Live Session With Lash Fary: Producer of the Official GRAMMY® Gift Lounge for 23 Years

Live Session with Lash Fary, founder of Distinctive Assets, the LA-based entertainment marketing company credited with catapulting the promotional craze of celebrity swag into a pop culture phenomenon. This year the company continues its long-standing partnership with the Recording Academy® in producing the one and only official GRAMMY® Gift Lounge as well as the show’s legendary Presenter & Performer Gift Bags. This year is the company’s 23rd year in this capacity!!!

“Despite challenging world events and significant logistical changes, we are excited to once again be creating amazing GRAMMY gift magic,” says Distinctive Assets founder Lash Fary. “We are proud to continue a tradition of making our gift endeavor as inclusive as possible, representing companies owned and operated by individuals across race, ethnicity, sexual orientation, gender, and age. These entrepreneurs not only make best-in-class products but also give back to their communities and the world at large.”

This year’s Gift Lounge is presented by Miage Skincare which will offer talent a deluxe 5-piece collection of their waterless micro-molecule transformative formulas. The Lounge will also feature a ground-breaking augmented reality experience from M Entertainment Works (MEW) whereby blues legend Robert Johnson will be revived as a performing avatar. Rounding out the unique in-person gift experience are Ceek Virtual Reality Headsets, chic lounge slippers from Coma Toes, museum-quality award-winning jewelry from Grossé Japan, cruelty-free vegan running shoes from PETA x Newton Running, Four Rose Jewelry Boxes featuring Rose Box NYC luxury long-lasting real roses, Skinny Sbu Socks – Africa’s #1 premium sock brand, a VIP experience at one of two all-new Topgolf venues in the Los Angeles area, innovative and fashionable TurboFlex Eyewear with patented 360° rotating hinges, and imaginative fun with WowWee’s My Squishy Littles along with not-yet-released innovations in play.

Talent will also receive a preassembled GRAMMY Gift Bag filled with a wide array of fabulous items ranging from Opopop Flavor Wrapped Popcorn Kernels to BYROE salad-infused luxury skincare. The 2022 #GRAMMYGiftBag also boasts the following brands: Art Lipo, BathSlut, British M, Canidae Pet Food, Casper, The Chai Box, Colab, Color Street, Courtney Racquel Jewelry, C60 Purple Power, Dr. Konstantin Vasyukevich, Dr. Shefali, Elixinol, Euka, Exploding Kittens, For Every Type, Frontera Wines, Gorgeouses27, The Green Garmento, Grey Goose Vodka, Hotel Chocolat, Jayde Home Essentials, Karma Nuts, Kokomo Restaurant, Love Sun Body, Lynn & Liana Designs, Manda Wellness Superfood, Mastercard Priceless Fragrance, Music Connection, National Geographic Books, NutriFit, Odele Beauty, Olipop, Oxygenetix, Philips Norelco, Philips Sonicare, Pixi Beauty, POPbeauty, PRESS Premium Alcohol Seltzer, Purely Elizabeth, Shinery, Signed by McFly, Soapy Faith, Soul Candles, T2 Tea, UP2U Recover, VibrantDoc, Whipped Drinks, Wildlife as Property Owners, Word Lyfe Apparel, and Youth Skincare.

Music’s Biggest Night® will, as always, feature the world’s biggest acts, all of whom will be treated to a bevy of thank you gifts in acknowledgment and appreciation of their participation. This year’s incredible talent list includes Billie Eilish, Brandi Carlile, Brothers Osborne, BTS, Lil Nas X, Jack Harlow, Olivia Rodrigo, and returning host Trevor Noah.

As a total disclaimer, I am a huge fan of Lash Fary and Distinctive Assets for the long-range impact they have on the ability of new and emerging products and businesses to get exposure to celebrities and personalities that can absolutely change the trajectory of their movement for the positive. Also, as The Hype Magazine began its official run of GRAMMY coverage in 2017, Lash gave us our first taste of what the official gifting lounge was all about, taking us behind the veil of this magnificent tradition as part of Music’s Biggest Night®…an amazing experience in and of itself!

This year, ahead of the 64th GRAMMY Awards, I got to spend some time with Lash to discuss the defining moment that brought the company to this glorious mission of exposing brands to tastemakers and celebrities, how the relationship with the GRAMMYs developed, and some of the awesome products in this year’s exclusive gift bags! Had loads of fun with this conversation…Tune In!!!

Find out more about Lash Fary and Distinctive Assets and what they do via their official website. You can also experience some of their special moments via Instagram at @swagassets.

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Tags: #GRAMMYGiftLounge, #GRAMMYs, Ceek, Coma Toes, Distinctive Assets, Gift Bags, gifting suite, Grossé Japan, Lash Fary, M Entertainment Works, marketing, Miage Skincare, My Squishy Littles, Newton Running, PETA, Rose Box NYC, Skinny Sbu Socks, Topgolf, TurboFlex Eyewear, WowWee

About the Author

Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.