The Recording Academy and CBS announced the launch of GRAMMY Live on GRAMMY.com and CBS.com (www.cbs.com/shows/grammys/live/) beginning Friday, Feb. 10 at 2 p.m. PT. The GRAMMY Live mobile app, available now for iPad, iPhone and iPod touch users, provides a complete backstage pass to Music's Biggest Night. 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 Sunday, Feb. 12 at 8 11:30 p.m. (ET/PT) on the CBS Television Network.
"We're giving music fans the ultimate GRAMMY experience this year through GRAMMY Live," said Evan Greene, Chief Marketing Officer for The Recording Academy. "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."
GRAMMY Live will feature three days of exclusive live videos, blogging, tweets and retweets, as well as official news reports and entertaining updates from GRAMMY Live hosts. 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; MusiCares Person of the Year Tribute honoring Paul McCartney; Special Merit Awards Ceremony & Nominees Reception; the Pre-GRAMMY Gala, as well as an exclusive live performance by Almost Kings, winners of CBS.com's From Your Garage To GRAMMY Live contest.
On Sunday, Feb. 12, 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. Fans can check-in to "GRAMMY Live" via GetGlue during the three-day webcast to unlock an exclusive sticker.
"We're excited to be partnering with The Recording Academy to bring music fans this incredible multi-platform experience," said Marc DeBevoise, senior vice president and general manager of entertainment at CBS Interactive. "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 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 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 GRAMMY nominees' music on GRAMMY Radio. The free app, sponsored by Target, is available for download in the App Store. Android™-powered device users can download the app from the Android Market™, where it is called The GRAMMYs*.
*Android version of the GRAMMY app does not include GRAMMY Live and GRAMMY Radio.
For more information about The Academy, please visit www.grammy.com.