The Recording Academy and CBS presented the first-ever GRAMMY House: Where The Stars Align on the Hollywood Walk of Fame from Feb. 1-3 in celebration of the 2023 GRAMMYs. For three days, the GRAMMY House hosted a full schedule of programming, performances, DJs and multimedia art installations, with a special tribute to this year’s 50th anniversary of hip-hop.
At the invitation-only experience interacted with a lovingly curated treasure trove of hip-hop history, including photographs, seminal books on the art and culture, and platinum award. The hallway leading to the performance area was plastered with popular lyrics and catchphrases, while the main stage was styled like a subway station, with graffiti naming some of hip-hop’s pioneers. Platinum plaques and photos demonstrated the culture’s business and artistic achievements.
GRAMMY House also offered a variety of social media-ready photo ops and black and white portrait taking. Guests could also shop a merch pop-up featuring an exclusive, limited-edition GRAMMY capsule collection designed by Brast Studio CEO Mark Braster, the lead merch designer for Rolling Loud 2023 who has worked with SZA, the Los Angeles Lakers, H&M, Neiman Marcus, Jack Harlow and more. Programming was curated in partnership with The Revels Group/Coup D'Etat Music.
If you weren’t there, we’re afraid that you kinda missed out on some big fun! But we’re definitely not here to rub it in at all, we’re here to share the jewels of the fully immersive, three-day pop-up experience. Here are the key moments from the first-ever GRAMMY House.
Universe of Hip-Hop
A large "Universe of Hip-Hop" space created by Anthemic Agency and FLOOD Magazine featured a multigenerational photo exhibit and art installations, including a towering collage of turntables, speakers, samplers and other essential early tools that helped to create the beats and rhymes that captivate the world. The visual experience was curated by Cey Adams, the founding creative director of Def Jam and legendary imagemaker behind iconic logos for the label and Mary J. Blige. The designer of a new book from the Smithsonian National Museum of African American History and Culture, Adams is currently touring a retrospective exhibition featuring 40 years of his work.
Adams called on photographer friends Janette Beckman, Danny Clinch, Brian "B+" Cross, Greg Noire, Michael Lavine and Gunner Stahl to share standout shots from their acclaimed work, and the exhibit included some of the most recognizable images from the culture, from the 1970s to the present. In so doing, he highlighted the vital role of these photographers in the visual artist development of hip-hop.
"That Danny Clinch image of Tupac was iconic," Adams offers as an example. "That’s the image you see in your sleep when you think of Tupac! When you think of Salt-N-Pepa, you think of them in those 8-Ball jackets, and that’s one of Janette Beckman’s photos."
#GRAMMYsNextGen Power Brunch
On Wednesday, the GRAMMY House hosted the inaugural POWER BRUNCH for the new, astonishingly accomplished class of 35 official #GRAMMYsNextGen Ambassadors and Advisors. These executives, producers, songwriters and engineers work in diverse parts of the industry, and have mobilized to help the Recording Academy spark the brains and hearts of young artists and future music business boundary-breakers.
At GRAMMY House, the group celebrated their new roles and learned more about Recording Academy membership from Kelley Purcell, Vice President of Membership & Industry Relations.
Seize The Opportunity
For anyone entering the industry, a chance to showcase your talent could be the bridge between you and a prosperous career. During the Celestial Sessions Emerging Artist Showcase, Guest host and social comedy star Desi Banks pulled three aspiring singers onto the stage to be a part of the GRAMMY Week magic.
The inspiring performances embodied some of the most critical lessons in making it in this industry: Bring your passion everywhere you go, don't be afraid to fail, stay open to opportunities, and take them. With just 10 seconds of pure courage, you could make a moment that changes your career path forever. — Rachael MacQuarrie, GRAMMY U Representative
The Starmaker Studio
Thursday’s STARMAKER STUDIO brought leading platinum producers together to share stories and advice to the next generation. Moderated by Murda Beatz, panel members Jocelyn "Jozzy" Donald, London On Da Track, Jeff Gitty, Larrance “Rance1500” Dopson, ATL Jacob, Tommy Brown, and Ojivolta consistently dropped knowledge aimed at aspiring beatmakers and creators in hip-hop and beyond.
"Culture beats strategy every time," Jozzy, who has three GRAMMY-nominations this year for her work on albums by Mary J. Blige and Beyoncé, advised. While business acumen is vital, her advice puts natural talent at the forefront, right where it belongs.
After a great Q&A session with the audience, Murda Beatz bid the crowd farewell, with a piece of advice to stay and mingle. "Your [future] Platinum collaborator may be in this room!"
The Lit Closing Party
The packed second annual #GRAMMYsNextGen Party and Red Carpet closed out the GRAMMY House week in style. Leading young artists, tastemakers and the next generation of music executives wearing their most fashionable fits, mingling and enjoying light bites and delicious themed cocktails: One Eye Open Like CBS, Thug Passion and Grammy Gold. Special invited guests included actors, artists and influencers such as Jaden Smith, DaniLeigh, Lil Mosey, Jaden “jxdn” Hossler, London on da Track, JELEEL!, Bktherula, Earthgang, Sebastian Bails, Asher Angel, Mod Sun, Zhavia, Yung Trench, Loren Gray, Surf Mesa, Em Beihold, Vedo, King Mala, Jogie, McKayla Chandler, Blu de Tiger, Max Drazen, Lilliana Ketchman, Aidan Bissett, Trevor Daniel, Cub Sport, Nija Charles, Sierra Capri, Ava Kolker, McKenzi Brooke, La’Ron Hines, and Diarra.
The inaugural GRAMMY House set a high bar for networking, celebrating music and music culture — and just sheer fun. Up and coming artists, producers, creatives and executives have a new and exclusive place to aspire to gather. If those labels describe you, don’t worry about the FOMO that might be present right now, the event producers advise — please take this as motivation to participate in future GRAMMY House events!
Head to live.GRAMMY.com all year long to watch all the GRAMMY performances, acceptance speeches, the GRAMMY Live From The Red Carpet livestream special, the full Premiere Ceremony livestream, and even more exclusive, never-before-seen content from the 2023 GRAMMYs.