The 2015 Grammys started in classic style with hard rock icons AC/DC launching the CBS broadcast with “Highway to Hell,” getting the star-studded crowd at LA’s Staples Center to sing along. It was a great mix of music stars from Paul McCartney, Kanye West, Rihanna, Beyonce, Katy Perry, Lady Gaga, Tony Bennett, Tom Jones, Miranda Lambert, Ariana Grande, Gwen Stefani, Adam Levine, and the darling of music’s biggest night Sam Smith, who took home four major awards thanks to his sweet infectious hit “Stay With Me.”
But let’s give a special shout out to a major highlight of the night, the magnificent Annie Lennox (at 60!) took the room full of young and ageless artists to school when she performed “Take Me to Church” with Hozier. Her voice is legendary, and she has a new recording “Nostalgia,” plus a PBS Great Performances live concert special airing later this year. It will be a must-see for all generations.
At the Grammys there was something for everyone on stage, as well as backstage thanks to Distinctive Assets. Lash Fary, Distinctive Assets’ founder, produced the 57th annual Grammy Awards’ Gift Lounge. “To be part of music’s biggest night on any level is as thrilling today as it was years ago,” says Fary. “We always look forward to introducing the talent to an array of companies with fabulous gifts to share. 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 about 15 years ago. And the stars continue to make their pilgrimage to check out all the must-haves.
The Grammy Gift Lounge was presented by MTG, introducing their groundbreaking beauty solutions. MTG is a Japanese company that offered innovative roller massaging devices that creates the effects of a mini spa experience. Of course the lovely ladies visiting the lounge, including Pauley Perrette (NCIS), Garcelle Beauvais (Grimm), singer Ashanti, and Chilli of TLC, loved MTG as well as the Wellness 360 presentation. They learned about health and vitality from Wellness 360’s Dr. Jane Cases. And there was the Italian comfort food diet offered by Tisanoreica.
Also “starring” in the lounge were the styles of Sean John. Sean John is the Sean Combs (aka P.Ditty) company that has really made its mark in the fashion industry with the signature velour track suits. And all the celebrities were delighted to get the new “Dream Big” Sean John tee-shirt that captured the spirit of the event. Another fashion statement was made by New Era, the leading sportswear brand which had special Grammy caps made.
For the real rock stars and all the wannabe celebs, Gibson Guitars created a throne fashioned from guitars that evoked the royal seat from “Game of Thrones.” In addition to sitting on the throne, a special Les Paul “auto-tune” guitar wowed the real musicians, and super-cool Grammy host LL Cool J strummed a little acoustic number.
Other Grammy Gift Lounge goodies included a Rocky Mountaineer luxury rail journey through the Canadian Rockies. The hottest designer sunglasses from Marchon were on hand. Dorco’s incredible premier shavers were cutting edge. Devicewear protective cases with pictures were a hit. Cool J naturally gushed over the crystal pendants from SIS designed by Simone I. Smith (his wife). Celebs were getting information on Rouse Social and a quick demo of the mobile application that pulls in all social media from artists, celebrities, brands and more. Custom Truth skate decks and “Sprayground #FinishIt” backpacks were given out. And the show’s presenters and performers also walk away with a Grammy Gift Bag which exemplified a distinct portfolio of stellar brands assembled by Lash Fary and the Distinctive Assets team.
It all was part of a spectacular musical night filled with special moments on stage and backstage in the gift tent lounge. Can you imagine seeing the guys from the groups Plain White Tees and A Great Big World, Herbie Hancock, Mario, Paul Stanley of KISS fame, ’N Sync’s Joey Fatone, Greg Grunberg (Heroes), BowWow, Pauley Perrette, and so many more playing with the WowWee’s colorful type of robo-trolls and “MiPosaurs,” incredible interacting android dinosaur. The child-like stars had fun playing “dino-robot soccer” as the rock of ages rocked on.