As Grammy weekend’s most intimate and exclusive event, Lucian Grainge’s 2016 Artist Showcase gave industry insiders highly coveted, front-row seats to performances by music’s most buzzed about and emerging talent. Universal Music Group’s 2016 Artist Showcase was presented by American Airlines and Citi. American Airlines asked artists to show support for their Miles for Kids in Need program by signing an American Airlines guitar.
For every signature, 10,000 miles were donated. Miles were doubled for artists who played the guitar and tripled for artists who tweeted a photo with the guitar. Miles for Kids in Need supports various organizations, including St. Jude, Make a Wish and the Jimmy Fund. Citi is a long-time supporter of Musicians On Call, an organization that delivers the healing power of music from live and recorded music to patients in healthcare facilities. In support of the organization, a large screen print by Korean artist Yoon Hyup was signed by all artists attending the Showcase and donated to Musicians on Call to auction off.
Singers The Weeknd (L) and Demi Lovato attends Lucian Grainge’s 2016 Artist Showcase Presented by American Airlines and Citi at The Theatre at Ace Hotel Downtown LA on February 14, 2016 in Los Angeles, California. (Photo by Lester Cohen/Getty Images)
Sam Hunt and Lucian Grainge CBE, Chairman & Chief Executive Officer of Universal Music Group, seen at Universal Music Group: Lucian Grainge’s 2016 Artist Showcase Presented by American Airlines and Citi at The Theatre at Ace Hotel on Sunday, Feb. 14, 2016, in Los Angeles, CA. (Photo by Eric Charbonneau/Invision for UMG/AP Images)
Tori Kelly at Universal Music Group: Lucian Grainge’s 2016 Artist’s Showcase presented by American Airlines and Citi at the Theatre at the Ace Hotel on Sunday, Feb. 14, 2016 in Los Angeles. (Photo by Eric Charbonneau/Invision for Citi/AP Images)
Chris Stapleton at Universal Music Group: Lucian Grainge’s 2016 Artist’s Showcase presented by American Airlines and Citi at the Theatre at the Ace Hotel on Sunday, Feb. 14, 2016 in Los Angeles. (Photo by Eric Charbonneau/Invision for Citi/AP Images)
Singer Demi Lovato attends Lucian Grainge’s 2016 Artist Showcase Presented by American Airlines and Citi at The Theatre at Ace Hotel Downtown LA on February 14, 2016 in Los Angeles, California. (Photo by Lester Cohen/Getty Images)
DNCE’s Jack Lawless, Cole Whittle, JinJoo Lee and Joe Jonas seen at Universal Music Group: Lucian Grainge’s 2016 Artist Showcase Presented by American Airlines and Citi at The Theatre at Ace Hotel on Sunday, Feb. 14, 2016, in Los Angeles, CA. (Photo by Eric Charbonneau/Invision for UMG/AP Images)
Halsey at Universal Music Group: Lucian Grainge’s 2016 Artist’s Showcase presented by American Airlines and Citi at the Theatre at the Ace Hotel on Sunday, Feb. 14, 2016 in Los Angeles. (Photo by Eric Charbonneau/Invision for Citi/AP Images)
Jennifer Breithaupt, Managing Director of Media, Advertising & Global Entertainment, Citi, and Ralph Andretta, Head of North America Branded Cards, Citi, at Universal Music Group: Lucian Grainge’s 2016 Artist’s Showcase presented by American Airlines and Citi at the Theatre at the Ace Hotel on Sunday, Feb. 14, 2016 in Los Angeles. (Photo by Eric Charbonneau/Invision for UMG/AP Images)
roye Sivan and Lucian Grainge CBE, Chairman & Chief Executive Officer of Universal Music Group, seen at Universal Music Group: Lucian Grainge’s 2016 Artist Showcase Presented by American Airlines and Citi at The Theatre at Ace Hotel on Sunday, Feb. 14, 2016, in Los Angeles, CA. (Photo by Eric Charbonneau/Invision for UMG/AP Images)
A general view of atmosphere at Universal Music Group: Lucian Grainge’s 2016 Artist’s Showcase presented by American Airlines and Citi at the Theatre at the Ace Hotel on Sunday, Feb. 14, 2016 in Los Angeles. (Photo by Eric Charbonneau/Invision for Citi/AP Images)
A general view of atmosphere at Universal Music Group: Lucian Grainge’s 2016 Artist’s Showcase presented by American Airlines and Citi at the Theatre at the Ace Hotel on Sunday, Feb. 14, 2016 in Los Angeles. (Photo by Eric Charbonneau/Invision for Citi/AP Images)
