Last week we attended Golden Hour as part of the Grammy Awards’ Grammy House programming at Rolling Greens in Downtown Los Angeles. This year Grammy House expanded to 4 days of panels and performances aiming to highlight various achievements throughout the Recording Academy. Through immersive experiences, interactive installations and digital storytelling, the cultural hub will serve to honor today’s dynamic musical landscape, foster innovation, and cultivate meaningful connections between Recording Academy Members, artists, fans, and the broader music community. 2026 also marks PATRÓN’s first year as the Official Tequila Partner of the GRAMMY Awards which included exclusive activations like Grammy House, offering a glimpse into to how PATRÓN shows up during music’s biggest week.
Presented by AFEELA, in partnership with Amazon Music and Gold House, Golden Hour was an afternoon amplifying the Gold Music Alliance and celebrating the incredible cultural milestones achieved by AAPI+ music creators. The event featured performances by ARKAI, Stephanie Poetri, and MICO as well as immersive brand activations from PATRÓN , Vaseline, Redken and AFEELA. Golden Hour was an amazing display of how the Recording Academy is actively making an effort to uplift and spotlight its growing AAPI+ community. PATRÓN had multiple stations offering their signature liquor and custom cocktails as well plastic miniature versions of their classic bottle so guests could take home a memento from the party. Vaseline offered free full size bottles of lotion, Redken gave away mini samples of a new hair repair mask and featured a photo-booth and AFEELA gave away free tote bags.
