MUMBAI: US broadcaster CBS and The Recording Academy have announced the launch of Grammy Live on Grammy.com and CBS.com, beginning 10 February.
The Grammy Live Mobile App, available now for iPad, iPhone and iPod touch users, provides a complete backstage pass to Music’s Biggest Night(R). For the third year in a row, music fans worldwide will have unprecedented access to all the VIP and backstage events leading up to and throughout the 54th Annual Grammy Awards, airing 12 February on the CBS Television Network.
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Running through 12 February, Grammy Live will feature three days of exclusive live videos, blogging, tweets and re-tweets, as well as official news reports and entertaining updates from Grammy Live hosts Alison Haislip, Drew Hinze and John Norris. Exclusive behind-the-scenes Grammy cams will give the audience an insider’s view into some of the hottest Grammy Week events, including the Social Media Rock Stars Summit, the MusiCares(R) Person of the Year Tribute honoring Paul McCartney, the Special Merit Awards Ceremony & Nominees Reception, the Pre-Grammy Gala, as well as an exclusive live performance from Almost Kings, winners of CBS.com’s “From Your Garage to Grammy Live” contest.
On 12 February, Grammy Live will kick off with the 54th Annual Grammy Awards red carpet arrivals, the Pre-Telecast Ceremony and the official Grammy Celebration after-party. Additional behind-the-scenes footage will offer viewers a “dual-screen” 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.
The Recording Academy CMO Evan Greene said, “We’re giving music fans the ultimate Grammy experience this year through Grammy Live. 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.”
CBS Interactive senior VP, GM of Entertainment Marc DeBevoise said, “We’re excited to be partnering with The Recording Academy to bring music fans this incredible multi-platform experience. 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.”
Mobile users will also be able to view Grammy Live by downloading the new Grammy Live mobile app, which offers videos, news about Grammy nominees and presenters, and Grammy history 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 coveted 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 (@TheGRAMMYs), along with the Twitter accounts of many Grammy contenders this year. Additionally, users can access a live stream of music from Grammy nominees on Grammy Radio. The free app, developed in partnership with Trailer Park and sponsored by Target, is available to download on the App Store.
