Grammys Live From the Red Carpet Moves to Twitter

The exclusive livestream from The Recording Academy and CBS was on Facebook last year

CBS will air the 62nd Annual Grammy Awards live Jan. 26 The Recording Academy/Getty Images

The Recording Academy and CBS will livestream Grammys Live From the Red Carpet exclusively on Twitter, after the preshow livestreamed on Facebook last year.

Twitter’s livestream will begin at 5 p.m. ET/2 p.m. PT Sunday, Jan. 26, bringing red-carpet arrivals and behind-the-scenes coverage to @RecordingAcad and @CBS.

CBS will air the 62nd Annual Grammy Awards live from Staples Center in Los Angeles at 8 p.m. ET/5 p.m. PT Jan. 26.

Fans viewing the livestream will be able to submit questions to artists via Twitter, and other interactive features will be incorporated during the event, including fan-determined polls and tweets from fans.

During the ceremony, fans will have access to live looks into the media center, where winners will answer questions from the international press.

Twitter said it will also debut a new #TweetCam experience, describing it as “a sponsored, user-activated audience camera triggered by fans who use the hashtag.”

Leading up to the Grammys, The Recording Academy and Twitter are teaming up on question-and-answer sessions that are exclusive to the social network, with participating artists including Black Pumas, Burna Boy, Cage the Elephant, Luis Fonsi, Meek Mill, Offset, Social House and YBN Cordae.

Twitter head of U.S. entertainment partnerships Sarah Rosen said in a release, “Whenever something happens in music, fans rush to Twitter to talk about it. We’re excited to be working with The Recording Academy and CBS to bring even more of the best music content fans love to Twitter.”

The Recording Academy chief digital officer Lisa Farris added, “We’re thrilled to partner with Twitter to offer a unique opportunity for music lovers around the globe to connect with artists who left an immense impact on their lives this past year. With this livestream, fans will have a digital all-access pass to the red carpet as we count down to music’s biggest night.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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