Ex-Grammy Execs Launch Awards Consulting Firm

Former Recording Academy executives Lisa Goich-Andreadis and Jeriel Johnson have established Awards Agency LLC, a new firm focused on Grammy campaign consulting. Having spent a combined two decades at the Recording Academy, they now utilize their deep understanding of the Grammy process and industry connections to aid clients. The firm officially launched in March 2025, building on their combined experience.

Their strategic guidance proved successful during the 68th Grammy Awards, held on February 1, where their 32 clients collectively earned 27 nominations and six wins. Goich-Andreadis, who previously oversaw jazz and comedy genres, and Johnson, who managed hip-hop and R&B, acknowledged the shift from their non-partisan roles at the Academy to actively championing clients.

Their work involves demystifying the complex Grammy submission process, interpreting rules, and amplifying artists' projects. The firm emphasizes that they do not share proprietary information but rather interpret publicly available guidelines. They also assist with ensuring artists are aware of Academy membership requirements, which is crucial for participation and voting.

The consulting firm operates year-round, with the busiest period typically from July to September, leading up to the nomination and voting windows. They aim to build a reputation for excellence, working with projects they believe are strong contenders for nominations and wins, thus "amplifying excellence."