage in an angelic white outfit to perform 'Take my hand, precious lord', followed by John Legend and Common's closing act. They played 'Glory' from movie 'Selma' to conclude the musical night.
To give an impetus to the initiative, a lot of known faces from the music industry have been roped in.
The founding members includes Adam Levine, Alicia Keys, Jennifer Hudson and Lady Antebellum among others.
According to the official site, The GRAMMY Creators Alliance is a programme of The Recording Academy, a non-profit membership organisation representing songwriters, performers and studio professionals.
The Recording Academy has no corporate members.