The Recording Academy and CBS are launching GRAMMY Live, bringing music aficionados around the globe three-days of unprecedented, multiplatform access to all the
VIP and backstage events leading up to and throughout the 55th Annual GRAMMY
GRAMMY Live will begin today at 2p.m. PT, at GRAMMY.com,
CBS.com and on the GRAMMY Live mobile apps for iOS and AndroidTM, and
continue through the live telecast on Sunday, February 10.
Among the highlights will be getting to watch celebrities walk the red carpet for Friday’s MusiCares Person of the Year tribute honouring Bruce Springsteen and featuring performances from the likes of Elton, Jackson Browne, Emmylou Harris and Patti Smith.
One can also receive an insiders’ view of the nominees’ reception Saturday and the official Grammy after-party Sunday.
These digital efforts the most ambitious to date by CBS and the Recording Academy, with more than 22 hours of programming spanning 10 events aim to help build anticipation for the awards show (at which Elton will perform with Ed Sheeran and with others in a Levon Helm homage) and keep viewers engaged throughout the broadcast.
“When it comes to tent-pole events like the Grammys, true fans have an insatiable appetite for content, and for connections with each other around the content,” CBS Interactive President Jim Lanzone declared. “What we’re learning is, ‘If we build it, they will come.'”