Music Executive Criticizing Last Year's Grammys to Live Tweet During Ceremony

Steve Stoute
Steve Stoute
 Donna Ward/Getty Images

Last February, longtime marketing and music executive Steve Stoute took out a full-page ad in the New York Times slamming the Grammy Awards, the National Academy of Recording Arts and Sciences (NARAS) and president Neil Portnow.

Stoute said in the letter, which cost $40,000 to print, that the Grammys "has become a series of hypocrisies and contradictions." He declared, "I have come to the conclusion that the Grammy Awards have clearly lost touch with contemporary popular culture." Artists like Eminem and Justin Bieber failed to snag key awards last year.

One day after Stoute's letter took the music industry by storm in early 2011, he explained why he felt the need to write the letter, telling The Hollywood Reporter: "What honestly triggered it was sitting with some really big credible artists after the show, and hearing them complaining that, 'This is crazy,' 'We need to start our own show' or 'This doesn't make any sense,' " he said.

Now, Stoute is inviting viewers and readers alike to chime in on this year's Grammys, taking place Sunday evening at the Staples Center in Los Angeles, announcing that he will be live tweeting during the ceremony.

In a new blog entry posted Friday morning, Stoute highlighted the significance of winning a Grammy, citing a quote said by Nicki Minaj. He hoped "this year's Grammy Award Show takes into consideration the critical importance and high value that the artist places on winning this coveted award and its overall importance on the legacy of music in our culture."

Stoute added: "I would like to believe that after last year's fervent discussions on the topic that there have been some adjustments and modifications to both the format of the show and a review of the voting procedures and processes."

The Grammys air Sunday at 8 p.m. on CBS.

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