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.