Mastercard Introduces #ThankTheFans House for the Grammy Awards
Last Sunday was the year’s biggest day for football, and this Sunday, February 12, is the biggest night in music. The 59th Annual Grammy Awards will air on Sunday, February 12 at 8 p.m. EST., and to build excitement for the event, Mastercard has introduced the Masterpass #ThankTheFans House, which will be housed at Gibson Brands Sunset, formerly Tower Records.
#ThankTheFans is a record store with interactive music experiences for Masterpass users. Attendees can shop for rare and unique vinyl for $10 and gain early access to evening performances. #ThankTheFans House will take over the Gibson Brand Sunset Boulevard location from Thursday, February 9 through Saturday, February 11.
From noon to 5 p.m. PST each day, Masterpass visitors will not only be able to shop, but also use turntables, try out Gibson Guitars, check out a recording booth or use a Vinyl Me, Please curated listening station with friends. All proceeds from the three-day event will be donated to MusiCares.
The exclusive performance line-up includes:
- Thursday, February 9: Jason Bentley, KCRW’s Music Director, will present Dance Active: Music as a United Force
- Friday, February 10: Best New Artist Grammy nominee Anderson .Paak & The Free Nationals
- Saturday, February 11: The FADER and Masterpass present an exclusive line-up
On the night of the Grammy Awards, Mastercard will unlock special offers for those watching the live broadcast. Every time an award is presented, Masterpass will unlock a special offer for $1. This will include movie tickets, designer fashions or even a trip to the 2018 Grammys. If an artist thanks their fans during an acceptance speech, Masterpass will unlock additional special items.
“Music is a passion that transcends geographic and demographic boundaries and Mastercard wants to celebrate the music fan in all of us by delivering something truly unique with #ThankTheFans,” said Raja Rajamannar, chief marketing and communications officer at Mastercard. “Music is just the first place you’ll see us deliver this platform as we set out to thank fans across their passions, celebrating the events and experiences that bring us together.”