Skip to main content

Grammys to get the Instagram treatment with live images and videos, straight from artists

rock and roll hall of fame
LL Cool J, host of the 58th-annual Grammy Awards, will be on of several artists sharing content in a partnership with Instagram. buzzfuss/123RF
With the Grammy Awards just a few days away, its organizers will provide fans with even more ways to access the event through an exclusive partnership with Instagram. In addition, for the first time, the 58th-annual Grammy Awards will get its own Instagram video channel that will feature the night’s best awards content. The video channel will be available within the Instagram app’s “Search & Explore” tab, and will go live on the day of the event.

The deal will see the photo-sharing app team up with Billboard and the National Academy of Recording Arts and Sciences (the organization that presents the Grammys) to provide behind-the-scenes images and videos from the event. The musicians capturing the action as part of the campaign include Grammy host LL Cool J, Skrillex and Diplo (as their production alias Jack Ü), R&B singer Kehlani, and country star Luke Bryan.

The official Grammys and Billboard Instagram accounts will also be posting real-time backstage footage throughout the night. Additional content will be featured on the Instagram @music page, including live videos presenting the best moments from the ceremony.

“Instagram’s reach will, for the first time, provide the world’s music fans with a 360-degree perspective of the kind of VIP event most of them have never experienced,” said John Amato, co-president of The Hollywood Reporter-Billboard Media Group. “Music is one of the most followed subjects on Instagram, and Instagram houses passionate fan communities that belong to every Grammy-nominated star.”

The Instagram festivities will kick off before the main event to include images and video from the Billboard Power 100 on Friday; MusiCares 2016 Person of the Year Honoring Lionel Richie on Saturday; and The Recording Academy & Clive Davis Present the Pre-Grammy Gala on Sunday. The Grammy Awards will then get its own dedicated coverage on Monday, February 15.

“These unique moments and conversations [will] make watching the Grammy Awards that much more rewarding,” said Lauren Wirtzer-Seawood, head of music partnerships at Instagram.

The focus on live broadcasts of an event will inevitably evoke parallels between Instagram and its rival Snapchat. The latter already covers news, sports, and special events with its curated Live Stories. Meanwhile, Twitter has also handed over the reins of its platform to celebrities to create exclusive content using unique apps, which it then features in its curated Moments tab. That’s not to say that Instagram has a monopoly on the awards, as stars and musicians will no doubt be broadcasting their antics using the aforementioned apps as well.

Editors' Recommendations

Saqib Shah
Former Digital Trends Contributor
Saqib Shah is a Twitter addict and film fan with an obsessive interest in pop culture trends. In his spare time he can be…
Say what? Instagram could soon be launching voice and video calling
instagram drug hashtags cell phone tablet device 163148


Instagram has been crushing the competition for awhile now (looking at you, Kylie-Jenner-shunned-Snapchat), and is now looking to expand its territory of domination. As initially reported by TechCrunch, there are files in both Instagram and Instagram Direct's Android Application Packages (or APKs) that suggest that there will soon be a "Call" and "Video Call" function available.

Read more
Video is key, Facebook says as Instagram Stories, WhatsApp post big growth

Video will continue to be a focus for Facebook as the company’s various platforms continue to grow in numbers. According to Facebook’s quarterly earnings call, the video-focused Instagram Stories feature as well as WhatsApp now have 300 million users active on the platform every day, while Facebook has reached 2.1 billion monthly users and 1.4 billion daily users. Facebook video will be a focus for the next three years, while the company also plans on expanding business tools for Messenger and Marketplace options, while also adding new artificial intelligence tools.

Unlike publicly sharing a video on Instagram, Stories is designed to share visual moments from the day with friends and followers. Facebook CEO Mark Zuckerberg said that video can help foster a bigger sense of community on social media. He added that interaction with friends can be time well spent, compared to just passively watching a video.

Read more
Xbox One gets love from Amazon as it rolls out Prime video app to more countries
xbox one x 4k resolution list glamour shot

Xbox One owners in Canada, France, Italy, Spain, Mexico, and India will be able to get more out of their machines from this week, provided they're signed up to Amazon Prime, that is. Xbox-owning Prime members in most countries around the world can already use their console to watch movies and TV shows from Amazon's streaming service, but the addition of these final markets makes the offering a truly global one.

And those waiting for their brand-new Xbox One X won't be disappointed, either, as come November 7, when the machine starts to ship, owners will be able to use it to stream content in 4K from Prime's hefty catalog of movies and TV shows.

Read more