Sunday Conversation: Grammy CEO Harvey Mason Jr. On This Year’s Show And Why The Grammys Are A Year-Round Program

Most people who tune into the Grammys next Sunday, February 5, on CBS, will be doing so to see who wins categories like Album of the Year and Record of the Year where heavyweights such as Harry Styles, Adele, Beyonce, Lizzo, Kendrick Lamar, Bad Bunny and others will battle for the top prizes.

But, as Grammy/Recording Academy CEO Harvey Mason Jr. proudly points out the Grammy telecast is about all musical genres. And for every Styles, Adele and Beyonce, there is a Samara Joy (nominated for both Best New Artist and Best Jazz Vocal Album), jazz giant Robert Glasper (Best R&B Album) or Sebastian Yatra (Best Latin Pop Album) being introduced to the world.

When the Grammys are successful they are about music discovery and uplifting the entire music business, according to Mason Jr. I spoke to him about this year’s show, his favorite Grammy moments from the past, Grammy week and why the Grammys are about so much more than just the telecast.

Steve Baltin: After doing the show last year in Vegas on the fly, does this year being back in L.A. feel simpler to you?

Harvey Mason Jr.: I think it feels more hectic than Vegas did actually. Because, I think, there are more people that are here and available to go. Whereas Vegas, you had to travel. You had to be really intentional about whether or not you were going. Here I feel it’s like, “Oh yeah, I might want some tickets. I might be performing, I might show up, I might present. I don’t know.” So it’s tough wrangling everybody and pulling it all together. But we’re excited. I’m looking forward to having it back in L.A. honestly, because this is like our home court, back in Crypto. But we’re all excited to be back here. And you’re a music junkie like I am. The idea of having that many really cool and incredible music people all in one room to me is just the best part of Grammy night.

Baltin: One of the things I really wanted to focus on was some of what we’ll call them outlier categories, ’cause everybody’s gonna talk to you about the same 10 nominees. And I love those nominees. I’ve interviewed them all — Beyoncé, Adele, Taylor. But I just did a big piece with Samara Joy, which was a blast. Ozzy [Osbourne] is a friend for years and I was joking with Samara, when we’re talking about dream Grammy duets, that I really want to see Samara and Ozzy do something together. So since you do have so many amazing artists there what would be some of your dream collaborations that don’t involve those top 10 artists that everyone keeps talking about?

Mason Jr.: Whew. Well there are some amazing collaborations that I could dream up for sure. But I do think you touched on an important point, which is some of the other, I’ll call them non pop or general field categories. I think for jazz this year we have an amazing kind of layout for our fields. I think we have 23 or 24 first time nominees in that category, which is crazy. So many new people in that category. So for me that’s exciting. The same goes for American Roots. I think we have 20 something first time recipients of a nomination in that category as well. I also just love the fact that the Best New Artist category has all these different types of creators and types of artists. You’ve got like roots and jazz and bluegrass and pop, it’s all across the board. Rap, hip hop, pop, and even instrumental is represented. So as far as the collaborations, I probably wouldn’t say who I would want to see. But, I will say that what’s exciting is that we’re seeing real diversity within the fields.

Baltin: Talk about the importance of representing all these different styles of music. My favorite category this entire year is Best Americana Album because you’ve got Brandi Carlile, Dr. John, Keb’ Mo’ Robert Plant and Alison Krauss and Bonnie Raitt.

Mason Jr.: Yeah, it’s an incredible category. I think to your question of the different categories, I’m just excited because as an academy we want to represent all music people in all genres. And it’s not just about one or two categories, especially for me. I grew up in a jazz household. Both my parents were jazz musicians. This is my background. So making sure we’re respecting, honoring and celebrating all the genres is something that’s very close to my heart. Of course I worked in pop and R&B for most of my career and continue to do so. But I am so impressed by the musicianship and the craftsmanship that goes into all the categories. So for me, being able to have that variety and Best New Artist is really meaningful and a really cool and eclectic group of people, as you said in the Americana field. It’s exciting and I could talk on and on about it. But, for me the overarching feeling is just what a cool thing to be able to do and have a show or a party where people come together from every corner of the world, every style, every genre in one room, and celebrate all the diversity of music and sounds and people around music. And like you said, your favorite category’s Americana, another’s favorite category is roots or rock, whatever it is. We all have our passion, but it’s all gonna be celebrated in one series of events. And you look at our premier ceremony, I think we’re giving away 70 plus awards in that room. I don’t know if you’ve spent any time over there, but that is fun.

Baltin: Talk about the musical response because musicians love all music. So as you’ve had this kind of diversity, what kind of response have you gotten from the musical community who are excited to be there to see Robert Plant or Robert Glasper or whoever it is.

Mason Jr.: I feel that and I get that response from people that I meet and talk to. And I think part of the thrill of being around for Grammy week and Grammy weekend is that you don’t know who you’re going to bump into or who you’re going to collaborate with or sit down and jam with in a late night session. And that happens. I’ve seen it happen year after year. And I think it’s really in line with our philosophy and our mission at the academy because the goal and the whole purpose for this show, and you know this as well as anyone, is we use the show to monetize, or to create revenue rather for the Academy. So the Academy can do all the programs we do. I’m not shy about telling it. I speak about it very publicly. The money that we raise comes from that TV show comes from our deal at CBS. The money we get, all of it, comes in and goes to the programs and initiatives that we’re doing. So to your point of people coming together, people seeing people they love people celebrating each other’s music, the mission of the Academy is to lift the entire industry and to showcase all genres. It’s not about any particular style of music, it’s the music community. And the celebration goes way beyond just the telecast. The telecast is like the pinnacle or the graduation ceremony, but there’s a whole year of stuff that’s bringing people together. So I think it’s cool when you’re in the room and you get to meet somebody that you’ve respected or someone’s music that you’ve loved your whole life. And it still happens to me every time I go to the Grammys.

Baltin: So what was your biggest geek out moment as a fan at the Grammys?

Mason Jr.: I had a major geek out moment when I saw Prince and Beyoncé come and open the show a few years ago. And that was like not a personal moment because I didn’t sit and talk to them. But having that performance happen and I’m sitting in the audience and I’m looking up and seeing the purple one and Beyoncé perform together, that’s just very memorable for me. I’ve been in line at a concession stand or going to get a drink and an artist will come running out of the arena and need to get cut in front of me to use the bathroom because they’ve got to go on and perform. That’s happened to me before. To your point, you just don’t know who you’re going to bump into or who’s going to be over your shoulder. And it could be somebody that you very well loved and respected their music since your childhood. Or it could be somebody that’s the newest youngest hottest up and coming flame thrower. And that’s the cool thing about like all of us converging in one building over one weekend.

Baltin: Talk about the importance of MusiCares and honoring Smokey Robinson and Berry Gordy this year.

Mason Jr.: I’m excited about this year in particular because I think Motown had a special influence on our industry. And Smokey and Barry are architects of that and geniuses in what they’ve done. So I’m just excited for the music. I think the tributes to them will be incredible. The energy in the room’s going to be fun because I don’t think there’s anybody that doesn’t love Motown or their music. And that’s really what it’s all about.

Baltin: What is the Grammy thing that you are looking forward to seeing this year that keeps it fresh for you?

Mason Jr.: Yeah. I think what’s exciting for me this year, maybe more so than others, is just the camaraderie and the coming together of what this year is going to mean. I think coming out of COVID and having been remote for a year and then in Vegas for a year and just kind of limited audience and all the testing and masks, I feel like this year is going to be a love fest. And that’s really what I’m looking forward to is, as you said, Maneskin to Samara to Beyoncé. It’s like the who’s who of our industry all sharing a moment. And that to me is the energy and spirit by which I hope this weekend is executed and comes off. And I think we’re all so fortunate to be in the music industry and be working together and being able to come together to celebrate what we’ve done in this year.

Baltin: What’s your dream encounter this year? I imagine Harry Styles meeting Robert Plant would be insane.

Mason Jr.: Woo. I don’t know because I’m always surprised by what happens in that room and the people that I meet. So I can’t predict what I would love to see happen. Because I’ve met all so many of my idols and I’ve met so many people that I respect and I always dreamed of meeting. And a lot of it happened through my career of music. You listen to Michael Jackson music or Madonna music or anybody, you listen to it growing up and then you find yourself in the room with them working and creating and writing songs. And so I’ve had so many of those experiences. So at the telecast and on Sunday, my hope is that, I meet somebody that is unexpected and I have some spark and connected energy with somebody that I never would’ve imagined. Like you said Bonnie Raitt. I met Bonnie Raitt, last year and I would’ve never been somebody that I would’ve thought, “Oh, I’m dying to hang out with Bonnie Raitt.” But when we talked and like you said she had with Dave [Grohl] that time you saw, we just had a love fest. It was a hang and somebody that I was so surprised and so excited to meet. And there have been others like that, where I’m like, “I can’t believe how cool and incredible that person is. I know their music was great, but they are the coolest people.” The last time when we got together, it was with Post Malone. I was like, “Wow, you don’t know what’s behind the artists until you get a chance to spend some time with them.” I’m the person who loves all music, all genres, when you meet some of these people. It’s a really nice surprise.

Baltin: The sense of discovery is always still there. So for you, what have been some of your favorite discovery moments that you’ve seen other people have from the last couple of years? I think that’s the best thing about the Grammys, you hope that they tune in for Taylor Swift and Adele and they leave knowing Jon Batiste or whoever.

Mason Jr.: Yeah, that’s definitely something that we’re purposeful in trying to accomplish. It’s something that we try and make sure happens on our show. We, of course, want to have the high flying names and the superstars, but we also want to use the platform to provide an opportunity for other musical artists and other talented people that might not have the reach that some of the names you mentioned do. And I think this year, similar to last year, we’ll have an opportunity to see some of those people. So I think providing those discovery moments and having them be a part of our show is something that I love and something that I hope we can continue to do more and more of.

Baltin: What events are you most looking forward to?

Mason Jr.: We have our second annual BMC recording academy honors event, which I’m really excited about. It’s Thursday night, it’s the Black Music Collectives event, which they host, and that’s our organization within the Academy, so we have some incredible honorees, Dre, Lil Wayne, Missy and Sylvia Rhone. There’s going to be some great performances. It’s just gonna be a really sexy, fun, cool room to be in with great people. So that’s something I’m looking forward to. The other end of the spectrum, we have events like the ELI, which is our Entertainment Law Initiative. It’s going to be important because these are the people that are supporting so much of what we do as music people, and the same goes for the Music Educator Award and the event around that. That’s a branch that’s going to be something that is really special because the people educating the next generation of music creators or writers or producers, singers those are people that need to be celebrated. And we want to encourage them, and the work they’re doing same with our attorney community. Obviously, Clive’s event is always a scene and somewhere to be seen. I think that would be a really incredible night in honoring Julie [Greenwald] and Craig [Kallman] is going to be very special, and the work they’ve done at Atlantic Records. They’ve always been some of my favorite people to work with as a creator. They’ve been and so instrumental in so many great careers. So there’s a lot of excitement for the weekend. We have an independent music event happening for the first time ever that we’re involved in being hosted around independent music people. So that’s exciting. That’s on Friday night. So there’s just a lot of really cool things. I can tell you what, I’m going to be all over L.A. Every day there’s a great lunch that I want to be at. And another great dinner that I want to be at. And then an event. So I’m going be trying to go to as many of these things as I can.