The Grammys may celebrate sound, but behind the scenes, Distinctive Assets has been celebrating the art of making music’s biggest stars feel seen, spoiled, and appreciated for the past 26 years.
LOS ANGELES, CALIFORNIA : Pat Houston attends the Gift Lounge during the 68th GRAMMY Awards on January 29, 2026 in Los Angeles, California. (Photo by Araya Doheny/Getty Images for The Recording Academy)
In 2026, the LA-based entertainment marketing powerhouse is once again taking center stage behind the scenes, serving as the Recording Academy’s exclusive talent gifting partner since 1999.
LOS ANGELES, CALIFORNIA: Jessie T. Usher attends the Gift Lounge during the 68th GRAMMY Awards in Los Angeles, California. (Photo by Araya Doheny/Getty Images for The Recording Academy)
“It is always a privilege to be even a small part of celebrating Music’s Biggest Night®,” says Distinctive Assets founder Lash Fary. “After all these years, it’s gratifying to see that what we do is still enjoyed so immensely by so many. The appeal is real, and our mission remains quite simple: to deliver fabulous gifts while embracing inclusivity and philanthropy.”
LOS ANGELES, CALIFORNIA – JANUARY 29: Ashley Williams attends the Gift Lounge during the 68th GRAMMY Awards on January 29, 2026 in Los Angeles, California. (Photo by Araya Doheny/Getty Images for The Recording Academy)
Inside the 2026 Lounge
Hosted once again at Tom’s Watch Bar at L.A. Live, the Grammy Gift Lounge will be open to presenters and performers throughout rehearsals, offering a moment of indulgence and discovery amid the whirlwind of Grammy week.
LOS ANGELES, CALIFORNIA: The Gift Bag display is seen during the Gift Lounge during the 68th GRAMMY Awards on January 29, 2026 in Los Angeles, California. (Photo by Tommaso Boddi/Getty Images for The Recording Academy)
Beauty, fashion, art, and luxury are all represented, from jewelry by Grossé and contemporary art from Krovblit Fine Art to custom florals by Blooms by Maison d’Emilie.
LOS ANGELES, CALIFORNIA – JANUARY 31: Reba McEntire attends the Gift Lounge during the 68th GRAMMY Awards on January 31, 2026 in Los Angeles, California. (Photo by Tommaso Boddi/Getty Images for The Recording Academy)
VIPs will also receive a golden ticket for cutting-edge laser treatments from Dr. Jacquiline Hakim of Divina Dermatology, HUGS luxury blanket from Minky Couture, Urban Decay Cosmetics, the GROHE Euphoria 140 Shower Head, and an invite from Grammy winner Jimmy Jam to join Tony Robbins’ 100 Billion Meals Challenge.
LOS ANGELES, CALIFORNIA : Sheryl Lee Ralph attends the Gift Lounge during the 68th GRAMMY Awards in Los Angeles, California. (Photo by Tommaso Boddi/Getty Images for The Recording Academy)
Talent will also receive a preassembled Grammy Gift Bag filled with items from a wide variety of best-in-class brands including AllTrack Performing Rights, AMISTAD ̶ an imprint of HarperCollins, Amy Lane, Beekeeper’s Naturals, Beverly Hills Dental Arts, CB Grey, CHC ̶Luxury Natural Candles, DESUAR Spa, Dr.Anna Frants, Flaus, Good Girl Chocolate, H asbro Games, Karma Nuts, K’lani, Manuka Health, Marleylilly, Music Connection, New Chapter, NOOD New York, Oner Active, PackIt, Sattaché, SkinnyDipped, Stanley 1913, TruFru, Universal Audio, Unplugs, Unreal Snacks, Victoria White, Vital Proteins and more.
LOS ANGELES, CALIFORNIA: Lash Fary, Founder & President, Distinctive Assets, attends the Gift Lounge during the 68th GRAMMY Awards on January 30, 2026 in Los Angeles, California. (Photo by Tommaso Boddi/Getty Images for The Recording Academy)
Mark Your Calendar
The 2026 Grammy Awards® will take place on Sunday, February 1, 2026, at Crypto.com Arena in Los Angeles, broadcasting live on CBS at 8 p.m. ET / 5 p.m. PT, with streaming available live and on demand via Paramount+.
LOS ANGELES, CALIFORNIA: Lila Iké attends the Gift Lounge during the 68th GRAMMY Awards on January 30, 2026 in Los Angeles, California. (Photo by Araya Doheny/Getty Images for The Recording Academy)
About Distinctive Assets
Established in 1999, Distinctive Assets is a niche marketing company offering celebrity seeding, business development and branding opportunities within the entertainment industry and beyond. Distinctive Assets has an impressive resume of prestigious events that includes the Grammy Awards®, Latin Grammy Awards®, Emmys®, Tonys, American Music Awards, Kids’ Choice Awards, BET Awards and Academy of Country Music Awards.
