UnitedMasters, the renowned music platform, is set to kick off Grammy weekend with an electrifying show featuring three buzzing independent artists: the Nigerian-American sensation Davido, Dominican rapper Tokischa, and the South Africa-based DJ-artist Uncle Waffles. The much-anticipated event is scheduled to take place at the iconic Hollywood Palladium on Friday, Feb. 2.
Building on the success of last year’s showcase that featured talents like Brent Faiyaz, Russ, and Tobe Nwigwe, drawing in a crowd of 2,500 fans, including industry giants like Jay-Z, Beyoncé, Nas, and DJ Khaled, this year promises to be even more extraordinary.
The announcement emphasizes that over half of this year’s Grammy nominations spotlight independent artists, underlining the increasing prominence of talent operating outside traditional label structures.
Steve Stoute, the founder and CEO of UnitedMasters, expressed his enthusiasm, stating, “Last year was the first time we brought independence to music’s biggest weekend. 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 plays a pivotal role in connecting brands with culture to create unforgettable moments. Major partners such as Diageo, Ally, Delta Air Lines, Visa, and Disney contribute to large-scale commitments benefiting the UnitedMasters community of artists.
Diageo and Bulleit Frontier Whiskey continue their role as the official spirits partner of “A Celebration of Independence.” Jesse Damashek, SVP Marketing, Whiskey and Liqueurs at Diageo, emphasized the growing importance of creator independence, stating, “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. 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 the celebration this year are new partners, including Diageo’s Johnnie Walker, Ally, Honda, and Delta Air Lines.
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