Monday, February 21st, 2011 at 7:04 pm
I don’t watch award shows. Never had, and probably never will. However I gotta commend Steve Stoute for dipping into his own pockets to call out The Grammy’s for being weak. He took out this ad in the NY Times Music section. Hey Beibs, Steve Stoute has your back.
- Just so that I’m not showing partiality to hip-hop artists (although it would be an entirely different letter as to how hip-hop music has been totally diminished as an art form by this organization), how is it that Justin Bieber, an artist that defines what it means to be a modern artist, did not win Best New Artist? Again, his cultural impact and success are even more quantifiable if you factor in his YouTube and Vevo viewership – the fact that he was a talent born entirely of the digital age whose story was crafted in the most humble method of being “discovered” purely for his singing ability (and it should be noted that Justin Bieber plays piano and guitar, as evidenced on his early viral videos).So while these very artists that the public acknowledges as being worthy of their money and fandom are snubbed year after year at the Grammys, the awards show has absolutely no qualms in inviting these same artists to perform. At first I thought that you were not paying attention to the fact that the mental complexion of the world is becoming tanned, that multiculturalism and poly-ethnicity are driving new meaning as to what is culturally relevant. Interesting that the Grammys understands cultural relevance when it comes to using Eminem’s, Kanye West’s or Justin Bieber’s name in the billing to ensure viewership and to deliver the all-too-important ratings for its advertisers.
What truly inspired the writing of this letter was that this most recent show fed my suspicions. As the show was coming to a close and just prior to presenting the award for Album Of The Year, the band Arcade Fire performed “Month of May” – only to… surprise… win the category and, in a moment of sheer coincidence, happened to be prepared to perform “Ready to Start.”
Does the Grammys intentionally use artists for their celebrity, popularity and cultural appeal when they already know the winners and then program a show against this expectation? Meanwhile the National Academy of Recording Arts and Sciences hides behind the “peer” voting system to escape culpability for not even rethinking its approach.
And I imagine that next year there will be another televised super-close-up of an astonished front-runner as they come to the realization before a national audience… that he or she was used.
You are being called to task at this very moment, NARAS.
And to all of the artists that attend the Grammys: Stop accepting the invitation to be the upset of the year and demand that this body upholds its mission for advocacy and support of artistry as culture evolves.
Demand that they change this system and truly reflect and truly acknowledge your art.