RECAP: GRAMMY Awards Week at GRAMMY House

The Recording Academy^®’s GRAMMY^® House returned for a second consecutive year for music makers, culture creators and rising industry leaders to participate in three program-packed days leading up to the 66th Annual GRAMMY Awards^® that aired on Sunday February 4, 2024 on CBS and Paramount+.

I was invited to attend this year’s GRAMMY House which was sponsored by Mastercard. I am still a co-hort on Beyoncé’s BLACK PARADE ROUTE part of the BeyGOOD Foundation’s extension program managed by Our Village United. Mastercard’s Digital Doors program allowed me to the dots between this major corporation’s small business and community impact departments. Since I play in so many different sectors throughout the sports and entertainment industry, I continue to realize how Public Relations brings various audiences together when others may not see the comprehensive relationships. The daily events at the GRAMMY House were full of surprises and since I was enjoying the moment in real time, it wasn’t until SZA’s GRAMMYs live performance that I realized the full scope of Mastercard’s involvement.

The immersive experience that was the GRAMMY House ran from Thurs, Feb. 1, 2024, to Sat, Feb. 3, 2024, in downtown Los Angeles. As a longtime sponsor of the GRAMMY Awards, Mastercard proved its commitment to connecting consumers to their passion for music and continued to be a dedicated supporter of the music industry, artists, fans as well as programs for emerging artists.

“I am so excited for this second installment of GRAMMY House,” said Harvey Mason jr., CEO of the Recording Academy. “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.”

The dynamic GRAMMY Week destination was carefully curated to honor and inspire a diverse community of music creators and professionals. Programming kicked off with a celebration of Women In The Mix^® and continued with an independent music panel, an emerging artist showcase, a GRAMMY U^® Masterclass presented by Mastercard, and the third annual #GRAMMYsNextGen party which I was able to attend.

As I was leaving the GRAMMYsNextGen party, I received a last-minute, exclusive invitation back to the GRAMMY House for a fire side chat featuring Best New Artist nominees Gracie Abrams, Ice Spice, Jelly Roll,Coco Jones, Noah Kahan, Victoria Monet, and The War and Treaty who were all at GRAMMY House for the Recording Academy’s inaugural Best New Artist Spotlight.

#GRAMMYsNextGen Party & Red Carpet
The third annual #GRAMMYsNextGen Party for leading creators and professionals who are shaping the future of music, was presented by Mastercard and Dyson. The party featured live performances by first-time GRAMMY nominee Romy, Blaqbonez, Cyanide Beats, and DJ Yasmin. As guests arrived on the red carpet we experienced music amplified by Sonos, and enjoyed photo opportunities, light bites, food trucks, and refreshments. I also visited the Mastercard Secret Garden and Bloom House Speakeasy to learn more about their Priceless Planet Coalition initiative. Little did I know yet came to realize that the Secret Garden I was playing around in was the same set design created for SZA’s debut of her new song “Saturn” which was performed during the awards ceremony.

@lilabrownv2 🧝🏾‍♀️🧚🏾‍♀️ Come to find out this whole time I was playing around in #SZA #SecretGarden sponsored by @Mastercard who supported the debut of her new song “Saturn” along with @Lyft which she debuted at this year’s #GRAMMYs @Recording Academy ••• The special performance, from the #GrammyHouse presented by Mastercard, features SZA descending from a vine into an enchanted forest while singing “Saturn,” which will reportedly appear on her forthcoming SOS deluxe album dubbed LANA. The ad was filmed for Mastercard’s Priceless Planet Coalition promoting forest restoration. “We’re a force of nature when we come together. That’s why I’m supporting Mastercard on their mission to restore forests around the globe. Join me,” she says at the end of the ad. SZA, who performed her hit songs “Kill Bill” and Snooze” at the Grammys, was the most nominated artist at the 66th annual Grammy Awards with nine nods. She took home three Grammys, including best pop duo/group performance, best progressive R&B album and best R&B song! #music #Hollywood #advertising #marketing #brandedcontent #musicvideo #dance #MotherNature ♬ SZA SATURN Grammys Performance Music Video – LilaBrownv2

Additional Participating Sponsors:

• • Smirnoff will be on hand with specialty bars serving specialty cocktails and its new Smirnoff SMASH vodka soda cans.
  • CELSIUS^® will provide Essential Energy to all attendees through their Cosmic Vibe activation.
  • FIJI Water will keep guests hydrated with Earth’s Finest Water^® in their 500mL and 330mL bottles, made from 100% recycled plastic (rPET). *Bottle Only

@lilabrownv2 @Lila Brown takes you inside the #GRAMMYHouse ••• The @Recording Academy #GRAMMY House is returning for a second consecutive year for music makers, culture creators and rising industry leaders to participate in three program-packed days leading up to the 66th Annual GRAMMY Awards® airing Sun, Feb. 4 on CBS and Paramount+. GRAMMY House is presented by Mastercard and runs from Thurs, Feb. 1, 2024, to Sat, Feb. 3, 2024, in Los Angeles. As a longtime sponsor of the #GRAMMYs, Mastercard is committed to connecting consumers to their passion for music and continues to be a dedicated supporter of the music industry, artists, fans as well as programs for emerging artists. 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, 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 a pure, immersive listening experience, with opportunities to trial 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 technology. #Hollywood #music #party ♬ Newhit – MR. $KS

About Post Author

Lady Lila Brown

Lila Brown is an exceptional Public Relations professional, Olympic Sports Agent and freelance Multimedia Journalist located in Los Angeles, California.

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