Billboard, the Recording Academy and Instagram are partnering for the first time to provide millions of music fans access to the Grammy Awards and its A-list pre-ceremony events through the digital photo and video sharing platform.
The partnership brings behind-the-scenes access to the week’s A-list events, including Billboard’s Power 100 and the official Pre-Grammy Clive Davis Gala, as well as the big night itself on Monday at the Staples Center in Los Angeles.
Grammy winner and five-time Grammy host LL Cool J, EDM trailblazers Skrillex and Diplo, country star Luke Bryan and rising R&B singer-songwriter Kehlani are among the musicians participating in the campaign, sharing their own moments from the ceremony exclusively to Instagram. Additionally, Billboard and the Grammy’s official Instagram accounts will be posting from backstage in real time.
“Instagram’s reach will, for the first time, provide the world’s music fans with a 360-degree perspective of the kind of VIP event most of them have never experienced,” said John Amato, co-president of The Hollywood Reporter-Billboard Media Group. “Music is one of the most followed subjects on Instagram, and Instagram houses passionate fan communities that belong to every Grammy-nominated star.”
Instagram also plans to launch a custom in-product live video experience featuring the best content from the Grammy ceremony.
“Music events come to life on Instagram, with socially connected audiences and artists both turning to the platform for a collective visual experience,” said Lauren Wirtzer Seawood, head of music partnerships, Instagram. “The level of expertise in the music industry that Billboard brings to the table will help spotlight these unique moments and conversations that make watching the Grammy Awards that much more rewarding.”
Over this upcoming Grammy weekend, Billboard‘s @billboard channel and Instagram’s official @music channel will live curate photo and video content from the following events: the Billboard Power 100 on Friday, MusiCares 2016 Person of the Year Honoring Lionel Richie on Saturday, The Recording Academy & Clive Davis Present the Pre-Grammy on Sunday, and of course the 58th Annual Grammy Awards on Monday.