Have the Grammys Lost Their Credibility?
The Grammy Awards are out of touch, contradictory and hypocritical a longtime music marketing executive asserted in this past Sunday’s New York Times. The charges were printed in a full page letter written by Steve Stoute wherein he criticized The National Academy of Arts and Sciences (NARAS), who presents the Grammy Awards.
"Over the course of my 20-year history as an executive in the music business and as the owner of a firm that specializes in in-culture advertising, I have come to the conclusion that the Grammy Awards have clearly lost touch with contemporary popular culture… Where I think that the Grammys fail stems from two key sources: (1) over-zealousness to produce a popular show that is at odds with its own system of voting and (2) fundamental disrespect of cultural shifts as being viable and artistic."
Of particular contention to Mr. Stoute are the Academy’s snubs of hip-hop artists and cultural phenomenons. Wrote Stoute, "We must acknowledge the massive cultural impact of Eminem and Kanye West and how their music is shaping, influencing and defining the voice of a generation." Further querying, "How is it that Justin Bieber, an artist that defines what it means to be a modern artist, did not win Best New Artist?"
Anyone who watched CBS leading up to the Grammys saw these artists in commercials, and Stoute condemns the Awards for understanding “cultural relevance when it comes to using Eminem's, Kanye West's or Justin Bieber's name in the billing to ensure viewership and to deliver the all-too-important ratings for its advertisers,” but not acknowledging their critical or commercial successes.
Lastly, Stoute challenges artists to refuse to be used for ratings, and to stop accepting invitations to perform until the Academy begins to uphold “its mission for advocacy and support of artistry as culture evolves.”
-Court @ SoundUnwound
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