Sharing the Love at the Grammys


“Heroes” rock star Greg Grunberg!

Since Valentine’s Day is just around the corner it was no surprise to see everyone sharing the love at the 52nd Grammy Awards (on CBS). Music stars showed their love for Michael Jackson with a 3-D tribute to the “King of Pop.” Carrie Underwood, Jennifer Hudson, Celine Dion, Smokey Robinson and Usher honored Jackson’s undeniable legacy as a performer.
With an equal outpouring of love, soul diva Mary J. Blige and opera’s Andrea Bocelli sang the classic “Bridge Over Troubled Waters” with heart wrenching emotion. Downloads of the song on iTunes will benefit relief efforts in Haiti.
There were lots of sweethearts among the rest of the Grammy performers including Taylor Swift, Beyonce, Bon Jovi, the Dave Matthews Band, Green Day, Lady Antebellum, P!nk and the wild Lady Gaga. Always a fav is seeing the fun-loving Black Eyed Peas shining in the spotlight with the superb songstress Fergie (who was also stunning in the film “Nine”).
It was great to see Fergie’s honey of a husband Josh Duhamel as a presenter, along with other familiar faces: pop music’s latest darling Justin Bieber, pop sensations the Jonas Brothers, pop princess Miley Cyrus and pop music icon Beatle Ringo Starr.
Can you imagine that star-studded bunch mixing it up backstage? Well, for the eleventh consecutive year the groundbreaking entertainment marketing company Distinctive Assets created a fabulous oasis for the performers to get together and enjoy memorable moments behind the scenes at the Grammys.
It was great to visit on rehearsal days and see music legends such as Lionel Richie visit the fabulous gifting lounge set up at the VIP Artists Entrance at the Staples Center in Los Angeles. I also got to chat with “American Idol” alumni Justin Guarini who was on the scene playing with the Gibson guitars backstage.
The extravaganza had the stars gushing over the gift boxes from sponsor Moroccanoil, a hair care leader which boasted “Fergie stays frizz-free with us.” Waste Management sponsored a WM “green corner” within the lounge where they highlighted their new “Recycling Rocks” campaign. They gave out a messenger bag made of recycled materials filled with eco-friendly goodies. “Heroes” star Greg Grunberg loved it, along with the yummy Hippie Chips from Rock-N-Roll Gourmet, which supports music programs in schools.

Fancy Feast’s feline star.

An ultra-loveable guy, Grunberg is well-connected with the music scene thanks to his “Band from TV.” It’s a powerhouse group made up of TV stars from hot shows that do concerts for charities. “We like to pretend to be rock stars,” Grunberg told me, and added he was happy that worthwhile causes would benefit from the auction of many autographed products. The Grammy-sponsored MusiCares Foundation, which provides help for music people in times of need, was among them.
Also featured in the lounge was the music entertainment center from Harman International, rocking the place with all the Grammy nominated tunes. The music stars loved it. And living the good life backstage was the feline star of the “Celebrate the Moment” campaign from Fancy Feast, which supports animal rescue organizations. The pure white cat acted like a pampered princess with her own throne and the rock stars paying homage.
Of course memorable moments like these have to be captured, especially on Valentine’s Day, so Vivitar cameras were among the hottest must-haves, with the celebrities checking out the high-def all-weather digital video recorders and new ViviCam8027 camera. There were so many wonderful things that got the stars excited (and thinking about Valentine gifts): rocker chic clothing and accessories from Royal Underground and Hardcore Elegance, fabulous Soy Delicious Moisturizing Candles, Orgasense exclusive skincare, Solstice Sunglass Boutique, ultra-trendy LA Gear LA Lights sneakers, Ciroc Vodka, the new Palm Pixi Plus, and the gorgeous, buttery soft Nantucket Travel Bags from Cape Cod Leather. Remember, packing your bags for a romantic getaway is a great way to say “I love you.”
The lounge was designed by Pacific Events using Modern Studio Furnishings and floral creations from Tu Bloom Designs. It was a cozy place to enjoy your fresh brewed Marley Coffee with the stars.
“Of all the award shows in which we’ve been involved over the past 10 years, the Grammys remain my favorite,” says Lash Fary, founder of Distinctive Assets. “It’s truly the trifecta in our industry. The most talented artists, the best gifts and the most incredible production team. The experience is simply unparalleled. I love it.” At the Grammys love rocks!

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