2024 GRAMMYs: Joni Mitchell Performs For The First Time ...

Held during 2024 GRAMMY Week, the third installment of #GRAMMYsNextGen was as much an extensive art exhibition as it was an exploration of sight and sound. The initiative celebrates the leading creators and professionals shaping the future of music.

Partygoers could be seen from three blocks away as they converged onto GRAMMY House in DTLA. Held on Fri, Feb. 2, two nights ahead of the 66th GRAMMY Awards, excitement for the ceremony was felt in every corner of Rolling Greens' massive campus of warehouse and outdoor garden spaces. 

A far cry from DTLA’s warehouses, the Arts District venue featured eye-catching and tasteful details, including bell-shaped straw shades hanging over lightbulbs and an urban greenhouse. The setting was perfect for GRAMMY House exhibitions, including a cylindrical centerpiece displaying a timeline of landmark moments from the Latin GRAMMYs.

Guest activations included Mastercard’s ultra-chic secret garden bar space, a Dyson showroom with hair styling salon, as well as a Sonos sound interview and photo room.

Attendees showcased their skills in front of the camera at several#GRAMMYsNextGen photo areas. From TikTok’s most-followed creator, Khaby Lame, to singer/songwriter Lucky Daye and Mali-Koa and Leo Stannard of dance duo AR/CO to miniature charmer Kayden Alexander Koshelev, influencer Clawdeena (who was dressed like a futuristic devil), to actor Michael Epps and "American Idol" finalist Haven Madison, #GRAMMYsNextGen has an intimate relationship with the lens. 

Music permeated the various spaces of Rolling Greens, adjusting to the moods of the activations and settings of the campus. Inside Mastercard’s delightful Secret Garden — perhaps the most sophisticated and comfortable spot in the party — DJs spun groovy dance tunes. Adding to the charm of the space, everything inside the Secret Garden was sustainably sourced, going to be repurposed or made from recycled materials. A short video on a loop showed Mastercard’s eco-forward initiatives, and the approachable staff on-site were there to answer any questions on the program that guests had.    

But #GRAMMYsNextGen was all about the photos. If you didn’t know how to pose before attending #GRAMMYsNextGen, you would have picked up a lot of pointers by the end of the night. From floral backdrops to street art, a neon boombox to a giant gold GRAMMY, a disco ball sculpture to a "plant-based" GRAMMY, each installation meant another snap of the phone camera.

Over the course of three hours, Yasmin and Cyanide Beats provided the music in one of the larger rooms. They ranged from high-energy thumpers to throwback favorites from the ‘90s, among them the perennial "Milkshake" from Kelis and Missy Elliott’s "Work It." 

In the evening, Nigerian rapper Blaqbonez took to the stage for a live performance. Oozing with confidence and clad in leather, Blaqbonez’ irresistible magnetism pulled the audience in, encouraging them to chant along with "Like Ice Spice." He responded to their amped-up reactions with the winning sense of humor for which he is known. 

First-time GRAMMY nominee Romy, who is up for Best Dance/Electronic Recording for "Strong," a collaboration with multiple GRAMMY nominee Fred Again… took control of the decks playing her signature brand of emotive bangers. Smiling nonstop and singing along to her selections, she had the whole dancefloor moving!

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