Distinctive Assets, an LA-based entertainment marketing company, collaborated with The Recording Academy® to produce the official Talent Gift Bags and Backstage Gift Lounge for the 52nd Annual GRAMMY® Awards. Music’s Biggest Night® was held on January 31, 2010, at the Staples Center in Los Angeles.
Distinctive Assets is thrilled to continue a longstanding GRAMMY tradition and is especially proud that it represents the eleventh consecutive year of serving as the Official Gift Bag and Lounge.
For the 52nd Annual GRAMMY Awards, Distinctive Assets created a magical event – holding the Backstage Gift Lounge in a Moroccan-themed tent with a clear roof , underneath beautiful blue skies, at the Staples Center.
“Of all the award shows in which we’ve been involved over the past 10 years, the GRAMMYs remains 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.”
The presenters and performers were given gifts in two different forms – the coveted GRAMMY Gift Bag and the exclusive GRAMMY Gift Lounge presented by Moroccanoil®, leader in luxury professional argan oil-infused products for hair.
This year’s GRAMMY talent included top musicians and notable celebrities in all genres.
Distinctive Assets continued its long-standing philanthropic tradition with an in-Lounge “giving station” which allowed the celebrities to autograph and donate one of their favorite new gifts to the MusiCares® Foundation, which provides a safety net of critical assistance for members of the music community in times of need.
The GRAMMY Gift Lounge presented by Moroccanoil was open during rehearsals (January 28-30). Presenters and performers scooped up tens of thousands of dollars worth of amazing gifts, including:
A Moroccanoil signature sports bag filled with argan oil-infused Moroccanoil Treatment, Moroccanoil Moisture Repair Shampoo, Moroccanoil Moisture Repair Conditioner, Moroccanoil Hydrating Styling Cream, Moroccanoil Intense Hydrating Mask, Moroccanoil Glimmer Shine Spray as well as a set of new Moroccanoil Ionic Ceramic Hair Brushes.
The Lounge will once again be designed by Las Vegas’ pre-eminent production outfit Pacific Events, using furniture from Modern Studio Furnishings and floral creations from Tu Bloom Designs.
Modern Studio Furnishings
Located in Laguna Beach, California this eco-friendly company specializes in providing a modern aesthetic with traditional customer service.They carry modern and contemporary collections, including custom furniture for those unique customers.
For this year’s event, Modern Studio Furnishings designed and custom made the furnishings for the back stage celebrity gift lounge, adorning the room with the feeling of subtle sophistication. In conjunction with Distinctive Assets, they made an Eskada Chaise Lounge signed by the celebrities in attendance. It was auctioned off with a portion of the proceeds to benefit the Musicares Charity. For more on Modern Studio Furnishings, call (949) 376-0103 or visit them online at www.modern-furnishings.com.
Modern Studio Furnishings has developed Modhabitat which was born out of the need for sustainable housing for areas devastated by disaster such as the recent tragedy in Haiti. They are currently seeking an avenue for their housing solution to the Haiti relief effort. Just a few of the amazing benefits of this genius solution to rebuild after disasters are the fact that it can be para-dropped into affected areas and assembly takes 1/3 of the time it would take regular construction with unskilled labor. For more information, please go to www.modhabitat.com
From hard line rockers to pop divas to country artists, the talent at the GRAMMY gift suite were all entranced by professional poker player Lee Watkinson’s jewelry collection, Hardcore Elegance.
Stars will be shining on the ground as well as in the sky, as LA Gear furnished Presenters and Performers with its newly released LA Lights.
“The GRAMMYs are an iconic part of pop culture and the fabric of Los Angeles,” said LA Gear Director of Specialty Product Lance Jackson. “This event is the perfect fit for us, and the timing couldn’t be better, with the release of our new light up sneakers.” The LA Lights went on sale December 12, 2009, at all Sportie LA stores in Los Angeles and San Diego, and online at sneaker website www.SportieLA.com/lagear.
Celebrities’ smiles will gleam a little brighter thanks to the Icing 30 Carat Revolutionary At-Home Teeth Whitening System and cosmetic dentistry package gifted by Bling Dental. Icing™ is an elite teeth whitening sytem that contains 30 Carats* of whitening carbamide peroxide.
Icing™ was designed by the creator of Bling Dental: Dr. Raymond Frye, DMD, as a professional strength celebrity teeth whitener to be used in the comfort and convenience of your home. ICING 30 Carat offers immediate, long-lasting whitening achieved with one 60-90 minute treatment. Call 1(888) ICING99 or go to: www.icingteethwhitening.com
Solstice Sunglass Boutiques gifted their spring collections to talent. Jaime Foxx picked up a pair of new hot black and white Gucci’s retailing for $220.00 shortly after T-Pain picked up the same pair in red! T-pain also picked up style “Quirky” by Juicy Couture. T was proud to be wearing his hot new and hot pink Juicy shades while bopping around chanting “Juicy”! www.safilousa.com
HIPPIE CHIPS are a unique baked potato chip–ultra light in texture yet packed with taste and crunch. HIPPIE CHIPS are never formed–each chip has a unique shape. There motto is Peace, Love and Gluten Free. Hippie Chips come in six great flavors.
Hippie Chips is dedicated to supporting music–On the back of every Hippie Chips bag there is a music showcase section, which highlights a different band or artist. We also donate a portion of our proceeds to support music programs in schools.
Reverse Flying V guitars from Gibson USA were given to talent and some talent autographed them and gave them back, which then were auctioned off for the MusiCares Foundation. Go to www.gibson.com to read more and to check out Gibson’s new Sammy Hagar Chickenfoot Les Paul guitar… ’57 Classic in the neck and a hotter BurstBucker 3 in the bridge.
Talent got treated to deliciously fragrant, eco-friendly Soy Delicious Moisturizing Candles. They are made using 100% pure soy– not paraffin wax, making their candles eco-friendly and soot free. Environmentally sensitive, non-carcinogenic and non-toxic.
Soy Delicious also offer a personal spa experience. Soy contains Vitamin E and antioxidant properties, both known for their hydrating power. Once the candle liquefies, dip your finger or dipping spoon into the soy and use the oil as a rich moisturizing protein rub to massage or to keep hands, feet, cuticles and elbows feeling soft and luxurious. www.soy-delicious.com
Kimora Lee Simmons shares her house with all kinds of animals. “We have cats, dogs, birds, and everything in between!” she told us as she scoped out new Fancy Feast Appetizers for cats. She requested two blue sparkling collars with heart charms for her cats Midnight and Miyake, who are already fans of Fancy Feast Elegant Medleys. Now she’s looking forward to serving them Appetizers!
Jennifer Hudson’s mouth dropped open at the sight of the famous Fancy Feast cat inside the GRAMMYs gift lounge. Jennifer held out one hand to get a high-five from the celebrity cat while she pet and scratched the kitty with her other hand. Completely enamored with the charming feline, when Jennifer was asked if she has cats, she said, “No, but I’ll take that one!” She scooped up the “Celebrate the Moment” gift pack, then signed the Fancy Feast poster for a donation to MusiCares. Fancy Feast® gourmet cat food is the perfect way to show your love and the talents’ cats will definitely feel loved with their Fancy Feast ultimate pet gift package. www.fancyfeast.com
LANCERx Dermatology was onsite and was at home there with the stars of the 52nd Annual Grammy Awards; Dr. Harold Lancer of Beverly Hills, dermatologist to the entertainment, elite and world royalty, is the expert that Hollywood’s most recognizable faces, and bodies, trust to preserve and enhance their looks, their image and their careers. Celebs were gifted his skincare line, The Lancer Method – his three-step skincare technique, luxurious robes and gift certificates to experience the grandeur firsthand. www.LancerDermatology.com
Vivitar gave the gift of making memories as they gave the Vivitar DVR 850W- which is a pocket size digital video camera great to use for sports (even underwater sports) as it shoots five meters underwater. www.vivitar.com
Royal Underground gifted the ladies their rocker chic clothing. Royal Underground clothing is cloaked in intrigue, long on comfort, and as impressive as a combination of designers and owners Motley Crue’s Nikki Sixx and Kelly Gray could be thought to be.
Its cashmere and antiqued leather and carries details that you come across by chance, like naughty little secrets. It’s an outgrowth of a world that loves its hardcore rock music but hungers for prestige. Royal Underground; edgy cool with the aura of unattainablilty. www.royalunderground.net
For the second year, Waste Management sponsored a “green corner” within the Lounge where they will highlight their new “Recycling Rocks” campaign by giving a messenger bag made of recycled materials filled with eco-friendly goodies.
Live Nation, the world’s largest live music company, and Waste Management, Inc., the largest waste services provider and recycler in North America, have collaborated in a multi-year agreement encompassing Live Nation’s venues, concerts, tickets and online platform. www.livenation.com/recrocks
Under the agreement, Waste Management becomes the official waste services and recycling sponsor of 66 Live Nation venues across the country. Waste Management will promote recycling at all Live Nation venues, including concessions and backstage areas. What a difference this is going to make! For a multitude of options to help you recycle too, go to www.wm.com, www.greenopolis.com
MTG, out of Japan, was onsite and gifted the Re-Fa Platinum Electronic Roller, which helps achieve younger skin. This device is quite phenomenol; it is based on the science that our bodies have a natural bio-current. As we age, our body’s ability to produce this bio-microcurrent weakens and our skin ages.
The Re-Fa Platinum Electronic Roller is designed to generate a microcurrent that closely replicates the body’s natural bio-current. It has a proprietary 3D-V construction, which fit the angles of the face and body beautifully. Besides being coated with Platinum, it is fitted with ceramic rings of composed of 16 different types of natural ores. It has a waterproof construction, and is fitted with a solar panel, requiring no power connection. It is fitted with magnetic rings in the rollers that makes it possible to generate the necessary microcurrent, even where only limited natural light is available. In a word, this product is simply amazing.
Along with this, Twinklist ultimate foot and hand care packages was gifted; the kit is all you need for attractive healthy feet and hands, utilizing the most up to date materials and technology www.mtg.gr.jp
Celebs were also treated to Organasense, the Australian certified organic skincare line. They use Australian and French ingredients, cultivated from eco-friendly materials with a hundred years of tradition and history for three generations. Utilizing 60 different organic ingredients, high potency antioxidants, a natural permeation technology, low-temperature mixing technology and natural preservative patent technology to bring you one of the finest skincare systems in the world. Exquisite Agapara ladies handbags were also gifted.
The Lounge featured iPod docking stations from Harman International, the leader in audio and multimedia for the home, car and professional stage.
Talent visiting the Lounge was also treated to Misis sterling silver jewelry, Marley Coffee, the gorgeous new Palm Pixi/ Palm Pixi Plus, Ciroc Vodka and more...
Grammy Bag Sneak Peak
The official 52nd Annual GRAMMY Gift “Bag” was actually a $715 Mobilizer NXT® Hardside Officer’s Trunk (compliments of Victorinox Travel Gear) filled with a bevy of items such as a bi-coastal health club membership to The Sports Club/LA, a private island retreat at The Turks & Caicos Sporting Club at Ambergris Cay, DeLeá essential oil fragrance, Enerjii jewelry, SteelSeries Siberia v2 full-size headsets, WildCharge Technology by PureEnergy Solutions, Modern Meditations – Rock Goes Zen CD sets, an all-inclusive fitness retreat from Live In Fitness Enterprise, WooLoot Sport watches, Slimware portion-conscious dinnerware, argan oil-infused Moroccanoil Treatment and Moroccanoil Glimmer Shine Spray, Chocolatines by Sweet Endeavours, fūl backpacks, The Jerky Kids beef jerky, a new human-powered vehicle known as the Yucycle, LA Confidential magazine, chic pet products by Petprojekt, Johnny Rockets meal cards, Tag It Green recycled jewelry, OhMiBod musical massager, The Buzz Killers’ Buzz Killer card, dinner at Saam (at the SLS Hotel’s Bazaar by Jose Andreas), beauty packages from The Organic Pharmacy, People magazine, Custom Crystals embellished tank tops, Whitney Houston Deluxe Anniversary Edition CD, Elvis 75 – Good Rocking Tonight CD, Metamorphosis post-treatment skincare, Riazul Tequila, Colgate Wisp Plus Whitening, food and gaming packages from ESPN Zone, Music Connection magazine, smart heat hair tools, jewelry that gives back from Zorbitz, exclusive blu electronic cigarette starter kits, Luxurious Santa Teresa 1796 Rum, BCBG Max Azria fashion items, Anastasia eyebrow shaping, PackIt patented eco-gel, i360 music infused headwear, Netranie Devanan hot stone massages, Incoqnito leather cuffs and other last-minute surprises.
All of the attendees at the GRAMMY Celebration®, the official after party, will also get to share in the gifting extravaganza with fabulous Moroccanoil product-filled gift boxes made exclusively for the event.
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.
More on Moroccanoil
The originator and industry leader of luxury, professional argan oil-infused styling, finishing and conditioning products for the hair, the Moroccanoil brand is world renowned for its proprietary lightweight, instantly-absorbed formulas designed to give hair a silky, lustrous shine, a frizz-free and static-free finish, and revitalize hair while speeding drying time up to 40%. In less than three years, Moroccanoil has pioneered a new product category and become a runaway hit among fashion and beauty insiders. The products maintain a cult following among editorial, fashion, celebrity, film and television stylists as well as their celebrity clients. Moroccanoil’s argan oil is harvested under a free trade program, which provides substantial socio-economic support to thousands of families in the Souss-Massa region of Morocco. Moroccanoil products are sold exclusively in fine salons. Consumers can find the nearest salon by visiting www.moroccanoil.com.
The Recording Academy
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.
MusiCares provides a safety net of critical assistance for music people in times of need. MusiCares’ services and resources cover a wide range of financial, medical and personal emergencies, and each case is treated with integrity and confidentiality. MusiCares also focuses the resources and attention of the music industry on human service issues that directly impact the health and welfare of the music community.
Talent that attended the Distinctive Assets official Backstage Gifting Lounge for the 52nd Annual Grammy Awards:
Aaron Carter, Bethenny Frankel, Alex Band, Celine Dion, From Alice in Chains, Jerry Cantrell, Melda May, Mike Inez, Jennifer Hudson, Sean Kinney, Kate Voegel, William DuVall, and Kimberly Caldwell, All American Rejects, Chris Gaylor, Kimora Lee Simmons, Mike Kennerty, Lady Antebellum, Hillary Scott, Nick Wheeler, Lalah Hathaway, Tyson Ritter, Mary J. Blige, Andrea Bocelli, Melissa Rivers, Anthony Hamilton, Miranda Lambert, Atreyu, Dan Jacobs, Rihanna, Atreyu, Travis Miguel, Roberta Flack, Black Eyed Peas, apl.de.ap, Shar Jackson, Taboo, Taylor Dayne, Charlie Wilson, Tia Carrere, David Foster, DJ Tony Okungbowa, Elliot Yamin, Foo Fighters, Rami Jaffee, George Clinton, Green Day, Mike Dirnt, Tré Cool, Greg Grunberg, Jamie Foxx, Jason Derulo, Jeff Beck, Jimmy Jam, Justin Bieber, Justin Guarini, Kelly Hansen, Kris Allen, Kurt Elling, Lady Antebellum, Charles Kelley, Dave Haywood, Leon Russell, Linkin Park, Joe Hahn, Mike Shinoda, Lionel Richie, LMFAO, Skylar “Sky Blu” Gordy, Stefan “Redfoo” Gordy, Maxwell, Michael Johns, Mick Fleetwood, OneRepublic, Brent Kutzle, Drew Brown, Eddie Fisher, Ryan Tedder (special Zach Filkins, Randy Jackson, Slash, Smokey Robinson, The Fray, Ben Wysoki, Dave Welsh, Issac Slade, Joe King, T-Pain, Zac Brown Band, Chris Fryar, Clay Cook Coy Bowles, De Martini, John Driskell Hopkins, Zac Brown.
Photos by Jane Emery
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Written by Lanee Neil