Washington, January 31 (ANI): An entertainment marketing expert has advised viewers to take the Grammy Awards seriously despite the fact that it recognizes popular music the most.

Brent Smith, Ph.D., an assistant professor of marketing at Saint Joseph's University in Philadelphia, insists that the Grammys offer a chance for less popular artists to be recognized as well, unlike the American Music Awards and Billboard Music Awards determine winners by greatest gains in record sales or radio airplay.

Smith said: "To some degree, every brand must stay relevant with mainstream audiences. Yet, the Grammys still represent the most respected awards show in the music industry because the nominees and winners are elected by their peers."

Smith distinguishes between the "art" and "commerce" of music, with the example of Herbie Hancock, a jazz pianist who won Album of the Year in 2008, beating out pop sensation Amy Winehouse.

He said: "Few pop music fans are familiar with Hancock. Yet, many of these fans' favorite performing artists - Hancock's peers - actually know and respect his contributions to the art (not commerce) of music.

"At a time when music is dominated by consumers more interested in downloads, ringtones, and 'danceability,' the Grammys afford music's core community of creators an opportunity to preserve and project their voice." (ANI)