In an attempt to drive engagement with a predominantly virtual show, Facebook is partnering with the 2021 Grammy Awards for an exclusive live-streamed, pre-show event where members will be featured in hosted segments and have their questions answered by some of their favorite Grammy-nominated artists.
The virtual Fan Zone will be active throughout this evening, providing a place for Facebook Group members to engage with in-show performances and award winners. Prior to the 63rd annual awards show at 8 PM ET on CBS, the live online event will begin streaming to the Grammy Awards Facebook page at 6:30 PM ET.
This year’s official Grammys partner, Bulova, will celebrate all the Grammy-nominated artists with an exclusive timepiece from their music-inspired Grammy Edition watch collection, with first-time winners taking home an exclusive edition “Grammy Automatic” watch, infused with musical cues and a “Circle of Fifths” dial design.
Other official partner tie-ins to the show include cloud and AI partner IBM’s Grammy Debates with Watson, an AI-curated music debate experience available to fans around the world; JBL’s “Tomorrow’s Sounds” program supporting the next generation of musicians and artists; Mastercard, who’s hosting a Virtual Fan Wall experience for select cardholders where they can interact with some of this year’s nominees; Pandora’s Grammy Awards Radio, that will run through March 31; People‘s livestream from the Grammy Awards; and SiriusXM’s first-ever Grammy Channel featuring music from nominees, and artist interviews.
The 63rd annual Grammy Awards, hosted by The Daily Show‘s Trevor Noah, airs live tonight at 8 PM ET/5 PM PT on CBS, Paramount+ and Grammy.com and for those watching online, viewers can also stream CBS with free trials on fuboTV and Sling TV.
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Photo: Luis Levrato