The Thursday
before the GRAMMYs.
Feb 4 Thursday, 2027
1–6 PM Daytime
Petersen Automotive Museum
The most highly anticipated pre-GRAMMY event, year after year
Pickleball on the red carpet, dedicated sponsor bars, a barber shop, live performances — with music from Ian Asher, AR/CO & Kaleena Zanders.
Partners come back — 2027 placements are limited
Award Season and our associated media touch points extend deep into the cultural ecosystem, from influential industry leaders, celebrity artists, and investors to the wider global audience shaping today’s creative zeitgeist.
This multi-tiered reach delivers both targeted engagement with high-value communities and broad brand visibility across the entertainment, media, and technology landscapes.
Award Season takes over the Petersen Automotive Museum — the crown of Museum Row and the most photographed automotive landmark on earth.
Roof-level vehicle placement, arrival moments, and a skyline view of Los Angeles during the biggest week in music.
Every activation below was owned by a 2026 partner. Each one is a canvas — built with our production team to your brand standard.
TikTok’s interactive photo booth had a line all afternoon — a camera rig that turned every guest into a cinematic, ready-to-post clip, delivered to their phone on the spot. Guests posted the results straight to their TikTok feeds — earned reach flowing off the rooftop for days. These clips came straight out of the booth.
Dedicated, fully branded bars with custom builds and pour rights — Caymus turned theirs into a barrel room.
Custom lounges and product suites, built to spec — furniture, screens, specialists, your world.
A regulation pickleball court on the red carpet — rebrandable end to end, in play from one to six.
The unexpected service guests remember — and film.
Neon, floral, photo-native installations engineered to travel on social.
Every arrival, every artist photo, shot in front of your mark.
Milk & Honey is the largest songwriter and producer management company in the world — a hybrid entertainment company headquartered in Los Angeles with offices in New York, Nashville, and London, spanning music, sports, and ventures.
Founder Lucas Keller is a Billboard “40 Under 40,” “Power 100,” and “Sports & Music Power Player” honoree.
Superstar DJ — curates and headlines Award Season.
Tight end, Kansas City Chiefs — represented for brand partnerships.
Legendary Dutch DJ/producer, touring globally.
Wide receiver, Denver Broncos.
Legendary Italian DJ/producer.
American DJ/producer.
The event is the front door. The relationship is a year-round platform across the entire Milk & Honey roster — including the NFL athletes, who activate here rather than at the event.
Intimate gatherings with A-list clients, athletes, and industry leaders.
Ongoing endorsement discussions with our roster.
Custom scoring and branded social content.
Ongoing support of Milk & Honey client tours.
Activations through our 80+ NFL client roster — Travis Kelce, Courtland Sutton, Paris Johnson Jr., Kamren Curl, and more.
NFL Client Retreat, VIP hosting at music & sporting events, and more.
Placements and category exclusivity are limited and confirmed on a first-commitment basis.
Lucas KellerFounder & President
Dana ShayeganIndustry Relations & Head of Label
Joe PullmanBrand Marketing