LOS ANGELES—The annual GRAMMY Awards are known for sparking a full week of over-the-top, star-studded gatherings that aim to impress a seen-it-all crowd of literal rock stars. But perhaps none are as ambitious as The Recording Academy’s own Grammy Celebration, a 5,000-guest after-party that will take place at the Los Angeles Convention Center immediately following the Feb. 5 award ceremony.
The private, ticketed event is a massive undertaking, spanning the length of three football fields inside the convention center. This year, Branden Chapman—chief operating officer and head of entertainment at The Recording Academy—and his team will transform the space with a “take flight” theme, complete with a bird-filled sanctuary and other touches like an aviary, a nest, a pond, and a phoenix-adorned stage where featured act Flo Rida will perform. 
Past Grammy-nominated rapper Flo Rida will headline the event, performing from a phoenix-adorned main stage.Rendering: The Recording Academy
For food, celebrity chef Jason Fullilove will work in partnership with Levy on an eclectic menu that celebrates global destinations, including Havana, Jalisco, Jamaica, and Miami. There will be 48 distinct food stations, all featuring appetizers, entrées, and desserts that complement the theme of this year's event. Afterward, leftover food will be repurposed via Musically Fed, a charitable organization that works with artists, promoters, management, and venues nationwide to donate unused backstage meals to community organizations that feed the homeless, hungry, and food insecure.
We caught up with Chapman to chat about his inspiration for the event, how he impresses this seen-it-all-crowd year after year, the logistics that go into producing multiple Grammy-week events, and more...
What inspired this year's decor?
We have executed so many themes throughout the years, so keeping the theme fresh and innovative is always challenging. Most of the past themes have transported the guests to a place or a time period, but this year’s inspiration came to me one day when I was looking up at the sky in Palm Springs, seeing the birds flying above and thinking of how excited I was to come out of the post-COVID-era-style events and return to the full scope and production of the past. It felt like a new horizon was ahead and that we would “take flight” and soar in terms of our creative freedom to deliver this event on the scale we had previously been accustomed. 
The "take flight" theme came about while Chapman was admiring birds flying overhead, and thinking about how excited he was to return to full-scale live events. "It felt like a new horizon was ahead and that we would 'take flight' and soar in terms of our creative freedom to deliver this event on the scale we had previously been accustomed," he explained.Rendering: The Recording Academy
How do you settle on a theme for the Grammy Celebration each year?
I find most of my thematic inspiration while traveling, and during the less stressful and busy times of the year. Inspiration for me can come from anywhere. I’ve created entire event themes around a single music video, from experiencing a brand-new culture while traveling, from an event in a foreign country, from a TikTok video that inspired me, and from an HBO series that I was passionate about. When the ideas or inspirations hit, I find that I get excited about determining how the team can take a concept or idea and run with it. The real excitement comes in our first creative meeting with the key production team, where I deliver the concept and we brainstorm how to turn it into an event that will evolve throughout the night and excite our guests on every level. 
The massive event will have the square footage of more than five football fields placed side-by-side. There will be 851 lighting fixtures and 65 miles worth of cable, and the event is using 2,403 amps of power.Rendering: The Recording Academy
How do you impress the seen-it-all, VIP attendees that will be there—many of whom likely attend every year?
I think the VIP crowd is like any other guest at any event. They will remember what makes an impact. If we are able to deliver an aerialist performance that has never been seen, or costumed performers that fill a space 20 feet high, or a design that they talk about for weeks at dinner parties, or a show-stopping headlining performance that normally could not be seen outside of an arena, I feel like we’ve done our job.
What’s the biggest logistical challenge of building such a massive event from the ground up?
I’m guessing everyone on the team would answer this differently, but to me, it’s creating an event that will evolve throughout the night. I want the guests to discover new things and will introduce new musical acts, new ambient performances, and new surprises as the event progresses. While it’s amazing to walk into any event and be floored by a visual impact, that only lasts so long—so you have to cater to all the senses and keep things moving and fresh from the moment the doors open until the last guest departs. 
More than 5,000 Grammy winners, nominees, industry executives, and celebrities are expected to attend the gathering.Rendering: The Recording Academy
Were there any additional challenges this year due to COVID, supply chain issues, etc.?
Our trusted partners and vendors have likely kept most of the challenges from my desk and conscience! They have done a great job executing on my concept and vision without having to modify for supply-chain issues. That said, obviously, the health of our guests for such a large event is always a concern. We have engaged experts to advise and work very closely with county officials and COVID compliance teams to ensure our guests and staff remain as safe and healthy as possible. 
In addition to Flo Rida, other entertainers will include Arturo O'Farrill & The Afro Latin Jazz Orchestra, as well as DJ Michelle Pesce.Rendering: The Recording Academy
I know the celebration takes eight full days to build out. Are you working with any notable vendors you’d like to shout out?
For an event the size of three football fields and for over 5,000 guests, there are truly too many amazing partners to list, but I would be remiss without noting that Angel City Designs is coming on board once again this year, along with ShowPro and our technical director, Matt Leach, to design a space with amazing imagery, sound, and effects. Doug Johnson at Entertainment Plus Productions continues to be one of my most trusted partners in developing our many ambient performances around the room and choreographed numbers throughout the night. Chef Jason Fullilove has curated a culinary experience fitting for our annual closing celebration, and Flo Rida, Arturo O’Farrill & The Afro Latin Jazz Orchestra, and DJ Michelle Pesce will headline the on-stage entertainment for our night. 
At the Grammy Celebration, catering items from chef Jason Fullilove will include white fish tacos (pictured) topped with mango salsa, avocado crema, charred corn salad, pickled onions, and green salsa.Photo: Courtesy of the Recording Academy/Photo by Gonzalo Marroquin for Getty Images 2023
Overall, there will be more than 500 culinary servers and bar staff, 150 chefs, 48 food stations, and an additional 48 bars. The menu will include four seafood dishes, 12 gluten-free dishes, six vegetarian dishes, and six vegan dishes.Photo: Courtesy of the Recording Academy/Photo by Gonzalo Marroquin for Getty Images 2023
Our Grammy Week calendar is truly packed this year with amazing events and initiatives. Obviously, we are looking forward to the return of Clive Davis and The Recording Academy’s Pre-Grammy Gala. Co-producing this event with Clive was a highlight of each year, so it was disappointing when we had to put a hold on that event out of an abundance of caution for COVID concerns. There is no doubt the red carpet, guest list, and on-stage performances will rival that of any annual Hollywood event.
I’m also excited for the livestream of our Grammy Premiere Ceremony that is held immediately before the Grammy Awards. We have booked some exciting performers and presenters, and another opening act that is sure to dazzle. Finally, this will be our second annual Recording Academy Honors event in partnership with the Black Music Collective. We have already announced our amazing honorees, and are thrilled to have this second annual event returning to the calendar after its debut in Las Vegas last year.
What are you, personally, most excited about this year?
That is a very challenging question for a person who works with some of the world’s best talent on performances throughout Grammy Week and on the Grammy Awards—but in all honesty, one of the moments I look forward to the most is the few minutes before we “call doors” at the Grammy Celebration. It’s a moment of reflection on the week and telecast we had just accomplished, and one where I can meet with my core staff and team to look at the room and environment we created from scratch knowing that we’re about to all celebrate the year in music and watch over 5,000 guests descend into the space to experience what we have created.
The 65th annual Grammy Awards ceremony will be held at the Crypto.com Arena in Los Angeles on Sunday, Feb. 5. GRAMMY-nominated comedian Trevor Noah will host for the third consecutive year, while performers will include Harry Styles, Bad Bunny, Mary J. Blige, Brandi Carlile, Luke Combs, Steve Lacy, Lizzo, Kim Petras, and Sam Smith.
