Distinctive Assets, the LA-based entertainment marketing company credited with beginning the marketing craze of celebrity swag over a decade ago, once again produced the official talent gift bags and held the three-day backstage gift lounge for the 54th Annual GRAMMY Awards. This year, Distinctive Assets gave new meaning to the observation that celebrities are like kids in a candy store when they visit a gift lounge. The legendary show’s presenters and performers were treated to fabulous thank you gifts in acknowledgment of their participation…all within a gift lounge decorated to look like an actual candyland gift oasis.
“To be part of Music’s Biggest Night on any level is as thrilling today as it was thirteen years ago when we created the first ever GRAMMY Gift Bag,” says Distinctive Assets’ founder Lash Fary. “We always look forward to introducing talent to an array of companies with great gifts to share . . . ranging from up-and-comers to tried-and-true brands celebrities already love.”
The GRAMMY Gift Lounge presented by LASIO Professional Hair Care was open to presenters and performers during rehearsals. Invited guests were able to stop by to scoop up thousands of dollars worth of amazing gifts. There were an assortment of luxurious hair products and treatments from LASIO; LASSIO treated all of the guests at the official GRAMMY Celebration® after-party with signature gift sets.
ESP – Essential Safe Products provided a bevy of non-toxic, eco-friendly and reusable products to keep food and drink chemical free while on-the-go. Other Lounge gifts included: New Era headwear/belts/accessories, Gibson Guitar’s Melody Maker electric guitar, Just Dance 3 (along with 3 other video games from Ubisoft), gourmet chocolates from Emannuel Andrén, MTG’s Glalent Facial Mist and ReFa Platinum Electronic Roller, Belldini chic women’s apparel, Pepsi, Butterfly Twist foldable ballet flats, Rider Sandals, Simone I. Smith fashion forward fine jewelry, the hottest designer sunglasses from SOLSTICE Sunglass Boutique and Red Carpet Manicures’s fast-drying DIY gel manicure system. Additionally, for the first time ever, each Lounge guest had the opportunity to win a “supersized” gift in a special Candyland Sweepstakes.
Talent also walked away with a preassembled GRAMMY Gift Bag illuminated by LumaSkinz which represented a diverse portfolio of brands ranging from unique to useful. The gift selection included items from: The Kandy Bar, Imanta Resorts, MyMusicRx, Groovin’ on Granola, VoKARE Fashion, Live In Fitness Enterprise (LIFE), JM Blowdry, ThermaRobe, Chocolatines Jewelry Box, Nozin, Onyx Moonshine, Herb Ritts: LA Style, DavidBartonGym, Sing To Your Baby, Music Connection, Circuit Works, Solstice Sunlasses, Hotel BPM by DJ Bijal, The Last Holiday: A Memoir by Gil Scott-Heron, People Yearbook, LumaSkinz, The Cancer Dancer, Phsyique 57, YooDara, Le PeTiT CiRqUe, LaBlast Fitness, VIP Goodies Skin & Body Gift Box, CLD Style House, Hilton Hotels & Resorts, Celebrity Trainer Lalo Fuentes, Krystal Klear Water filtration systems, Day2Night Convertible Heels, Harman AKG 350 Headphones, Tatt Love and Dearfoams.
Acclaimed event producer Pam Morrison once again oversaw setup and production for the tenth year. This year Pam was joined by Seyie Putsure of Seyie Design who has over ten years of experience in high fashion and interior design. As the exclusive interior designer of the Official Gift Lounge, Seyie created the special “candyland” themed environment along with the help of some of her favorite home furnishings and accessories vendors: Domaen, Brueton LA, Niche Modern, Plug Inc., L.A. Art Machine and CRYPTIK. Lounge attendees also received a $10,000 gift certificate from Seyie Design to take advantage of Seyie’s keen eye and flawless style in their personal lives.
This year’s GRAMMY talent, as always, included top musicians and notable celebrities in all genres. Adele, Coldplay, Rihanna, Paul McCartney, Taylor Swift, Jason Aldean, Blake Shelton, the Band Perry, Katy Perry, Kelly Clarkson, Nicki Minaj, Foo Fighters, Chris Brown and Bruno Mars and others performed as A-list presenters presented. Two-time GRAMMY winner LL Cool J hosted the telecast. Music’s Biggest Night was held on Sunday, February 12th, 2012, at STAPLES Center in Los Angeles and was broadcasted live in high definition TV and 5.1 surround sound on the CBS Television Network from 8 – 11:30 p.m. (ET/PT). Many New Yorkers watched Adele win six GRAMMYs that night. Whitney Houston’s death was the biggest story of the night and Jennifer Hudson’s tribute to Whitney was uplifting.
Distinctive Assets was established in 1999, Distinctive Assets not only produces the Gift Bags and Backstage Gift Lounges for many major award shows but also provides product placement, product introduction, event production, public relations and branding opportunities within the entertainment industry and beyond.
Lasio Inc is a professional hair care company that has been making waves in the beauty industry since 2000. Specializing in producing salon treatments for high-end services and luxurious hair restoring aftercare and styling products, Lasio has been able to increase its mainstream exposure through acknowledgments by Dr. Oz, the TODAY Show, Wall Street Journal, The New York Times and Cosmopolitan magazine. To date, Lasio’s products have remained consistent with a following that is rapidly growing through the respect for their integrity-based foundation and commitment to providing long standing products while constantly at work evaluating and responding to public demands. Lasio Inc’s flagship salon, Lasio Studios, is located in New York City where consumers can receive the ultimate Lasio experience in services and products.
The Recording Academy was established in 1957, The Recording Academy is an organization of musicians, producers, engineers and recording professionals that is dedicated to improving the cultural condition and quality of life for music and its makers. Internationally known for the GRAMMY Awards — the preeminent peer-recognized award for musical excellence and the most credible brand in music — The Recording Academy is responsible for groundbreaking professional development, cultural enrichment, advocacy, education and human services programs. The Academy continues to focus on its mission of recognizing musical excellence, advocating for the well-being of music makers and ensuring music remains an indelible part of our culture. For more information about The Academy, please visit www.grammy.com. For breaking news and exclusive content, follow @TheGRAMMYs on Twitter, like “The GRAMMYs” on Facebook, and join The GRAMMYs’ social communities on YouTube, Tumblr, Foursquare, GetGlue, and Instagram.