When Harvey Mason Jr., the head of the Recording Academy, first realized that firefighters had managed to gain control over this month’s catastrophic wildfires in Los Angeles, his mind quickly shifted gears to something that, in comparison, seemed less urgent but no less important — hotel rooms.
It might sound odd at first, especially given the scale of the devastation the fires had caused. But Mason's concern was deeply rooted in the upcoming Grammy Awards, one of the most significant events for the music industry, set to take place just weeks later. With the fires still fresh on everyone’s mind, Mason asked himself, "If we bring people to the city for this event, will we end up displacing individuals who’ve lost their homes?"
His first move was to pick up the phone. Mason reached out to a number of key players in the city, including officials from Los Angeles' tourism department and some local hotels, like the JW Marriott, which is conveniently located next to downtown's Crypto.com Arena, the venue where the 67th Grammy Awards were set to take place. He also called up the manager of the iconic Beverly Hills Hotel, a favorite among industry insiders. What he heard wasn’t exactly what he expected.
The manager shared an eye-opening perspective: "We're at below 30% occupancy. People outside the city think everything’s shut down, and they feel like we’re out of business. We need visitors to come and help revive things," Mason recalled. This feedback not only helped ease his immediate worries but also underscored a crucial point. Hotels in the area were struggling, and the local economy was hurting.
For Mason, the Grammy Awards ceremony held much more significance than just being a star-studded event. It was a crucial economic engine for Los Angeles, employing around 6,500 people, ranging from dancers and drivers to stagehands and caterers, many of whom were still reeling from the aftereffects of the COVID-19 pandemic and the Hollywood strikes. These people needed work. More importantly, this was an opportunity to highlight the power of music in providing relief and support to those affected by the wildfires.
At the same time, Mason and his team were keenly aware of the optics. Was it insensitive to throw a lavish, celebratory event when so many Angelenos were still grappling with the loss of their homes and livelihoods? Some industry voices certainly raised this concern. After all, several music companies, including Spotify and Universal Music Group, had already canceled their annual Grammy-week parties in light of the situation. But for Mason, canceling the event entirely seemed counterproductive. It wasn’t about pretending everything was fine, but about acknowledging the hardship while also showing resilience. The event could serve as a platform to raise awareness and generate funds for fire relief.
"We need to raise money, we need to raise awareness, and we need to show a united front," Mason explained. "We’re in the middle of a crisis, but we’ll come back stronger." The importance of this message couldn’t be overstated. The Grammy Awards were not just about the music industry. They were about community support, solidarity, and using the platform to make a real difference.
Ben Winston, one of the executive producers of the Grammy Awards, knows the delicate balancing act that’s required when producing a show in the middle of a crisis. His team’s experience dates back to 2021, when they had to design the show amidst the challenges posed by the COVID-19 pandemic, and again in 2022, when they had to adjust the tone of the event just days after the shocking Will Smith-Chris Rock incident at the Oscars. Every year, the Grammys walk a tightrope, trying to stay true to their celebratory nature while addressing the realities of the world.
"This is a high-wire act, no question about it," Winston admitted. "We’ve dealt with things like natural disasters and school shootings just before a show, and you have to ask yourself, ‘Is this the right tone? How do we move forward without making it seem out of touch?’"
For this year’s show, the producers have carefully crafted a narrative that not only honors the music industry but also shows deep respect for those affected by the wildfires. First responders and firefighters will be honored during the broadcast, and the show will feature impacted small-business owners who are still recovering. Additionally, Los Angeles' resilience will be highlighted in special segments. One particularly unique aspect of this year’s event is that some artists reached out after the fires and requested to change their performances. What was originally planned for the night was altered to reflect the spirit of the city and the resilience of its people.
And in a tribute to the legendary Quincy Jones, who passed away at 91 in November, the Grammy Awards will honor his monumental contributions to music. "It’s going to be bigger than we originally planned," said Raj Kapoor, another executive producer. "The show could almost be entirely dedicated to Quincy, given how much he shaped the industry across so many genres."
Despite these exciting plans, there was one notable change to the lineup. Kendrick Lamar, who had been expected to perform his Grammy-nominated diss track “Not Like Us”, will not be part of the show. Lamar is scheduled to perform during the Super Bowl halftime show on February 9, and due to NFL contracts, artists performing at the Super Bowl aren’t allowed to appear on other major broadcasts for a set period before the big game. "It's a deal the NFL has with its performers," explained Winston. However, viewers can still expect a few surprises during the telecast.
With everything going on, Mason and the team know that ratings might dip this year. In contrast to previous years, the marketing for the event was compressed into just over a week, which is much shorter than the usual month-long buildup. Yet, Mason remains unfazed by the potential for lower viewership. "The goal isn’t just to get people to watch," he said. "The purpose is to raise money, to provide a platform for those affected, and to remind everyone that music is a powerful force for change."
The Grammy Awards will be broadcast live on CBS and streamed on Paramount+. The event will provide a glimpse into the ongoing efforts to rebuild Los Angeles, while showcasing the heart and soul of the music industry. With the financial backing generated by the show, the Recording Academy has already distributed more than $4 million to over 2,000 music professionals impacted by the wildfires. The money raised by the Grammy Awards this year will go a long way in helping those in need, including fire victims, small businesses, and even music professionals trying to get back on their feet.
As Mason points out, this year’s Grammys aren’t just about who takes home Record of the Year or who’s named Best New Artist. Every winner, every performance, and every piece of this telecast is directly tied to real-world relief efforts that will help thousands of people in Southern California. In the face of tragedy, the Grammy Awards have found a way to shine a light on the power of music to heal, unite, and rebuild.
In the end, it’s not just about music; it’s about community. And in Los Angeles, that’s more important than ever.
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