The Recording Academy’s Grammy House is returning for a second year with three days of programming targeted to “music makers, culture creators and rising industry leaders.” Grammy House is presented by Mastercard and runs from Thursday, Feb. 1, to Saturday, Feb. 3, in Los Angeles.
“I am so excited for this second installment of Grammy House,” Harvey Mason jr., CEO of the Recording Academy, said in a statement. “The response last year from younger fans and artists just starting their relationship with the Recording Academy was overwhelming, and we’re a better organization because of the increased engagement with them. I’m grateful for the amazing artists and partners who are helping make this year’s Grammy House an even bigger success.”
Programming kicks off with a celebration of Women in the Mix and continues with an independent music panel, an emerging artist showcase, a Grammy U Masterclass presented by Mastercard (featuring Grammy-nominated artist Halle Bailey), and the third annual #GrammysNextGen party. Grammy House concludes with the debut of Academy Proud – the Recording Academy’s new initiative dedicated to uplifting the LGBTQIA+ community.
To commemorate what they are calling their 25th anniversary, the Latin Recording Academy will exhibit a time capsule that showcases memorable moments in Latin Grammy history. It will be available for guests to visit throughout the duration of Grammy House. (The Latin Recording Academy was founded in 1997. The first Latin Grammys were presented in September 2000.)
Here’s a preview of the 2024 Grammy House programming. All events are by invitation only.
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A Celebration of Women in the Mix
Date: Thursday, Feb. 1
Event Time: 11 a.m. – 2 p.m.
The Recording Academy is teaming with longtime partner People magazine and Sephora to present an event honoring and amplifying the voices of women in music. Event programming includes a luncheon, panel discussion on the road to success, Grammy-nominated guests, and live performances by Sephora Sounds artists Rawan Chaya, Beth Million and Dounia, who will DJ the event.
Sephora will provide make-up touch-up stations and a music-infused photo booth. Dyson, a participating sponsor, will provide styling stations for hair touch-ups and curate an immersive listening experience with the Dyson Zone noise-cancelling headphones. The Hartford is also a participating sponsor and will activate an interactive, augmented reality graffiti wall.
The Recording Academy launched Women in the Mix in 2019 to drive representation and provide opportunities for studio professionals, artists and beyond. Sephora Sounds is a music collective to support and amplify underrepresented, emerging artists through Sephora’s social platforms.
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Growing Wild Independent Music Community Panel
Date: Thursday, Feb. 1
Doors: 2:45
Time: 3:30 p.m. – 5 p.m.
Leading professionals in the independent music community, including Stan founder and CEO Denisha Kuhlor, independent recording artist Cocoa Sarai, Splice CEO Kakul Srivastava, and SymphonyOS cofounder and CEO Megh Vakharia will discuss key trends and predictions for 2024 and beyond. The session will be moderated by Chris Maltese, Vydia VP of label & artist relations.
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Beats & Blooms Emerging Artist Showcase
Date: Thursday, Feb. 1
Time: 8 p.m. – 11 p.m.
An emerging artist showcase, hosted by comedian Matt Friend, featuring performances by Sephora Sounds artists Aint Afraid, Mastercard’s Artist Accelerator artist Cocoa Sarai, and rising stars BETWEEN FRIENDS, Teezo Touchdown, and Tiana Major9. PEOPLE will amplify the showcase and Sephora will provide make-up and touch-up stations.
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Grammy U Masterclass with Halle Bailey
Date: Friday, Feb. 2
Doors: 11 a.m.
Livestream: 1 p.m.
An exclusive masterclass with Grammy-nominated artist Halle Bailey, presented by Mastercard. Grammy U members are invited to attend this event in person. Programming will be livestreamed for the public on the Grammy Awards’ YouTube and Twitch channels.
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#GRAMMYsNextGen Party & Red Carpet
Date: Friday, Feb. 2
Red Carpet: 7:30 p.m. – 9:30 p.m.
Doors: 8 p.m.
This is the third annual #GRAMMYsNextGen Party for leading creators and professionals who are shaping the future of music, presented by Mastercard and Dyson. The party will feature live performances by first-time Grammy nominee Romy, as well as Blaqbonez, Cyanide Beats, and DJ Yasmin.
As guests arrive on the red carpet they will experience music amplified by Sonos, and enjoy photo opportunities, light bites, food trucks, and refreshments. Guests can visit the Mastercard Secret Garden and Bloom House Speakeasy to learn more about their Priceless Planet Coalition initiative. Dyson will provide an immersive listening experience, with opportunities to experience and capture content of the brand’s first audio technology, the Dyson Zone noise-cancelling headphones. In addition, Dyson styling stations will be available for on-site touch ups and hands-on access to its full range of haircare products.
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#GRAMMYsNextGen Ambassador Power Brunch
Date: Saturday, Feb. 3
Time: 1 p.m. – 3 p.m.
The Recording Academy will honor the 2024 Class of #GRAMMYsNextGen Ambassadors and Advisors with a private Power Brunch to celebrate the year’s successes. Sonos will celebrate their contributions by gifting the Era 300, its new spatial audio speaker.
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Academy Proud: Celebrating LGBTQIA+ Voices
Date: Saturday, Feb. 3
Time: 3 p.m. – 5 p.m.
In partnership with GLAAD and OUTLOUD, the Recording Academy is launching Academy Proud – a new initiative aiming to support and amplify LGBTQIA+ voices and drive queer representation at the Recording Academy and the music industry at large. The debut mixer will feature photo opportunities, a live DJ and remarks from leaders in the LGBTQIA+ community.
Source From: www.billboard.com
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