Grab a Grammy - every night

On the basis that if you have a (half-)good idea, you should stretch it until it breaks, the Grammy people are trying to turn themselves from a once-a-year awards outfit (twice, if you include the Latin Grammys) into a brand-extended year-round "celebration" of corporate rock.

To help make this dream become beige-tinted reality, they've signed a deal with the Hard Rock Cafe chain. Hard Rock has been in business making music a little more corporate, a little less special for donkeys years, which makes them a pefect fit for the Grammys, which celebrates sales and corporate line-toeing under the guise of rewarding musical excellence. There doesn't seem to be much in the way of concrete plans, although they talk of a series of adverts through the years when people like Chris Martin talk about what winning a Grammy meant to them - although that seems to be about promoting the Grammy brand rather than promoting musical excellence to us.

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