Facebook is partnering with the 2021 Grammy Awards for an exclusive streaming live pre-show event on the Sunday night (March 14) that will feature the first ever virtual Fan Zone where members will be featured in hosted segments and have their questions answered by some of their favorite Grammy-nominated artists.
The virtual Fan Zone will be active throughout the night, providing a place for FB Group members to engage on in-show performances and award winners. The live event will stream to the Grammy Awards Facebook page at 6:30 p.m. ET, before the 63rd annual awards show kicks off at 8 p.m. ET on CBS.
On Tuesday (March 9) the Recording Academy also announced its official marketing partners for this year’s event, which include Bulova, Facebook, IBM, JBL, Mastercard, Pandora, People and SiriusXM.
“We are fortunate to be putting on the 63rd Annual GRAMMY Awards alongside these extraordinary brands,” said Adam Roth, Senior Vice President of Partnerships & Business Development at the Recording Academy in a statement. “They are united in their belief that music is a healing force that can bring much-needed change to our world. Our partners stand with the Academy as we work year-round to build a more diverse and inspiring world for music creators. We are thrilled to work with these industry-leading partners to excite and engage passionate music fans everywhere.”
The official Grammys timepiece partner, Bulova, will celebrate all the Grammy-nominated artists with an exclusive watch from their music-inspired Grammy Edition watch collection, with first-time winners taking home and exclusive edition “Grammy Automatic” watch, infused with musical cues throughout and a “Circle of Fifths” dial design.
Other official partner tie-ins to the show include cloud and AI partner IBM’s Grammy Debates with Watson, an AI-curated music debate experience available to fans around the world; JBL’s “Tomorrow’s Sounds” program supporting the next generation of musicians and artists; Mastercard, which is hosting a Virtual Fan Wall experience for select cardholders where they can interact with some of this year’s nominees; Pandora’s Grammy Awards Radio, which will run through March 31; People’s livestream from the Grammy Awards; and SiriusXM’s first-ever Grammy Channel featuring music from nominees, and artist interviews.
The 63rd annual Grammy Awards, hosted by The Daily Show’s Trevor Noah, will air live on Sunday (Mar. 14) at 8 p.m. ET/5 p.m. PT on CBS, Paramount+ and Grammy.com. Online viewers can also stream CBS with free trials on fuboTV and Sling TV. Billboard may receive affiliate commission through links on our site.