A Celebration of Independence
Artist Relations · Live Programming · Brand Partnerships
Independent artists belong on music’s biggest stages.
Partner
Project
A Celebration of Independence put independent artists at the center of GRAMMY Weekend, creating a platform where artists, brands and the wider music industry could come together.
The opportunity was to grow the commercial side without compromising the artist-first experience — building partner integrations while ensuring talent, programming and brand commitments all worked together in the room.
The result was a repeatable GRAMMY Weekend property that gave independent artists a major cultural stage and brands a meaningful way to participate in it.
My Role
- Developed partnership narratives and sales materials for prospective and existing brands around the GRAMMY Weekend platform
- Shaped partner integrations within the live music experience, translating brand objectives into something additive for artists and audiences
- Managed artist and talent participation, coordinating commitments, deliverables and live execution across the event
- Extended existing UnitedMasters relationships into Celebration, including Delta, Honda, Ally and Diageo
Collaborative — across brand, Artist Relations, creative, production and partnership teams.
The Partnership Ecosystem
Bulleit
Bulleit returned as official spirits partner, using Celebration to extend the Pioneer Project and spotlight the independent artists it had supported through the broader UnitedMasters relationship.
Ally
Ally extended its creator-development work into GRAMMY Weekend through the Ally Creator Academy, adding education and industry conversation alongside the live performances.
Delta
Delta expanded its UnitedMasters relationship from SelectCon into Celebration, aligning with a platform built around the movement and global growth of independent artists.
Honda
Honda created a pre-show experience around the all-electric Prologue and a dedicated music activation, extending its relationship with UnitedMasters beyond Honda Stage and into the company’s flagship GRAMMY Weekend property.
Johnnie Walker
Johnnie Walker Blue Label extended Diageo’s presence into the VIP experience, complementing Bulleit’s deeper artist-development role across the partnership.
Media
