GRAMMYs Go Local
Academy partners with Hard Rock International, Verizon and USA Today for GRAMMY Viewing Parties
The Recording Academy has partnered with Hard Rock International, Verizon and USA Today to bring the excitement of Music's Biggest Night to Recording Academy members and musicians coast to coast. Regional Chapters of The Recording Academy will host, at Hard Rock Cafes in their respective cities, the newly revitalized GRAMMY Telecast Viewing Parties on Feb. 11 and will include live entertainment, food, drinks and special giveaways. GRAMMY Viewing Parties will bring the thrill and glamour of the world's premier music show directly to music enthusiasts in Chapter markets, including Atlanta; Chicago; Dallas; Hollywood, Fla.; Memphis, Tenn.; Nashville, Tenn.; New York; Philadelphia; San Francisco; Seattle and Washington, D.C.
"Our alliance with these key partners is an important step in increasing the excitement and raising the profile of our local GRAMMY Viewing Parties," said Recording Academy President Neil Portnow. "Their passion and commitment to the celebration of music makes this the perfect complement to our ambitious vision."
This marks the first time The Academy has partnered with a single venue to host its annual GRAMMY Telecast Viewing Parties nationally. Striving to bring consistency to the events, Hard Rock will provide a cohesive look and feel to the cross-country GRAMMY Parties and convey the feeling and excitement of the 49th Annual GRAMMY Awards. In addition to providing the venue, food and beverages, Hard Rock will also promote the telecast and parties within its cafes across the United States.
"We are honored and privileged to establish what we hope to be a long-term relationship with The Recording Academy," said Sean Dee, chief marketing officer of Hard Rock International. "We want to create unique experiences in our properties throughout the U.S., and there's no better way than the GRAMMY Viewing Parties to connect two unique music-loving audiences."
Additionally, to unify the viewing parties nationally, The Academy will increase the events' profile through its partnerships with Verizon and USA Today. Already the official broadband sponsor of the GRAMMY Awards, Verizon will provide additional activities in key markets for event production and talent and will showcase its broadband and entertainment technology. At Hard Rock Cafes where Verizon's all-fiber-optic network is available, Verizon will let party-goers experience FiOS TV, which offers more than 30 HD TV channels and FiOS Internet at speeds up to 50 Mpbs. USA Today will provide regional Viewing Party advertising in all 11 markets as well as a national sweepstakes, offering its readers a chance to go to the 49th Annual GRAMMY Awards in Los Angeles.
"As the official broadband sponsor of the GRAMMY Viewing Parties, we look forward to enhancing Music's Biggest Night using some of our latest products at each event," said Monte Beck, vice president of marketing operations and national sponsorships for Verizon.
"Knowing these events celebrate the extraordinary work of each Recording Academy Chapter in their respective communities, we are excited to join Hard Rock Cafe and Verizon as a sponsor of these national viewing parties," said Ed Cassidy, vice president of communications & event marketing for USA Today.
The 49th Annual GRAMMY Awards will take place on Sunday, Feb. 11, at Staples Center in Los Angeles and will be broadcast live on the CBS Television Network at 8 p.m. (ET/PT).