The annual GBK Brand Bar Pre-Grammy Luxury Lounge gathered Grammy winners, nominees, and celebrities at Hollywood's W Hotel ahead of the 2026 awards ceremony. Attendees included multiple Grammy winners such as Carla Patullo, Durand Bernarr, and Darius Dixson, alongside nominees like Robert Glasper, Terri Lyne Carrington, and members of nominated bands Flo and Amyl & the Sniffers. The event also featured past winners including Angelique Kidjo and Susan Carrole, with additional musicians like pop icon Tiffany and Christopher Reid of Kid n' Play in attendance.
Guests received premium gifts including GE Lighting, a Savant Company's LED+ Speaker & Color Bulb offering Bluetooth audio and color modes, alongside the GE Cync Dynamic Effects Smart Bulb with motion effects and light shows. Technology demonstrations featured TemPolor Generative AI Guitar's Melo-D, described as the world's first generative-AI smart guitar combining real playability with AI generation. Electronics included Edifier's wireless over-ear headphones with noise cancellation and ibreo's professional massagers.
Luxury experiences were highlighted through gift certificates for the W Hotel Hollywood and villa stays at Sailrock South Caicos. Wellness products included SPOOGE's dermatologist-developed mineral SPF skincare line and TUK TUK GO Juicy Protein drinks. Creative services were represented by Paul Peters Collective's books and speaking services, Action Takers Publishing's ghostwriting for biographies, and .Prompt's tickets to Secret Knock for AI identity creation.
Entertainment products featured PartyKeys by PopuMusic's smart musical instruments using light guidance for beginners, while lifestyle items included Lola Blankets, Pretties hair ties, and Quilted Koala accessories. Culinary offerings showcased award-winning Lorenzi Estate wines paired with Krack'd Chocolate snacks and Ike's Love and Sandwiches gift certificates.
The event's significance extends beyond celebrity gifting through GBK Brand Bar CEO Gavin Keilly's partnership with Critical Breakdown, an artist-centered collective helping emerging artists build sustainable careers. This collaboration continues GBK's charitable legacy, having helped raise over $10 million for more than 50 charities since 2002 through various lounge events. Music throughout the day was provided by DJ Beckie Joon and DJ Dazzler, maintaining the event's celebratory atmosphere connecting music industry leaders with innovative products and philanthropic initiatives.
