Gratitunes Launch

Vanderbilt University Medical Center launched Gratitunes to thank medical professionals on the frontlines fighting COVID-19 through dedicated songs and performances.

  • Branded Content
  • Music Licensing
  • Paid Media
  • Publicity
  • Strategy
  • Talent Procurement

The Challenge

FlyteVu was tasked with creating a platform to give thanks to the medical staff at Vanderbilt Univeristy Medical Center on the front line of fighting COVID-19.

What We Did

On March 30th, National Doctor’s Day, Vanderbilt University Medical Center launched Gratitunes, a consumer-generated platform and initiative to show gratitude via the power of music for medical professionals on the frontlines of the COVID-19 pandemic. FlyteVu procured over 80 talent to dedicate a ‘Gratitune’ with a performance on their Instagram page throughout the month of April including artists Brad Paisley, Dustin Lynch, Amy Grant, Thomas Rhett, Lauren Alaina and more. Artists encouraged fans and followers nationwide to visit to add their own ‘Gratitune’ to a playlist, which were made available to all COVID-19 VUMC Assessment Sites and the Hospital to help lessen stress and anxiety, and lift spirits. The program kicked-off with a performance by Paisley and was announced exclusively with To date, the Gratitunes program has earned over 193 million media impressions and more than 1,200 Gratitunes have been dedicated to healthcare workers.

“FlyteVu’s ideation, creation and execution of Gratitunes may have been the strongest collaboration between the agency and Vanderbilt University Medical Center since our partnership began. In a year of unprecedented circumstances and pandemic pivots, FlyteVu saw an opportunity to offer VUMC’s 30,000+ health care workers a moment of comfort, gratitude and a smile – delivering joy and healing through the power of music. Campaigns are only as good as their execution, and FlyteVu’s oversight of Gratitunes speaks volumes to the important role a specialized agency can play at the intersection of music, health and healing.”

Stuart Dill, SVP Marketing and Engagement

The Results

80+ talent secured to post throughout the month of April

1,200+ Gratitunes dedicated by fans

193 million earned media impressions

$1.4 million total ad value

5.3 million total digital impressions

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