Instagram to Lift Veil on Private Grammy Photos

Kevin Mazur/WireImage

Danny Clinch performs onstage with Tangiers Blues Band during the "Still Moving" book release party at The McKittrick Hotel on October 13, 2014 in New York City. 

Music photographer Danny Clinch has been taking behind-the-scenes photos from the Grammy Awards for more than 10 years. Now, this year, he'll be sharing these rarely seen photos with music fans. The Recording Academy and Instagram have partnered to release portraits of winners from this Sunday's show on the Grammy Instagram account.

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Clinch, a veteran photographer known for his photos of Bruce SpringsteenJohnny Cash and Bob Dylan, became the official backstage photographer of the Grammys in 2003. In the years that have followed, his portrait studio has captured artists in the moments after they leave the stage. With a few exceptions, these portraits have been kept private and sent as a gift from Recording Academy president Neil Portnow.

But this year the Recording Academy will update its Instagram account with Clinch's portraits throughout the evening. The move to publish his photos comes as organizers of award shows have looked to build social buzz around their big events. At the Golden Globes this year, fashion photographer Ellen von Unwerth snapped shots of the winners immediately as they walked off stage and posted them to Instagram.

For the Recording Academy, the Instagram partnership is about giving audiences a rare behind-the-scenes look at an annual tradition. "This year, we are providing an exclusive glimpse into our official Danny Clinch backstage Grammy portrait studio," says Evan Greene, the chief marketing officer at the Recording Academy. "We are excited to share some of these wonderful, authentic moments via Instagram with music fans around the world." 

The Grammy Awards air Sunday, Feb. 8 on CBS.