Backstage at 2011 Grammys Music’s Biggest Night

Backstage at 2011 Grammys Music’s Biggest Night

Distinctive Assets Rocks Grammys Backstage Lounge

Iconic rock star Mick Jagger was strutting his stuff at this year’s Grammys. Plus Barbra Streisand, Katy Perry, Lady Gaga, Lady Antebellum, Eminem, Usher, Justin Bieber, etc., were all there with show-stopping numbers.

There was something for everyone on stage, as well as backstage thanks to Distinctive Assets. Lash Fary, Distinctive Assets’ founder, produced the 53rd annual Grammy Awards’ Backstage Lounge for “music’s biggest night.”

“To be part of music’s biggest night on any level is as thrilling today as it was twelve years ago,” says Fary.

“We always look forward to introducing talent to an array of companies with fabulous gifts to share. Ranging from up-and-commers to tried-and-true brands celebrities already love. This is always the highlight of my year and a gift experience that sets the standards for so many others.”

It’s true that Distinctive Assets is credited with beginning the marketing craze of celebrity swag over a decade ago. And the stars continue to make their pilgrimage to check out all the must-haves.

The Grammy Gift Lounge was presented by Bench ® which just launched its fashions in America. Bench is a British-born clothing brand that had the coolest designs and mass appeal with the hot stars backstage. On hand checking out the new line was Brit-born songbird Florence Welch, of Florence and the Machine.

Florence rocked during the opening tribute number, along with Yolanda Adams, Martina McBride, Jennifer Hudson, and Christina Aguilera. Yolanda and Martina were seen in the lounge checking out the fabulous Bench wear. So did Dierks Bentley and Herbie Hancock.

Back by popular demand in the lounge was Moroccanoil, a leader in luxury hair care products. It’s a favorite of gorgeous Fergie from the Black Eyed Peas. New styling products were introduced, which Marika Shaw and Sarah Neufeld of the band Arcade Fire loved.

“It’s all good,” Marika beamed happily backstage. Arcade Fire shocked the Grammy crowd by taking home the Album of the Year award for “The Suburbs.” Marika and Sarah also enjoyed Case-Mate’s fashion-forward customized “I Make My Case” special Grammy designs for mobile tech accessories. Cindi Lauper and LeAnn Rimes too.

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Special musical moments in the lounge were thanks to Epiphone which had “Inspired by John Lennon” Guitars in celebration of John Lennon’s 70th birthday anniversary. It had Michael Chiklis playing like a rock star. Jackson Browne and LeAnn Rimes also had a little jam session, playing on the Epiphone’s replica of Lennon’s Revolution Casino guitar.

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Other stars played around with DJ Hero 2 and Guitar Hero: Warriors of Rock video games.

Making the female stars go “ga ga,” the most wonderful shoes for style and comfort were from Isola footwear; R.A.T.S. Atelier men’s apparel (impressing super-cool actor-singer Donnie Wahlberg); and a company that started with beach chairs and grew into handbags, swim caps, etc., from Brandina The Original.

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“Ful” laptop on the go messenger bags and backpacks; The Body Shop’s Nutriganics Skin Care, cream toner for a natural lift; MyPurMist soothing sinus and respiratory treatment apparatus; designer SOLSTICE sunglasses; Delta Private Jets gift vouchers; and Tu Bloom Designs floral displays.

The Grammys’ Best New Artist, Esperanza Spalding was interested in learning about the amazing Votre Vu’s SnapDragon Beauty Beverage and Ten Gauge Health & Energy Slam. And she also mentioned about looking forward to her upcoming trip to Japan and having a great dinning experience while she’s there.

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Dazzling everyone was the new jewelry brand from Glacé by Grossé of Japan, which has had a Hollywood connection since the days of Garbo. Representative from Tokyo were happy to introduce the new younger generation designs to the Grammy stars.

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Also from Japan, ReFa-PRO platinum electronic rollers by MTG, inventive relaxation message products, enjoyed by Mayim Bialik.

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Also being enjoyed was the Smirnoff People’s Challenge and martini sets; Diet Pepsi; Trident’s new Vitality gum; and Cold Stone Creamery Yogurt Bar, which everybody loved.

Stars turned into wild kids with the Mobo Cruiser by Asa Products Inc., sort of a “hot wheels” for adults. The Alice In Chains band members, Greg Grunberg, Justin Guarini, and others took turns at peddling the bike around backstage, as did president of the National Academy of Recording Arts and Sciences, Neil Portnow. To paraphrase Cindy Lauper, who also enjoyed the Mobo Cruiser, “Stars just wanna have fun.”


Margie Barron has written for a wide variety of outlets including Gannett newspapers, Nickelodeon, Tiger Beat and 16 Magazine, Fresh!, Senior Life, Production Update, airline magazines, etc. Margie is also proud to be half of the husband and wife writing team Frank & Margie Barron, who have written together for various entertainment and travel publications for more than 30 years.

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