Fortune 500 event behemoth Live Nation is launching a live performance version of The Grammys with the Live Nation Music Awards, set to air on national TV Oct. 1.
Bizjournals LA reports it will honor the best in categories like “Live Performance of the Year,” “Best On-Stage Collaboration,” and “Best Special Effects in a Festival.”
The project is the work of Live Nation with IMG and Dick Clark Productions and will be broadcast across TNT and TBS. No word yet on what we’re expected to call the award itself, though–a “Livey?” A “Natie?” We’ll see.
A Nielsen report published in February found that The Grammy Awards still have a substantial impact on sales and artist engagement. With many leading festival brands and tours somehow part of the Live Nation family, don’t be surprised to see EDC and HARD Events make the grade on the regular, not to mention their endless list of A-list arena tours. With some decent traction, Live Nation could stand to make a ton of money advertising off the back of what is essentially a grandiose marketing stunt for their own events–nicely played.
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