NEWS | Grammy Style Studio

Published February 1, 2010

It’s so hard to be a popular recording artist. On top of the agonizing task of being paid to do what you love, you often find yourself chauffeured to events to perform the most tedious of tasks -- like shopping for free stuff.

Indeed, on Saturday stars from all walks of music convened on a beautiful sunny afternoon in West Hollywood to take part in the official Grammy Awards Style Studio held at the Smashbox Studio.

The spacious venue featured racks of designer gowns, wide array of tees, shoes and denim.  Also, jewelry from designers such as John Varvatos, Ben Sherman, Moods of Norway, MEK Denim, Nicolas Jebran, Theia, Toni Maticevski, and Marlies Dekkers.

The event also featured a special a make-up studio which allowed those partaking in the festivities the opportunity to make sure that their faces would look just as perfect as whatever selections they pulled for the Grammy Awards.

As soon as attendants walked into a bright and wide open studio they were greeted with the booming sounds of Lady GaGa, Jay-Z, and Lil’ Wayne while dually being served champagne, sake, and custom coffee beverages from Starbucks.

Smiling vendors were happy to greet everyone that made their way to their respective sections with the hopes of getting their products spotlighted on the Grammy red carpet.

Their approach was not lost on pop singer JoJo, who noted the overall mood of the event made it all the more enjoyable.  “Man, it’s so fun and I love fashion and everybody’s so upbeat and positive. It’s a good vibe; it’s pretty chill,” said JoJo.

Those good vibes from organizers made it all the more easier for other celebrities like Sean Paul, Ke$ha, and Tonex to enjoy the fruits of their labor. Stars like India.Arie opted to shy away from the press as they made their rounds while others were more than happy to discuss their love of the freebies.

In fact, three-time Grammy attendee and 2010 Best Reggae nominee, Sean Paul, actually made the case as to why these sorts of events are so necessary.

“It’s funny because you know you wear the same clothes all the time and you’re always being photographed so you want to start wanting new stuff so you can come to events like these and find new clothes,” said Paul.

Surrounded by his entourage, Sean Paul moved around the room checking out potential pieces to take home. Among them included a tee with the image of his most famous collaborator and Grammy darling Beyonce.  Paul noted that events like the Grammy Style Studio remind him of the award season highs he enjoyed when he first crossed over onto the mainstream music scene.

It’s quite likely that sentiment will eventually be shared by newcomer Justin Bieber. Though Bieber may have shown up to the Grammy Style Studio significantly later than his peers, the young Usher protégé wasted no time in keeping up with the spirit of the event as he picked up pairs of denim and new sneakers.

Written by Michael Arceneaux

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