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Grammy Awards Plan Online Video Blitz

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Music fans who can't get enough of the annual Grammy Awards will be pleased to hear that, for the second year, they'll be treated to three days of online video coverage prior to the ceremony.

Starting on Friday, February 11, The Recording Academy, the organization behind the awards, will offer a real-time broadcast of events leading up to the awards. Streamed events will include the Social Media Rock Star Summit, the MusiCares Person of the Year Tribute for Barbra Streisand, and the pre-Grammy Gala that will honor David Geffen. Starting with the Grammy Awards red carpet arrivals, online video will offer backstage interviews.

To pull this off, The Recording Academy is partnering with some big names in online video. AEG Digital Media will live stream all the events; its Tremelo Player will offer viewers multiple camera angle viewing options. Akamai will handle distribution for live and on-demand video. LiveU's mobile backpacks will be used to capture and stream footage.

Viewers will be able to find the video on the Grammy site as well as on YouTube.

"Grammy Live has evolved into a truly engaging online experience that takes users beyond the Sunday telecast and behind the velvet rope," says Peter Anton, The Recording Academy's vice president of digital media. "We are thrilled to provide an online-only experience enabling fans to interact with their favorite Grammy moments, artists, events, and more for three very exciting days."

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