Record stores may be dwindling across the US, but leading up to the Grammys, Mastercard is bringing back the audiophile experience to #ThankTheFans.
Mastercard is opening the doors to its Masterpass #ThankTheFans House in the countdown to music’s biggest night, the 59th Annual Grammy Awards. The “House” will actually take up residence at Gibson Brands Sunset in Los Angeles, the former iconic Tower Records on the Sunset Strip. It will be transformed into a one-of-a-kind experiential record store with interactive music experiences for all fans. Masterpass users will have exclusive access to shop for rare and unique vinyl for just $10, as well as early access to intimate evening performances. This builds to the excitement of Grammy night, February 12, where Mastercard will unlock special offers for those tuned in to the live broadcast that can be taken advantage of with Masterpass, Mastercard’s digital wallet, for just $1.
“Music is a passion that transcends geographic and demographic boundaries and Mastercard wants to celebrate the music fan in all of us by delivering something truly unique with #ThankTheFans,” said Raja Rajamannar, chief marketing and communications officer at Mastercard. “Music is just the first place you’ll see us deliver this platform as we set out to thank fans across their passions, celebrating the events and experiences that bring us together.”
With vinyl record sales rising and hitting highs they haven’t seen in years, Masterpass is helping to connect music fans with a bevy of beloved discs. The Masterpass #ThankTheFans House takes over the iconic Sunset Boulevard locale from Thursday, February 9 through Saturday, February 11. Fans are invited to experience the record store for the digital age which focuses on bringing people together to experience what they love most about music.
From noon to 5pm (Pacific Time) each day, visitors can spin discs behind the turntables, rock out with Gibson guitars, step into a recording booth or cozy up to a Vinyl Me, Please-curated listening station with a friend. Masterpass users will have the exclusive opportunity to purchase hard-to-find vinyl for just $10 and may even get a Priceless Surprise, a Mastercard rewards program. All proceeds from the vinyl record sales will be donated to MusiCares, a program by the Grammys and the Recording Academy that provides critical assistance for music people in their times of need.
Mastercard cardholders will have exclusive access to intimate live performances by Grammy winners and/or nominees each evening, including:
Thursday, February 9
- KCRW’s Music Director and cultural influencer Jason Bentley presents Dance Active: Music as a Uniting Force at the Masterpass #ThankTheFans House with special guests
Friday, February 10
- Best New Artist Grammy nominee Anderson .Paak & The Free Nationals perform presented by Billboard and Mastercard
Saturday, February 11
- The Fader and Mastercard present a must-see line-up
Additional details can be found at the Priceless LA website.
Sunday, February 12
- Masterpass unlocks special offers for just $1 for all users, including movie tickets or even a trip to next year’s Grammy awards