Steve Stoute Puts The Grammy Awards On Blast

Written by on February 21, 2011

In my opinion the Grammy Awards haven’t been relevant in years. It is hard to take them serious when they seemingly don’t respect the Hip Hop Culture. The first time I got hyped about the Grammy Awards was probably the last time I got hyped; Michael Jackson Thiller era. Because I knew he had to rack up. Why? Because he was the hottest thing since the lunch box!! But on average, it isn’t that easy, just ask Justin Bieber!

Well I guess Steve Stoute has seen enough!!! He  penned a letter to the Grammy Awards letting them know how he really feels. I wonder if this will make a change? I doubt it, but hey good try Steve!

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. My being a music fan has left me with an even greater and deeper sense of dismay — so much so that I feel compelled to write this letter. 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.

As an institution that celebrates artistic works of musicians, singers, songwriters, producers and technical specialists, we have come to expect that the Grammys upholds all of the values that reflect the very best in music that is born from our culture. Unfortunately, the awards show has become a series of hypocrisies and contradictions, leaving me to question why any contemporary popular artist would even participate. How is it possible that in 2001 The Marshall Mathers LP — an album by Eminem that ushered in the Bob Dylan of our time — was beaten out by Steely Dan (no disrespect) for Album Of The Year? While we cannot solely utilize album sales as the barometer, this was certainly not the case. Not only is Eminem the best-selling artist of the last decade, but The Marshall Mathers LP was a critical and commercial success that sold over 10 million albums in the United States (19 million worldwide), while Steely Dan sold less than 10% of that amount and came and went as quietly as a church mouse. Or consider even that in 2008 at the 50th Annual Grammy Awards, after going into the night as the most-nominated artist, Kanye West’s Graduation was beaten out for Album Of The Year by Herbie Hancock’s River: The Joni Letters. (This was the first time in 43 years that a jazz album won this category.) While there is no doubt in my mind of the artistic talents of Steely Dan or Herbie Hancock, 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. It is this same cultural impact that acknowledged the commercial and critical success of Michael Jackson’s Thriller in 1984.

Just so that I’m not showing partiality to hip-hop artists (although it would be an entirely different letter as to how hip-hop music has been totally diminished as an art form by this organization), how is it that Justin Bieber, an artist that defines what it means to be a modern artist, did not win Best New Artist? Again, his cultural impact and success are even more quantifiable if you factor in his YouTube and Vevo viewership — the fact that he was a talent born entirely of the digital age whose story was crafted in the most humble method of being “discovered” purely for his singing ability (and it should be noted that Justin Bieber plays piano and guitar, as evidenced on his early viral videos).

So while these very artists that the public acknowledges as being worthy of their money and fandom are snubbed year after year at the Grammys, the awards show has absolutely no qualms in inviting these same artists to perform. At first I thought that you were not paying attention to the fact that the mental complexion of the world is becoming tanned, that multiculturalism and poly-ethnicity are driving new meaning as to what is culturally relevant. Interesting that the Grammys understands 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.

What truly inspired the writing of this letter was that this most recent show fed my suspicions. As the show was coming to a close and just prior to presenting the award for Album Of The Year, the band Arcade Fire performed “Month of May” — only to… surprise… win the category and, in a moment of sheer coincidence, happened to be prepared to perform “Ready to Start.”

Does the Grammys intentionally use artists for their celebrity, popularity and cultural appeal when they already know the winners and then program a show against this expectation? Meanwhile the National Academy of Recording Arts and Sciences hides behind the “peer” voting system to escape culpability for not even rethinking its approach.

And I imagine that next year there will be another televised super-close-up of an astonished front-runner as they come to the realization before a national audience… that he or she was used.

You are being called to task at this very moment, NARAS.

And to all of the artists that attend the Grammys: Stop accepting the invitation to be the upset of the year and demand that this body upholds its mission for advocacy and support of artistry as culture evolves.
Demand that they change this system and truly reflect and truly acknowledge your art.

Steve Stoute

Reader's opinions
  1. Be Bop   On   February 21, 2011 at 8:23 am

    An open letter to Mr. Stoute, since he has no obvious, normal email address at work.

    Mr. Stoute,

    I’m not sure why you now question the validity of NARAS and the Grammy Awards now.
    It was crap when I was a kid and is still crap now. I worked with them when they were in New York in the 80’s. It was old white people then and George J. Flanigen the IV still seems pretty white to me. Cool looking guy, don’t know him, but firmly in redneck territory career wise.

    I worked at the New Music Seminar for 13 of the 15 years.

    The commercialization that you complain about is the basis of your current career. So I have to call you on the hypocrisy. You really can’t have it both ways. My God man, you take money from McDonalds and Timmy Hilniger. Talk about exploitive. You should sit down with Spike or Lamont Prince or Jimmy Jam and get straight with the ‘link rot’ your wiki page and career seems to have absorbed.

    You should be happy that Eminem or anyone else gets a slot on the show award or not.
    If they didn’t even get that publicity, then you would really have something to complain about.

    I called a good friend of mine on moving to China to work in advertising while claiming she was a Buddhist. Playing both sides against the middle is a very hard choice to make when all we are trying to do is feed our family and be successful. But it still is a choice we make for ourselves.

    I’m only writing this because you put the issue out there in public. This is just a different take on what appears to be going on. Me, I sell wine for a living now!!

    Best of luck,

    Be Bop

  2. Tony Baker   On   July 16, 2011 at 7:16 pm

    Obviously Neil Portnow and NARAS have access to production information that is clearly not in public knowledge but rather “industry secreted” where certain Grammy Award dispensation is concerned. I would know. Steve Stoute should access Tonyzmusiq since 2001 for his musicology to gain insight into the orginating creative source behind Eminem, Beyonce, Usher, and many other A-Listed music artists who represent Tonyzmusiq Projects over the past decade. Grammy recognition for his awarded titles are listed. Perhaps Mr. Portnow should know that Kanye did not write nor record any vocals for The College Graduate and Late Registration -two albums which he has foolishly acted out on the Grammy stage behind. It is better to rant with some truthful backstory to support your position. It is no wonder why I chose not to attend the circus. I just write now affirmed multi-platinum level material. Seek Truth Beyond the Spin!

What ya think??

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