The video, featuring Taylor Swift, Nas and Snoop Lion, focuses on "the next generation" of musical talent.
The clip - via ETOnline - opens with a young girl sat at a piano, and is captioned with the hashtag "#TheWorldsListening". It goes on to show aspiring musicians - across a number of genres - practising their craft and pursuing their dreams of becoming a star.
"The world is waiting for someone," the voiceover adds. "The next superstar. The next virtuoso. The next legend."
The clip is the first of four spots that form The Recording Academy's ad campaign for this year's Grammys.
The forthcoming series of ads - all of which will carry the tagline "The World Is Listening" - will feature both established and up-and-coming artists including Rihanna (who will tell her story in a commercial titled "Slammed Door") the Kills, Snoop Lion, Taylor Swift (who will appear alongside emerging artists such as Grace Potter, Kishi Bashi and Dam-Funk in a second commercial) and The Black Keys (whose spot is titled "Soundcheck").
A new website has also been created as part of the new music initiative. www.grammyamplifier.com allows musicians to share their original tracks via SoundCloud for a chance to have their songs tweeted out by a panel of musical icons, including Linkin Park, RZA and Snoop Lion.
The 2013 Grammy Awards will take place on Sunday, February 10 in Los Angeles. Among this year's nominees are Kelly Clarkson, Kanye West and Adele.