Intuit QuickBooks Celebrates Rising Teen Star in Grammy Awards Campaign


Willa Amai - QuickBooks campaign

While the world’s best-known musicians prepare to take the stage at the Grammys, QuickBooks is shining a spotlight on the contributions made by independent artists that power the $16 billion music industry.


As part of its “Backing You” campaign, Intuit QuickBooks on Sunday will release a short documentary-style ad during the Grammy Awards on CBS starring 13-year-old Los Angeles-based singer/songwriter Willa Amai and her mentor, veteran singer-songwriter and producer Linda Perry, in the studio.

The film aims to celebrate the many self-employed and small businesses that help build the music industry, like Amai and Perry and the millions of others who dare to dream and follow their passions.

The behind-the-scenes look shows a recording session with Amai, who sings a cover of Daft Punk’s “Harder, Better, Faster, Stronger” (now available on iTunes) with Perry and her producing team behind the console. The tune is used in Intuit QuickBooks’ “Backing You” campaign, which gives small businesses and entrepreneurs a voice outside of the recording studio.

The film’s description:
QuickBooks is backing up-and-coming singer/songwriter Willa Amai. We’re also backing the freelance producers and session musicians, the independent lighting techs and the self-employed audio engineers who are helping her career take shape. That’s because the music industry’s largest workforce works for themselves. We work for them. QuickBooks #BackingYou

In addition to the film, fans can view behind-the-scenes interviews with Perry and Amai as well as enjoy a Facebook Live performance by Amai at Intuit’s headquarters on February 7 via the brand’s Facebook page.

Perry has founded two record labels, composed and produced hit songs including “Beautiful” for Christina Aguilera and “Get the Party Started” for P!nk. Her latest venture, with her team at “We Are Hear,” is working with 13-year old YouTube sensation Willa Amai on her recent cover of “Harder, Better, Faster, Stronger” that she created for the QuickBooks “Backing You” debut commercial.

“It is a universal truth that working for yourself can be rewarding and liberating, but at times also unpredictable and lonely,” said Guy Longworth, Senior Vice President of Global Marketing, Intuit QuickBooks. “At Intuit we believe in supporting those who take a chance on their dreams. As the world prepares to celebrate music, we are proud to honor the independent workers like Linda and Willa, celebrating what they bring to this industry.”

“As an artist and an entrepreneur, it is critical to align yourself with people who allow you to both protect your passion and are of like minds,” said Perry, chief creative officer and partner, We Are Hear. “Aligning with QuickBooks was a natural fit because at the core, they are truly commited to seeing artists, entrepreneurs and independent workers like Willa and me succeed. Bringing to life an emerging talent and artist like Willa Amai through this unique documentary has been an incredible collaboration with QuickBooks, a brand that truly backs entrepreneurs and artists like myself to further our dreams.”

Intuit QuickBooks recently launched “Backing You,” a campaign to celebrate and honor those who work for themselves. Since launching QuickBooks more than 20 years ago, Intuit has made its mission to power prosperity for small businesses and self-employed through services such as QuickBooks Capital, Payroll, Payments and Self-Employed to features like income and expense tracking that allow businesses to grow and succeed.

This new short film is just another example of Intuit’s continued efforts to celebrate and champion the independent worker around the world. The brand has also partnered with renowned freelance concert and tour poster graphic designer Kii Arens to create “Backing You” posters (at top and below) of the self-employed people highlighted in the campaign. The posters will be featured in prominent locations near Madison Square Garden and will be available on social media for download.

The “Backing You” campaign was created in partnership with Intuit QuickBooks’ new creative agency of record, TBWA\Chiat\Day LA, which also teamed up with Uber to turn New York into a musical instrument in a pre-Grammys activation:

More from the QuickBooks “Backing You” campaign:


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