Making Music Magic: The Grammy Awards and Their Sponsors

Buzz-Worthy Moments with the Biggest Stars in Music

From Album of the Year to Best Country Solo Performance, there were plenty of winners at this year's Grammy awards show. But more than rewarding talent, the Grammy Awards provides brands an amazing opportunity for brand partnerships.

Through collaborations with artists, sponsorships agreements and various media integrations, companies have a safe haven for partnership campaigns that goes well beyond product placement. In this blog, Hollywood Branded shares insights on brand partnerships with the Grammy Awards, the biggest music event of the year and a fantastic opportunity for brands to partner with some of the top artists in the industry.

The Stars Align for the Annual Grammy Awards

Did you get a chance to tune in to the Grammy's? Trevor Noah did a great job keeping the pace going, the joke's flying, and even made Harry Styles blush.  The producers tried to raise engagement by bringing 1 mega fan for each Album of the Year nominee to become part of the show and make it more relatable. It wasn't cringey and they chose fans with really great personalities.

Brands associated with the Grammys get naturally aligned with some of the biggest artists in music including Billie Eilish, Taylor Swift, Ariana Grande, Post Malone, Bad Bunny, Khalid, Drake, Justin Bieber, Shawn Mendes, Ed Sheeran, Cardi B and Lady Gaga - who have all won awards in recent years.

The Grammy's This Year

Beyoncé made history, becoming the Grammy Awards' biggest winner of all time after winning four awards and a career total of 32.  Harry Styles took the most favored award home with album of the year for “Harry’s House,” Sam Smith and Kim Petras won for their single “Unholy” and Willie Nelson best country album. Lizzo who was just so darn excited won record of the year and best remixed recording for “About Damn Time”, while Bonnie Raitt took home song of the year for “Just Like That.”

Beyoncé led this year's nominations with nine nods closely followed by Kendrick Lamar with eight nominations, Adele and Brandi Carlile both had seven. Future, Styles, Mary J. Blige, DJ Khaled and Randy Merrill all had six each with Bad Bunny making a splash as being the first Latin artist to be up for album of the year with his single “Un Verano Sin Ti.” The world watched in awe as Beyoncé made an unrivaled impact at this year's awards show and left behind an unforgettable mark which will no doubt remain forever in Grammys history.

If you want to be more in the know, here's the short list of winners for top awards:

• Album of the Year - “Harry’s House,” Harry Styles
• Record of the Year - “About Damn Time,” Lizzo 
• Song of the Year - “Just Like That,” Bonnie Raitt,
• Best New Artist - Samara Joy
• Best Pop Solo Performance - “Easy on Me,” Adele 
• Best Pop Duo or Group Performance - “Unholy,” Sam Smith and Kim Petras 
• Best Traditional Pop Vocal Album - “Higher,” Michael Bublé 
• Best Pop Vocal Album - “Harry’s House,” Harry Styles
• Best Dance/Electric Recording - “Break My Soul,” Beyoncé
• Best Dance/Electronic Music Album - “Renaissance,” Beyoncé 
• Best Rap Album - “Mr. Morale & the Big Steppers,” Kendrick Lamar 
• Best Rap Performance - “The Heart Part 5,” Kendrick Lamar 
• Best Latin Pop Album - “Pasieros,” Rubén Blades and Boca Livre 
• Best Musica Urbana Album - “Un Verano Sin Ti,” Bad Bunny 
• Best Alternative Music Album - “Wet Leg,” Wet Leg 
• Best Traditional R&B Performance - “Plastic Off the Sofa,” Beyoncé 
• Best R&B Song - “Cuff It,” Beyoncé 
• Best R&B Album - “Black Radio III,” Robert Glasper 
• Best Country Solo Performance - “Live Forever,” Willie Nelson 
• Best Country Duo or Group Performance - “Never Wanted to Be That Girl,” Carly Pearce and Ashley McBryde 
• Best Country Album - “A Beautiful Time,” Willie Nelson 
• Best Rock Performance - “Broken Horses,” Brandi Carlie 
• Best Rock Album - “Patient Number 9,” Ozzy Osbourne 
• Best Comedy Album - “The Closer,” Dave Chappelle 
• Best Compilation Soundtrack for Visual Media - “Encanto,” Various Artists 

A Safe Haven For Brand Partners

The Grammy Awards, one of the biggest music events of the year, has attracted numerous brands looking to associate themselves with the prestige and glamour of the awards show. Sponsorship can take many forms, from in-show integrations to co-branded promotional campaigns, and each year, a number of brands are involved in various ways.

The official sponsors of the Grammy Awards are Mastercard, American Airlines, Procter & Gamble, Recording Academy’s Corporate Partner Program (including Big Machine Label Group, Concord Music Group, Hollywood Records, Interscope Geffen A&M Records, Live Nation Entertainment and Republic Records), Absolut Vodka, OREO Cookies and Honda.

The cost of brand sponsorships for the Grammy Awards varies from sponsor to sponsor. According to The Wrap, Mastercard has spent $50 million annually on its sponsorship - including a memorable tribute to Prince in 2018 - while Procter & Gamble spent an estimated $10 million on its partnership with the show. Meanwhile, American Airlines is believed to have paid upwards of $15 million for its multiyear partnership with the Grammys.  

Most of these costs are dedicated to tremendous media spends funneling : 30-second branded spots around the show, as well as producing additional branded content. 

These mega-corporate deals are very much in the vein of naming rights for stadiums that many brands also do.  The elevated event, the global focus - all serve to provide a tremendous return on investment and money-can't-buy association with the best of the best artists and Hollywood trendsetters.

Brand Partners

The Grammy Awards, or simply the Grammys, are awarded annually by the Recording Academy, which is a professional organization of musicians, producers, and other recording professionals. Throughout its history, the Grammy Awards have had several brand partnerships, which have helped the show reach a wider audience and generate more revenue.

Here are a few examples of notable Grammy brand partnerships:

1. Pepsi has been a trusted partner of the Grammy Awards for years, sponsoring exclusive events such as the Pepsi Pre-Grammy Gala which is held annually in partnership with Recording Academy. During the telecast, viewers can typically expect to see product placements featuring Pepsi products and services and exclusive promotions targeted at their customers. Beyond this, Pepsi also sponsors events leading up to the ceremony, engaging fans through music competitions and interactive experiences. As one of the main sponsors of the Grammys, Pepsi remains committed to bringing quality entertainment to music lovers around the world.

2. American Express has long been a major player in the music industry, with their partnership with the Grammys proving a prime example of how they support music and provide exclusive benefits to their cardholders. For years, American Express ajad provided access to tickets and front-row seats for cardholders, as well as VIP experiences at events leading up to the show. During the telecast, viewers can expect to see product placements featuring American Express cards and services, as well as exclusive promotions targeted at their customers. Their role in sponsoring music awards shows continues to be seen across different platforms and genres.

3. Mastercard's Grammy endorsement has been disruptive, innovative and widespread throughout the music industry. The perspective of a powerful global brand partnering with the music industry has opened new sponsorship opportunities for Mastercard, including behind-the-scenes access and exclusive offers. The company has also given viewers memorable tributes to music legends during the show, such as its tribute to Prince in 2018. In addition to its partnership with the Grammys, Mastercard's commitment to music extends through initiatives like Sound Vault - which offers intimate, invite-only experiences - and iHeart Radio Festivals.

4. Hyundai's partnership with the Grammys has included exclusive experiences such as access to the Hyundai Grammy Lounge, where attendees have had the chance to interact with a variety of multimedia art pieces and musical performances. In addition, Hyundai held its own pre-Grammy events in 2020, celebrating music from past series including '60s rock and jazz. The brand has also created content for its fans leading up to the awards show, such as behind-the-scenes interviews with artists and unique digital activations.

These brand partnerships have helped the Grammy Awards to reach a wider audience and generate more revenue, while also providing valuable exposure and marketing opportunities for the brands involved.

Gift Bags

The Grammy Awards is well known for its luxurious gift bags, which are given to nominees and performers. Over the years, many brands have taken the opportunity to include their products in the gift bags, including high-end beauty and fashion brands, luxury lifestyle products, and tech gadgets. For example, in 2021, the gift bags included products from brands such as La Mer, Bose, and Casper.

In-Show Integrations

Brands also have the opportunity to integrate their products into the actual show itself. For example, in 2019, Mastercard sponsored the “Grammy Awards Premiere Ceremony” which was broadcast live on Grammy.com. The integration allowed Mastercard to showcase its products and services during the pre-show event, providing increased visibility and reach.

Backstage Gift Lounge

The Grammy Awards’ backstage gift lounge is a popular spot for celebrities and VIPs, and brands have taken advantage of this by setting up displays and showcasing their products. In 2020, brands such as Ciroc Vodka, Tesla, and HP Inc. had a presence in the gift lounge, providing guests with a chance to experience their products and services first-hand.

Co-Branded Promotional Campaigns

Many brands partner with the Grammy Awards for co-branded promotional campaigns, which often include social media activations and exclusive events. For example, in 2018, Pepsi partnered with the Grammy Awards for a co-branded campaign that included a series of social media activations and a special performance by Bruno Mars.

Branded Media Spots

In addition to in-show integrations, brands can purchase branded media spots during the awards show telecast. These spots give brands the opportunity to reach a large and engaged audience, and to promote their products and services in a high-profile way.

Some brands partnered with the Grammy Awards over the years include Mastercard, Pepsi, HP Inc., Ciroc Vodka, Bose, La Mer, Tesla, and Casper. These partnerships have allowed brands to reach a large and engaged audience, and to associate themselves with the prestige and glamour of the Grammy Awards.

Eager To Learn More?

The Grammy Awards provides a unique opportunity for brands to reach a large and engaged audience, and to associate themselves with the prestige and glamour of one of the biggest music events of the year.

From gift bags to in-show integrations and co-branded promotional campaigns, brands have numerous opportunities to be involved with the awards show and to showcase their products and services.

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