GRAMMY Live Kicks Off On Feb. 10

The Recording Academy, CBS team to offer multiscreen experience for events leading up to and throughout Music's Biggest Night
February 07, 2012 -- 3:50 am PST

For the third consecutive year, music fans worldwide will have unprecedented access to VIP and backstage events leading up to and throughout the 54th Annual GRAMMY Awards with GRAMMY Live, available on and

Beginning Friday, Feb. 10 at 2 p.m. PT, and running through Sunday, Feb. 12, GRAMMY Live will feature three days of exclusive live videos, blogging, tweets and retweets, as well as official news reports and entertaining updates from GRAMMY Live hosts Alison Haislip, Tai Beauchamp, Andrew Burnette, and John Norris. Behind-the-scenes GRAMMY cams will give the audience an insider's view into some of the most exclusive GRAMMY Week events, including the Social Media Rock Stars Summit; MusiCares Person of the Year tribute honoring Paul McCartney; Special Merit Awards Ceremony & Nominees Reception; Pre-GRAMMY Gala; as well as an exclusive live performance by Almost Kings, winners of's From Your Garage To GRAMMY Live contest.

On Sunday, Feb. 12, GRAMMY Live will kick off with the 54th Annual GRAMMY Awards red-carpet arrivals and the Pre-Telecast Ceremony, followed by the official GRAMMY Celebration after-party. Additional behind-the-scenes footage will offer viewers a "multiscreen" experience, complementing the CBS GRAMMY telecast with red-carpet coverage, backstage interviews, exclusive photo sessions with winners (with renowned photographer Danny Clinch), press room question-and-answer sessions, and past GRAMMY moments. Fans can check in to "GRAMMY Live" via GetGlue during the three-day webcast to unlock an exclusive sticker.

"We're giving music fans the ultimate GRAMMY experience this year through GRAMMY Live," said Evan Greene, Chief Marketing Officer for The Recording Academy. "We connect with music in very personal ways, and through shared, social experiences, fans are more eager than ever to support and follow their favorite artists in new and exciting ways."

"We're excited to be partnering with The Recording Academy to bring music fans this incredible multi-platform experience," said Marc DeBevoise, senior vice president and general manager of entertainment at CBS Interactive. "By making this program available in so many ways, we're catering to all music fans, giving them an exclusive virtual ticket to the biggest music event of the year on any device."

The GRAMMY Live mobile app, available now for iPad, iPhone and iPod touch users, offers users videos, news about GRAMMY nominees and presenters, and GRAMMY trivia. The app's interactive features include a "Guess the Winner" poll, where fans can cast their vote for who they think will win across 20 categories. The app also integrates comprehensive social media coverage of the event and lets users follow and reply to tweets from the official GRAMMY Twitter account, along with the Twitter accounts of many GRAMMY nominees this year. Additionally, users can access a live stream of GRAMMY nominees' music on GRAMMY Radio. The free app, sponsored by Target, is available for download in the App Store. Android-powered device users can download the The GRAMMYs mobile app from the Android Market. (The Android version of the GRAMMY app does not include GRAMMY Live and GRAMMY Radio.)

AEG Digital Media has returned for the third consecutive year to live stream the entire three days of GRAMMY Live. Using its feature-rich, multi camera angle Tremolo Player and the MC —  a new interactive polling app that allows viewers to answer trivia questions, participate in polls, and see interesting stats and announcements — online spectators will become participants as they watch their favorite performers arrive and vote for who is best dressed on Music's Biggest Night. To complement this, The Recording Academy will utilize new partner Mass Relevance's social curation platform to filter, moderate, and publish interactive social content into the GRAMMY Live and experience, delivering increased social engagement.

GRAMMY Live will once again leverage Akamai's global distribution HD network for live streaming and video on demand to power extensive live and on-demand streaming. Additionally, LiveU technology will be utilized, allowing live footage to stream without being "hard-wired." Thanks to mobile backpacks that bond wireless services together utilizing a LiveU proprietary antenna and HD-quality video transmission, spotty connectivity is overcome in low-coverage or congested areas.

The Recording Academy has also partnered with the most progressive online companies and leveraged the best of both open-source and proprietary technologies to deliver a cohesive, exciting and more enriching user experience for and, including Drupal, Lullabot, Ooyala, and Rackspace.

The 54th Annual GRAMMY Awards will take place live on Sunday, Feb. 12 at Staples Center in Los Angeles and will be broadcast live on the CBS Television Network from 8–11:30 p.m. ET/PT. 

Follow for our inside look at GRAMMY news, blogs, photos, videos, and of course nominees. Stay up to the minute with GRAMMY Live. Check out the GRAMMY legacy with GRAMMY Rewind. Keep track of this year's GRAMMY Week events, and explore this year's GRAMMY Fields. Or check out the collaborations at Re:Generation, presented by Hyundai Veloster. And join the conversation at Facebook, Twitter, and YouTube.

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