We all know a little bit of background about well-established artists, but when the GRAMMY®s show arrives each year, it can be hard to get a fix on nominees for the "Best New Artist" categories - most of them have only been around for short time. Pepsi and VEVO have united to fix that for the 2013 presentations, creating a wealth of exclusive profiles that help reveal the personalities of each nominee.
Alabama Shakes, Fun., Hunter Hayes, and The Lumineers are all spotlighted in our video series, a behind-the-scenes look at the "Best New Artist" nominees and their music. The first pieces premiere today, and each gives us a feel for these impressive new talents. The Shakes, whose killer vocalist Brittany Howard nudges a blues and R&B vibe into the modern realm in "Hold On," talk about their surprise at being nominated. Fun., the band that dominated the 2012 airwaves with "We Are Young," are amazed at their touring schedule, which took them to Europe and Japan twice in one year. Country singer Hunter Hayes reminds that the GRAMMY®s are "a big deal" - something "you plan your career around." The alt-folk heroes of The Lumineers, who built a huge audience with their hit "Ho Hey," are just glad that the voters made a space for their music.
"The GRAMMY® Awards are one of the year's biggest events for VEVO, and we're thrilled to partner with Pepsi and the GRAMMY®s to make it even more special this year," said David Kohl, VEVO's Executive Vice President of Sales. "It's part of our ongoing mission to support emerging talent, and with the Best New Artist category always a hotly anticipated contest, it's exciting for us to play a part in further introducing music fans to the recording stars of tomorrow."
Upcoming installments of the "5 Questions" series hit the VEVO platform the week before the GRAMMY®s presentation takes place on February 10 at 8 pm ET on CBS. The program, part of Pepsi's "Live For Now" campaign, includes a TV spot featuring our "Best New Artist" pieces that airs during the show's broadcast.