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Armani White Details How To Use Social Media To Shape Your Career In GRAMMY U Masterclass
Armana White speaks at the GRAMMY U Masterclass, Presented by Mastercard

Photo: Terence Rushin/Getty Images for the Recording Academy

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Armani White Details How To Use Social Media To Shape Your Career In GRAMMY U Masterclass

Rising rapper Armani White rocketed to fame via TikTok. During a GRAMMY U Masterclass Presented by Mastercard, White explained how to shape your career using social media: Know yourself, be yourself and stay hungry.

GRAMMYs/Dec 15, 2022 - 02:16 pm

TikTok famous: A phrase that didn't exist a few years ago can now be a golden ticket into the music industry. Today, a 15-second clip has the power to alter someone’s career and life.

Sometimes, going viral on social media is purely luck of the draw. Other times, it’s a very calculated and tactful business strategy that can be used to help the masses realize your full potential and maximize your success. For Philadelphia-born rising rapper Armani White, the latter has never been more true.

A now-viral TikTok of White and friends vibing in the studio to his new song "BILLIE EILISH." changed the trajectory of his career. Within several hours of being uploaded, the video reached two million views and has since surpassed 80 billion views.

White says that while he posted that TikTok in February 2022 for fun, he had no doubt that it would be something special. With his favorite mantra, "losers get lucky, winners do it again," on a loop in his head, White was able to turn what could’ve been a fleeting viral hit into a pivotal career move.

At the HBCU Love Tour in Atlanta this October, White advised students on how to use social media to take their careers to new heights. The discussion is part of the GRAMMY U Masterclass, Presented by Mastercard, and was moderated by musician, actress, and Recording Academy Atlanta Chapter Board member Kat Graham. Read on for GRAMMY U's takeaways from Armani White's masterclass. 

It’s Not About Making "TikTok Music," It’s About Making Music That Feels Genuine 

Armani White compared the process of being an actor to what it is like to be a musical artist. Actors are constantly having to audition, and one role in a movie or TV show doesn’t necessarily lead to a lasting career. Similarly, one hit song doesn’t immediately make a substantial career for an artist. 

The goal isn’t to make a song that will go viral, White continued, noting that he makes music that speaks to his character and experiences. The viral TikTok of White and crew blasting "BILLIE EILISH." over the studio's speakers and goofing off was raw, pure, and true to who he is. This genuine glance behind the curtain is what made his audience feel connected. 

Pay Attention To Audience Reactions

Both White and Graham noted that social media can create an overwhelming feeling of comparison. White's advice? Rather than focusing on the number of views other videos are getting, focus on your own analytics. 

The rapper said he will dissect a video that has been more successful than others and try to pinpoint what it is about that video that gained traction. Look to see what you did differently in each video and what the outcome was based on that tactic. Then, try to recreate it.

First, Know Who You Are

Even before the attention and opportunity that followed his TikTok, White knew who he was and wanted to be. He advised the audience to refrain from creating a persona that people want to see — that won’t get you far, and you’ll be chained to that version of you. 

Instead, know who you are and stick with it. That certainty will allow others to understand your unique perspective and experiences, and will ultimately move you further along in your career. White decided who he was and implements that into every record he creates, whether by himself or in collaboration with others. 

"Stay Down, Stay Hungry, Stay Determined"

Though White now has the career he always dreamed of, it wasn’t handed to him on a silver platter. He had to work hard, be patient and remain optimistic when things weren’t going as he had hoped. Even with the popularity of his original TikTok, he had more steps to climb to get the song to where it is now. 

White’s first obstacle was finding a way to get the sample he used from N.O.R.E’s song "Nothin'" cleared for use. This is not a task that can be accomplished overnight, and the waiting process can be brutal. He decided the best way to go about this was to get his fans involved. 

White encouraged his fans to use "Nothin'" as much as they could in their videos. As trends surrounding the song started rising up, it became clear that people weren’t losing interest in it. The TikTok sound of his song even made its way onto the “for you” page of Billie Eilish, who reposted a video using the sound. This solidified that everyone, including Eilish herself, were supporting not only the song itself, but Armani White as an artist. 

White also spoke about life before "BILLIE EILISH." went viral and the struggles he went through. White says that through it all, he kept reminding himself, If I can get there, it’ll be worth it. He is now proud to have an encouraging story for artists to look at and remember that if you stay motivated, your wildest dreams are possible.

Graham echoed these sentiments, adding "Everyone has a unique journey…You gotta really look at yourself and know you have your own journey. Stay humble, hardworking, do the work, and you might just end up on this stage."

The full GRAMMY U Masterclass with Armani White, Presented by Mastercard, is available to stream now. Click the video below to hear more on the advice White and Graham share and the full story behind White's success.

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Press Play On GRAMMY U Mixtape: Island Vibes Monthly Member Playlist

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Press Play On GRAMMY U Mixtape: Island Vibes Monthly Member Playlist

The GRAMMY U Mixtape is a monthly, genre-spanning playlist of new tunes from our members. While many of these artists aren't from island nations, their music will transport you to relaxing on the beach then dancing under a warm night's sky.

GRAMMYs/Mar 11, 2024 - 06:39 pm

Did you know that among all GRAMMY U members, songwriting and performance are some of the most sought after fields of study? This playlist dedicates a space to hear what these members are creating today!

The GRAMMY U Mixtape, now available for your listening pleasure, highlights the creations and fresh ideas that members are bringing to this industry directly on the Recording Academy's Spotify, Apple Music, and Amazon Music pages. Our goal is to celebrate GRAMMY U members, as well as the time and effort they put into making original music — from the songwriting process to the final production of the track.

Each month, we accept submissions and feature 15 to 25 songs that match each month’s theme. This month, we’ve crafted the perfect mix of lively songs that will put you in an island state of mind. And while many of these artists aren't from island nations, their music is sure to transport you — whether it's to a relaxing beach or dancing under a warm night's sky. So, what’s stopping you? Press play on GRAMMY U’s Mixtape and listen now on Spotify, Apple Music and Amazon Music.

Want to be featured on the next playlist? Submit your songs today! We are currently accepting submissions for songs of all genres for consideration for our April playlist. Whether you write pop, rock, hip-hop, jazz, or classical, we want to hear from you. Music must be written and/or produced by the member (an original song) and you must be able to submit a Spotify, Apple Music and/or Amazon Music link to the song. Artists must be a GRAMMY U member to submit.

About GRAMMY U:

GRAMMY U is a program that connects aspiring professionals and creatives ages 18-29 with the music industry's brightest and most talented minds. We provide a community for emerging professionals and creatives in addition to various opportunities and tools necessary to start a career in music. Throughout the program year, events and initiatives touch on all facets of the industry, including business, technology, and the creative process.

As part of the Recording Academy's mission to ensure the recorded arts remain a thriving part of our shared cultural heritage, GRAMMY U establishes the necessary foundation for music’s next generation to flourish.

Not a member, but want to submit to our playlist? Apply for GRAMMY U Membership here.

Former GRAMMY U Reps Heather Howard and Sophie Griffiths contributed to this article.

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GRAMMY U Reps Experience GRAMMY Week Like Never Before Thanks To The Recording Academy & United Airlines
GRAMMY U Reps and staff walk the red carpet at the 2024 GRAMMYs

Photo: Andrew Sankovich

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GRAMMY U Reps Experience GRAMMY Week Like Never Before Thanks To The Recording Academy & United Airlines

United Airlines flew the GRAMMY U Representatives out to L.A. for an unforgettable 2024 GRAMMY Week. The trip provided significant professional development in music, and the Reps savored every moment. Take a look at the GRAMMY U Reps’ inspirational week.

GRAMMYs/Feb 22, 2024 - 10:38 pm

Thanks to United Airlines' partnership with the Recording Academy, the students traveled from all over the country to Los Angeles and met in person for the first time. In past years, GRAMMY U Reps have only been able to attend a few select events in addition to the GRAMMY Awards on Sunday. But because of United Airlines, these National and Chapter Reps were able to experience the music industry’s most exhilarating week.

Come with the GRAMMY U Reps as they experience Music’s Biggest Night, behind-the-scenes tours, and events highlighting various initiatives within the music industry during GRAMMY Week 2024. Learn how to apply to GRAMMY U here.

Tuesday: Travel Day

The GRAMMY U group chat was exploding with excited messages as we arrived at the airport early Tuesday morning. Each Rep was about to meet their co-workers — many of whom had only connected virtually — and gain the experience of a lifetime. 

United flew all 14 Reps to Los Angeles with exceptional timing, service, and care — even though we were traveling to work at GRAMMY Week, it felt like we were getting celebrity treatment. Once we touched down in L.A., we ran to the United baggage claim to hug our friends and capture the experience to share with fellow GRAMMY U members.

Philly Rep Tamara Tondreau and Nashville Rep Della Anderson┃GRAMMY U

Philly Rep Tamara Tondreau and Nashville Rep Della Anderson┃GRAMMY U

After grabbing lunch near our hotel in downtown L.A., we made it to the Recording Academy Los Angeles Chapter Office in Santa Monica for our first in-person team meeting. Sporting new custom GRAMMY U jackets, T-shirts, and hats, we prepared for our signature GRAMMY Week event, a Masterclass with actress/GRAMMY-nominated R&B artist Halle Bailey

Reps were briefed on plans for the week, then took an office tour where we spotted multiple golden gramophones. Since we work remotely year-round, this was our first time getting to see where all the magic happens.

Wednesday: Behind-The-Scenes & Behind The Music

On Wednesday, we were up bright and early to explore the Crypto.com Arena and learn about the behind-the-scenes preparation it takes to host the GRAMMY Awards each year. 

Jody Kolozsvari, Associate Producer of the GRAMMYs and a GRAMMY U alum, guided us around the arena. He also introduced us to the incredible audio, mixing, communications, and production teams as well as Recording Academy CEO Harvey Mason Jr

"Walking intoCrypto.com Arena and seeing the GRAMMY stage being built was a very surreal moment," said Sara Hudson, GRAMMY U's New York Chapter Rep. "Meeting so many of the people behind the show and witnessing the hard work that is put into producing the GRAMMY Awards made my passion for working in live music grow even more."

Later that night, Philadelphia Chapter Rep Tamara Tondreau and Los Angeles Chapter Rep Jade Bacon worked as GRAMMY U press at the A Celebration of Craft event, a collaboration between the Recording Academy Producers and Engineers Wing and Songwriters and Composers Wing. This was the very first time GRAMMY U Reps were invited to this exclusive event; Tamara, a songwriter herself, called this event "unforgettable."

"Since songwriting sparked my interest in the music industry, it was inspiring to be in the room with so many talented creatives," Tamara says. "Networking with professionals who hold multiple roles in the industry encouraged me and reaffirmed my goal of maintaining both business and creative aspects in my career."

Thursday: Fostering Community & Culture

Hosted at GRAMMY House, Thursday morning started with a beautiful luncheon at the inaugural A Celebration of Women in the Mix. This event made space for women in the music industry to gather and support one another, recognizing all of the strides made in a male-dominated field. 

Twelve of the 14 Reps identify as women, and this was a special moment to meet some of the industry leaders that we look up to as role models. Networking with female artists, managers, and producers who are laying the groundwork for our generation was a powerful moment we will never forget.

After delivering the keynote speech, Ty Stiklorius, the founder of management company Friends at Work, spoke with some of the GRAMMY U Reps.

"Having a conversation with such an established female in the music industry was incredibly inspiring," says Memphis Rep. Shannon Conte. "After this moment of mentorship and encouragement, I left the event feeling much more confident in my ability to one day succeed in becoming an artist manager."

Dressing up in our finest suits and gowns, we hit the town to attend the exclusive Black Music Collective’s 2024 Recording Academy Honors event, where legends Mariah Carey and Lenny Kravitz accepted Global Impact Awards. Sitting in the same room as these superstars was awe-inspiring, and it was an honor to see how the Black community was celebrated during GRAMMY Week.

GRAMMY U Reps Shaneel Young, Jade Bacon, and Chloe Sarmiento hosted interviews for our social media, highlighting the fashion of dozens of high-profile attendees including Adam Blackstone, Jordin Sparks, Flavor Flav, and Erica Campbell as they walked the signature black carpet. The excitement of the press line on the black carpet provided Reps with first-hand experience of what a career in press and publicity could look like. 

GRAMMY U DC Rep Shaneel Young aspires to work in music marketing. "Interviewing some of the most influential people in the industry about my passions: music, fashion, and culture, will be a moment I remember for the rest of my career," she reflects.

Reps at Black Music Collective’s Recording Academy Honors┃GRAMMY U

Reps at Black Music Collective’s Recording Academy Honors┃GRAMMY U

These two spectacular events immersed us in the initiatives the Recording Academy has implemented to celebrate diversity and representation in music, and we are so honored to be a part of the company’s continued mission.

Friday: Work Hard, Play Hard

After months spent planning our signature GRAMMY Week event, the GRAMMY U Masterclass with Halle Bailey, presented by Mastercard, we finally saw the fruits of our labor come to life. This year, we welcomed over 500 attendees in person, with members from every Chapter flying in to experience the event together at GRAMMY House.

GRAMMY U PNW Rep Chloe Sarmiento worked as talent lead and interacted directly with Halle Bailey and her team. "It was incredibly fulfilling to see the event come together on-site in Los Angeles after weeks of working on it from home," Chloe says. "Halle and her team were so great to work with, and I couldn’t have asked for a better speaker for the Masterclass!"

Working with experienced Recording Academy staff onsite further enlightened us about all things event production. From talent handling and partnerships to working radios and managing the stage, we were excited to execute a large-scale event with all of the Reps at GRAMMY House.

After a successful Masterclass, the Reps split up for the evening to conquer even more GRAMMY Week events. Half the group went to the #GRAMMYsNextGen party to spread the word about membership, host a photobooth, and interact with influencers and emerging performers. We met hip-hop duo Flyana Boss, and some of our other celebrity sightings included Laura Marano and Milo Manheim. It was inspiring to see other young professionals who have established themselves in the entertainment industry so early in their careers.

Mastercard surprised us with an entire seated table at the exclusive MusiCares Person Of The Year Gala honoring Jon Bon Jovi. It was an outstanding evening honoring the rock icon and the many ways he has given back to the music community. Following a live auction, Brandy Clark, Lainey Wilson, Jelly Roll, Shania Twain, and others performed some of Bon Jovi’s biggest hits — Bon Jovi even graced the stage with Bruce Springsteen for a special rendition of "Who Says You Can’t Go Home." 

The Reps were incredibly grateful to United and Mastercard for granting us the opportunity to witness these exclusive live performances. To see the music community come together to honor a legend while giving back and furthering the mission of MusiCares is a heartwarming aspect of the music industry we don’t get to witness every day.

Reps with Sabrina Carpenter at the Person of the Year Gala┃GRAMMY U

Reps with Sabrina Carpenter at the Person of the Year Gala┃GRAMMY U

GRAMMY U Chicago Rep Rachel Owen was one of the lucky attendees able to watch the thrilling performances while mingling in the crowd with other musicians like Sabrina Carpenter and David Archuleta.

"To even be in the same room as Shania Twain is an honor, she’s timeless and more exquisite than I could've even imagined," Owen says. "To see her perform live to Jon Bon Jovi is the type of moment you just never take for granted."

Saturday: Divide & Conquer

Saturday was jam-packed with events. Back again at GRAMMY House, a group of Reps attended the Best New Artist Spotlight, where nominees discussed their breakthrough years and what it means to be considered a "new artist." From upstarts Ice Spice and Gracie Abrams to the long musical journey of Victoria Monét, The War and Treaty, and Jelly Roll, these diverse perspectives all stressed that each person has a unique career timeline and reminded us as students to practice perseverance and patience as we navigate this industry. 

Various Reps continued at GRAMMY House, some working as press at the #GRAMMYsNextGen Ambassador Power Brunch and the first-ever Academy Proud event, celebrating LGBTQIA+ voices.

A handful of us worked as GRAMMY U press at the Special Merit Awards ceremony and subsequent celebration. Being a part of these exclusive events and witnessing historic moments like the presentation of Lifetime Achievement Awards was truly impactful. We interviewed nominees at the celebration, including boygenius engineer Owen Lantz (the supergroup would win their first three GRAMMYs the very next day.)

Hundreds of nominees attended the Special Merit Awards and Celebration, proudly displaying their blue medallions and glowing as they took their official GRAMMY nominee photos; the hopeful and energetic spirit of the event fueled our drive to succeed in this industry even more.

Sunday: And The GRAMMY Goes To…

Sunday morning was the day everyone had all been waiting for: the 66th GRAMMY Awards! After getting our glam on, the GRAMMY U Reps got to walk the red carpet for the first time ever. We took tons of photos and videos to commemorate this special moment and share our experience with friends and family.

While most of the Reps were posing on the carpet, Pierson, Jasmine, Rachel, and Chloe had the honor of being trophy presenters during the GRAMMY Premiere Ceremony. This was the first time GRAMMY U Reps from across the country were given the honor of being up close and personal during artists' career-defining moments.

Reps on the GRAMMYs Red Carpet┃Andrew Sankovich

Reps on the GRAMMYs Red Carpet┃Andrew Sankovich 

Moving into Crypto.com Arena to be seated for the telecast portion of the evening, the GRAMMY U Reps were ecstatic to watch the ceremony in person. As legends like Joni Mitchell, Billy Joel, Tracy Chapman, and Stevie Wonder blazed on stage, all the Reps were singing and dancing along, thrilled to be a part of Music’s Biggest Night. Phenomenal performances from nominees SZA, Billie Eilish, Olivia Rodrigo, Dua Lipa, Miley Cyrus, and Luke Combs were equally captivating. 

Witnessing the live telecast after experiencing so much behind-the-scenes production exemplified how rewarding the music industry can be, and how prestigious winning a GRAMMY truly is. The quiet suspense before a winner was announced and the roars that followed created a rollercoaster of emotions that took our breath away.

Immediately afterward, we were off to enjoy the official GRAMMYs After-Party  — and not even the constant showers could not rain on our parade. The Reps hit the dancefloor as soon as NE-YO took the stage, and hearing "Time of Our Lives" felt especially relatable. 

As we headed back home on our United flights, we reflected on an exhilarating GRAMMY Week. Not only were we able to be part of exclusive events, but we also interacted with artists, learned from experts, and grew exponentially. Experiencing these moments with the other Reps brought our team closer, while meeting members and peers showed the expansive community GRAMMY U is cultivating. 

Because of United, we witnessed all the Recording Academy does for the music industry. After GRAMMY Week, we feel more inspired and empowered than ever to lead the next generation of the music industry.

With additional reporting from Pierson Livingston.

2024 GRAMMYs: See The Full Winners & Nominees List

I Was A Trophy Holder At The 2024 GRAMMYs Premiere Ceremony
GRAMMY U Representative Rachel Owen

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I Was A Trophy Holder At The 2024 GRAMMYs Premiere Ceremony

During the 66th GRAMMY Awards Premiere Ceremony, four GRAMMY U Representatives presented golden gramophones to Billie Eilish, boygenius, Tyla, and others. Read on to learn how GRAMMY U Reps were able to grace the stage on Music's Biggest Night.

GRAMMYs/Feb 8, 2024 - 07:33 pm

From lighting technicians to audio engineers to writers, hundreds of people make the GRAMMYs possible. Whether these professionals are on stage or working behind the curtain, all of these vital roles help produce Music’s Biggest Night.

Another vital role on GRAMMY night is that of trophy holder, where one is tasked with bringing out the physical golden gramphones and winner envelopes to presenters. Trophy holders then usher the award recipient off the stage after their speech. Representatives from GRAMMY U’s Atlanta (Jasmine Gordon), Texas (Pierson Livingston), Pacific Northwest (Chloe Sarmiento), and Chicago (Rachel Owen) Chapters were selected to be trophy holders at the 2024 GRAMMYs Premiere Ceremony, and went behind the scenes.

The real preparation actually commences before the show lands on screens back home. Prior to GRAMMY Sunday, the four representatives visited the Peacock Theater to get the rundown on stage positions, proper handling of the GRAMMY Award, proper attire for the event, and various other subtle details that would normally go unnoticed.

On the day of the show, trophy holders arrived for their 10 a.m. call time, receiving a final rehearsal of the show with the backing music and stage lights. Post-rehearsal, they headed into hair and makeup for final touch-ups to become camera-ready. From then, focus shifts to getting into place and calming restless nerves before the show kicks off at noon.

"At first there were so many nerves taking over my body," said Jasmine Gordon, Atlanta Chapter Rep. "But, as soon as I walked on stage there was a rush of excitement and happiness that took over."

This year, following an opening performance from Pentatonix, Jordin Sparks, Larkin Poe, J. Ivy, and Sheila E., host Justin Tranter introduced the GRAMMY U Representatives as they lined up on the stage. From there, the show commenced and winners were announced.

Before trophy holders take the stage, the envelopes are meticulously triple-checked to make sure they are representing the right category and a GRAMMY is placed in their hands. The envelope is given to the presenter to announce the winner. 

As the audience applauds and the winner makes their way to the stage from their seat, the presenter trades the envelope for the golden gramophone which they give to the winner. While the trophy holder typically stands in the shadows to the side of a presenter like Jimmy Jam or Natalia Lafourcade, they occupy a very important and visible place on the GRAMMY stage.

After an approximately 45-second acceptance speech, trophy holders escort the winner backstage for photos and media.  The trophy holders rinsed and repeated that routine dozens of times,handing off golden gramophones and escorting artists such as Billie Eilish, boygenius, and Tyla

Chicago GRAMMY U Rep Rachel Owen shared that one of her favorite moments included being on the side stage, standing right next to music icon Joni Mitchell when she won the GRAMMY for Best Folk Album.

"I’ll never ever forget the moment Joni Mitchell won for Best Folk Album. Everyone was cheering her on and she just got so happy, I feel so lucky to have witnessed that moment," Owen says. "I hadn’t realized before how close I would be to the winners; it was a great surprise."

Reflecting on the ceremony, the GRAMMY U Representatives shared how surreal the entire experience was for them and their professional development.

"Being right with artists as they win or right after they won was such a surreal experience," says Owen. "The overwhelming joy I got to witness from so many artists was contagious, I simply had an amazing time."

Rewatch The 2024 GRAMMYs Premiere Ceremony In Full: Featuring Performances From Pentatonix, Jordin Sparks, Robert Glasper, Brandy Clark, Laufey & Many More

Go Behind The Scenes At The 2024 GRAMMYs: A Tour With GRAMMY U
GRAMMYs U Reps with Recording Academy President, Harvey Mason jr.

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Go Behind The Scenes At The 2024 GRAMMYs: A Tour With GRAMMY U

Ahead of the 66th GRAMMY Awards on Sunday, Feb. 4, watch an exclusive tour inside the Crypto.com Arena. Join the GRAMMY U Representatives to learn how hundreds of staff and crew members are working to produce Music’s Biggest Night.

GRAMMYs/Feb 3, 2024 - 06:40 am

Just days before the 2024 GRAMMYs, GRAMMY U Representatives took a behind-the-scenes production tour of the Crypto.com Arena to see what it takes to run a show like Music’s Biggest Night.

Located in the heart of downtown L.A., the Crypto.com Arena has been the home of the GRAMMY Awards since 2000, and will again be host to the 66th GRAMMY Awards on Sunday, Feb. 4. Over 13,000 people are set to attend, and a crew of more than 3,500 people have been working for months behind the curtain to prepare a night of electric performances.

The exclusive tour started with a dissection of all things production as Jody Kolozsvari — Associate Producer of the GRAMMYs and a GRAMMY U alum — took the RepsU around the venue to learn from a few of the crew members.

Next, Jenna Lizerbram, manager of the Recording Academy's Entertainment & Consumer Division, took the Representatives around the Recording Academy side of productions. The team shared all things GRAMMY Sunday, including a glimpse at the media center for winners and press. Recording Academy CEO Harvey Mason Jr., made a surprise appearance on the tour, and took time to share industry insights, offer career advice, and welcome GRAMMY U Reps to the music family that is the Recording Academy. 

Press play on the video above for a special look at the main production room, loading docks, and the arena stage ahead of Music's Biggest Night. From the producers who control every sound you hear to the writers who assure that the show’s transitions run smoothly, it's easy to see how each detail matters.

The 2024 GRAMMY Awards will broadcast live on the CBS Television network and stream live and on-demand on Paramount + at 8 p.m. ET / 5 p.m. PT.

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