WORK · 05
58th Grammy Backstage Placement: A Partnership Won Without Budget
- Client
- NOON VR (FXGear)
- Role
- Partnership planning, proposal, PR leadership
- Period
- 2016
- placement spend
- $0
- backstage talent · VIP lounges
- Grammy
- Yahoo, Hollywood Times coverage
- Global
Challenge
The brand needed North American awareness, and placement at the world’s biggest music awards normally costs six figures.
Approach
I planned and produced the marketing materials, promo film, and proposal myself and led the partnership negotiation. The result: product placement in the backstage talent lounge and VIP lounge of the 58th Grammy Awards at the Staples Center, at no cost. I wrote and distributed press releases on the activation to global media.
Result
Coverage followed on Celebuzz, Hollywood Times, Yahoo News, Entertainment Today, and more. That coverage became a credibility asset for later vendor negotiations and fundraising.
Frequently asked questions
How was a Grammy placement possible without budget?
The quality of the marketing materials, promo film, and proposal carried the negotiation. The product and its content were the bargaining asset.