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Khalid, Lil Uzi Vert, Julia Michaels Partner With GRAMMY Awards, Uber
Ever fantasize about your favorite artist crashing your Uber ride? Now, thanks to the 60th GRAMMY Awards Uber partnership with three Best New Artist GRAMMY nominees — Khalid, Lil Uzi Vert and Julia Michaels — the rideshare company will make that dream come true for unsuspecting aspiring musician Uber drivers.
Each Best New Artist nominee will share their career stories and give a leg up to the aspiring musicians who will be surprised by the encounter. Lil Uzi Vert will surprise a Philadelphia rapper; Khalid will pair up with a beat maker; and Michaels will swap stories with an aspiringsinger.
Fans will have the chance to live vicariously through the selected Uber drivers with videos of the interactions, which will air during the 60th GRAMMYs on Jan. 28 on CBS.
"In music, everyone is working towards that big break," Amy Friedlander Hoffman, who heads experiential marketing for Uber, told Billboard. "That's why we are thrilled to partner with the GRAMMYs to further the ambitions of artists and fans alike."
"The Recording Academy is proud to partner with Uber, one of today's more innovative brands, to build a multifaceted, fully immersive program worthy of the 60th Annual GRAMMY Awards," added Evan Greene, the Recording Academy's Chief Marketing Officer. "This partnership is creating unique and unexpected opportunities to connect with music’s biggest night."
The 60th GRAMMY Awards will take place at New York City's Madison Square Garden on Sunday, Jan. 28. The telecast will be broadcast live on CBS at 7:30–11 p.m. ET/4:30–8 p.m. PT.