Steve Stoute’s UnitedMasters, a destination for independent artists, will once again kick off GRAMMY weekend on February 2nd with a concert honoring the power of independent music and the trailblazing artists pushing culture forward. The UnitedMasters celebration will take place at the Hollywood Palladium and feature electrifying performances from some of music’s hottest acts, including Davido, Tokischa, and Uncle Waffles.
“Last year was the first time we brought independence to music’s biggest weekend," said Steve Stoute, founder and CEO of UnitedMasters. “This year, we’re coming back to celebrate global independence featuring international acts. We’re showing artists that they can be completely independent while sharing the same levels of success as their label-signed counterparts. It’s an experience where artists, brands, and fans can all come together to celebrate independent music.”
Brent Faiyaz, Russ, and Tobe Nwigwe, three of the biggest independent pioneers in music, took over music's biggest weekend last year to celebrate music independence, taking the stage in front of 2,500+ rabid fans.
Guests last year included: Jay-Z and Beyoncé, Nas, DJ Khaled, Wiz Khalifa, Future, Daniel Kaluuya, Damson Idris, Gayle King, Jermaine Dupri, Doug E. Fresh, Koffee, Eric Nam, Lauren Juargegi, DDG, JELEEL, and Grandmaster Flash, among others.
UnitedMasters will continue the momentum this year, celebrating global independence. An evening to remember, the special once-a-year concert will encourage the discovery of artists on an international scale.
Notably, over half of this year’s Grammy nominations include independent artists; this year's concert will highlight that success.
UnitedMasters connects brands with culture to create these unforgettable moments. Diageo, Ally, Delta Air Lines, Visa, and Disney all partner with UnitedMasters in large-scale commitments benefitting the UnitedMasters community of artists.
Diageo has stood alongside UnitedMasters with Bulleit Frontier Whiskey as the official spirits partner of “A Celebration of Independence” for the past two years by highlighting their Bulleit Pioneer Project that supports the next generation of creators.
"Now more than ever, creator independence is growing in importance. At Bulleit, we are passionate about developing impactful ways to connect the world with Pioneers that are pushing the boundaries of creativity,” said Jesse Damashek, SVP Marketing, Whiskey and Liqueurs at Diageo. “We are beyond excited to return to the Celebration of Independence event as it continues to be a major milestone in kicking off a new year of collaboration with UnitedMasters Artists."
Joining them this year for UnitedMasters' second annual Celebration of Independence are Diageo’s Johnnie Walker, Ally, Honda, and Delta Air Lines.
About UnitedMasters
UnitedMasters is the leading software and services platform for independent artists. Through our unique mix of premium music distribution services, innovative technology, and first-of-its-kind artist marketing solutions, UnitedMasters acts as the operating system that enables artists to own their futures. We fuel the careers of artists like Tobe Nwigwe, Brent Faiyaz and Liana Banks—and unlike traditional record labels, UnitedMasters artists retain full ownership of their careers and the master recording rights to their music. We connect the 1.9M+ independent artists on our platform with global brands like ESPN, Diageo and Pepsi. These connections are powered by our world class creative talent to propel the commercial success of artists and brands in today's world.
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's and Windsor whiskies, Smirnoff, Ciroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange {DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.
