The UnitedMasters music platform will again kick off Grammy weekend with a trio of buzzing independent artists: Nigerian-American singer Davido, Dominican rapper Tokischa and South Africa-based DJ-artist Uncle Waffles. The show takes places at the Hollywood Palladium on Friday, Feb. 2.
Last year’s showcase featured Brent Faiyaz, Russ and Tobe Nwigwe and drew some 2,500 fans, including Jay-Z and Beyoncé, Nas, DJ Khaled, Wiz Khalifa, Future, Daniel Kaluuya, Damson Idris, Gayle King, Jermaine Dupri, Grandmaster Flash and more.
As the announcement notes, more than half of this year’s Grammy nominations include independent artists.
“Last year was the first time we brought independence to music’s biggest weekend,” said Steve Stoute, founder and CEO of UnitedMasters. “This year, we’re coming back to celebrate global independence featuring international acts. We’re showing artists that they can be completely independent while sharing the same levels of success as their label-signed counterparts. It’s an experience where artists, brands, and fans can all come together to celebrate independent music.”
UnitedMasters connects brands with culture to create these unforgettable moments. Diageo, Ally, Delta Air Lines, Visa, and Disney all partner with UnitedMasters in large-scale commitments benefitting the UnitedMasters community of artists.
Diageo and Bulleit Frontier Whiskey continue as the official spirits partner of “A Celebration of Independence.”
“Now more than ever, creator independence is growing in importance. At Bulleit, we are passionate about developing impactful ways to connect the world with Pioneers that are pushing the boundaries of creativity,” said Jesse Damashek, SVP Marketing, Whiskey and Liqueurs at Diageo. “We are beyond excited to return to the Celebration of Independence event as it continues to be a major milestone in kicking off a new year of collaboration with UnitedMasters Artists.”
Joining them this year for UnitedMasters’ second annual Celebration of Independence are Diageo’s Johnnie Walker, Ally, Honda, and Delta Air Lines.
