They Said the Room Was Too Competitive. We Redecorated It.
The 65th Grammys. The 50th Anniversary of Hip-Hop. The Right Brands in the Room.
The Recording Academy x Intertwined Agency
//Industry
Cultural Marketing & Brand Experiences
//My Role
Core Strategy & Partnerships Team
The 65th Grammy Awards was not just an awards show. It was the 50th anniversary of hip-hop, a once-in-a-generation cultural moment that demanded brand partners who could show up with authenticity and intention, not just a check.
As a Multicultural Strategy and Partnerships Consultant brought into the core team, my mandate was clear. Build the narrative infrastructure that gets the right brands in the room and make sure the work is tight enough to hold them there.
//The Challenge
Engineered the pitch deck that opened the door. Built the operational systems that kept a lean team moving at the speed the moment demanded.
Personally cultivated the AT&T Multicultural relationship, placing them at the 65th Grammys on hip-hop's 50th anniversary. Cadillac, a cornerstone of the culture, arrived through the founder's vision.
The right brands. The right moment. By design.
//The Work
Hip-hop turning 50 was inevitable. Which brands got to stand inside that moment was not. We put AT&T Multicultural and Cadillac in the room where culture became commerce at the highest level.
//The Result
Culture doesn't wait for budgets to catch up. The room doesn't build itself. It takes someone who sees the moment before it arrives and knows exactly where to place you inside it.
//The Room Doesn't Build Itself.
Your Cru Is Waiting →
Your Cru Is Waiting →
Your Cru Is Waiting → Your Cru Is Waiting →