Gap is getting ready to rub elbows backstage at the Grammys next week.
Gap will take over the green room at the Feb. 11 awards ceremony, turning the backstage lounge red to promote its Product RED line to musicians there.
The room will host performers and Grammy presenters throughout the week, and during the awards ceremony. Gap will outfit the lounge with red couches, fabric walls and custom-made pillows bearing the same words as Gap’s RED apparel, such as “INSPI(RED)” and “UNCENSO(RED).”
Gap will give away RED T-shirts, bracelets and pins to artists who visit the room, said Gap spokesperson Erica Archambault. The goal is to draft more musicians as advocates for the four-month-old brand.
“This is just a fun promotional event to help create more RED ambassadors,” Archambault said. “The music community is such a philanthropic community, we want to get them to embrace this.”
Gap licenses the RED brand from Product RED, and donates 50% of profits from RED sales to The Global Fund to Fight AIDs, Tuberculosis and Malaria (January PROMO).
Product RED has a built-in connection to the music industry: The licensing venture was founded by U2 lead singer Bono, with political activist Bobby Shriver.
“The music community is arguably one of the most socially conscious constituencies in the entertainment business,” said Neil Portnow, president of The Recording Academy, in a statement. “This is a terrific partnership with Gap and Product RED for an urgent and global initiative.”
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