6 Grammy Parties Worth Checking Out
Since 1959, the Grammy Awards have annually honored influential figures in the music world with awards in a variety of categories. Upon Skrillex’s receipt of three separate Grammys in 2012, the EDM movement has become intertwined with the Recording Academy. Now, EDM producers are not only playing the Grammy after parties, but also sitting in the crowd as nominees.
Owing to the magnitude of the event, which annually brings in $26 million dollars of incremental spending from out-of-town guests to the Los Angeles economy, a series of industry parties organized around the festivities routinely attract a veritable who’s who of the music business to a variety of upscale locations. The following 6 Grammy Awards Celebrations will attract some of the most prominent figures in music today, as well as tie-ins to the global phenomenon that is electronic dance music:
1. Roc Nation Grammy Brunch
Saturday, 12:00 PM at a Private Residence
While last year’s highly exclusive installment of the Roc Nation Grammy Brunch took place at a Beverly Hills mansion in which scenes from The Godfather and The Bodyguard were shot, they switched to another estate with more room for 2015. Rihanna and Ed Sheeran are expected to attend, as well as a many other high profile guests.
Roc Nation founder and hip-hop mogul Jay Z has become one of EDM’s biggest proponents from the business side, and will co-produce the dance music-based HBO series Higher among other projects. “It’s their soundtrack, it’s their music they’re claiming as their own,” he said of EDM in a 2013 interview. “They’ll buy hip-hop and they’ll buy other music but they’re like ‘This music is ours.’”
2. Clive Davis and the Recording Academy’s Pre-Grammy Gala
Saturday, 7:30 PM at the Beverly Hilton Hotel
Past editions of Clive Davis and the Recording Academy’s Pre-Grammy Gala have featured key people to the EDM movement from behind the curtain as well as onstage; during last year’s festivities Dutch progressive house sensation Afrojack entertained audiences with remixes and originals like his David Guetta and Sia collaboration “Titanium.” In addition to the surprise entertainment on the roster this year, the Recording Academy will also present the President’s Merit Award to SONY/ATV Music Publishing Chairman and CEO Martin Bandier.
3. Nielsen Entertainment’s Pre-Grammy Party
Saturday, 8:00 PM at Hyde Sunset Kitchen and Cocktails
Nielsen Entertainment is most famous for putting out the Nielsen ratings - metrics used by television networks to plan their programming at the aggregate level. However, the company recently took an interest in EDM and applied its approach to statistical analysis to the global dance music phenomenon. Being that the Nielsen is a company that pays its overhead by having its finger on the pulse, it’s no stretch to suggest that subjects like the growth of the festival market or the music streaming habits of millennials will find their way into speeches made at the event.
4. Red Light Management After Party
Sunday, 9:00 PM to 2:00 AM at the Mondrian Hotel
Red Light Management is certainly no stranger to EDM. The talent management company’s roster includes the likes of Tiësto, The Crystal Method, Borgore, Odessa and Cedric Gervais. Its founder, Coran Capshaw, made No. 3 on Billboard’s Power 100 list last year. Pretty Lights and Ken Jordan of The Crystal Method stood out among the 900 or so in attendance at last year’s party, and as the company’s electronic division has continued to ride the wave of current music trends, this year should give them plenty more to celebrate. Vevo and Upstaging are helping put on the after party.
5. Pandora’s After Party
Sunday Evening at Create Nightclub
Lil Jon will play a DJ set at this esteemed Grammys after party. While the artist became a household name rapping as part of Lil Jon and the Eastside Boyz in the early part of the new millennium, he became prominent in the EDM world after being featured in DJ Snake’s infamous 2014 tune “Turn Down For What.” What many of his newer fans may not realize is that Lil Jon is not a recent recruit of dance music and made his rounds as a house DJ in the ‘90s.
6. Warner Music Group Grammy After Party
Sunday, 9:00 PM at Chateau Marmot
Another of the “big three” recording companies, Warner Music Group’s annual after party will also feature interesting EDM tie-ins. For starters, the event’s guest list includes icons like original superstar DJ Paul Oakenfold, who is often cited as the artist who started the early UK rave scene in the ‘90s. In addition, Warner Music Group’s marketing director and manager, Tony McGuinness - who also plays as one third of the trance group Above & Beyond.