Presented by The Coca-Cola Company with additional partners Johnnie Walker and Hydro Flask
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Sir Lucian Grainge’s 2026 Music is Universal Artist Showcase returned on Saturday, January 31, 2026, as a signature daytime celebration ahead of the GRAMMY Awards. Held during GRAMMY Weekend, the invitation-only Showcase brought together artists, executives, creatives, and industry leaders for an afternoon honoring music, culture, and the creative community. The event featured live performances by ROLE MODEL, SIENNA SPIRO, TUCKER WETMORE, KATSEYE, AYRA STARR, AITANA, OLIVIA DEAN, CONAN GRAY, LEON THOMAS and EJAE, AUDREY NUNA and REI AMI – the singing voices of HUNTR/X from KPOP DEMON HUNTERS, alongside special announcements including NOAH KAHAN, reinforcing the Showcase’s role as a defining moment on the GRAMMY Weekend calendar.
Other UMG artists in attendance included: OLIVIA RODRIGO, YUNGBLUD, JELLY ROLL, JON BATISTE, SAMARA JOY,MONEYBAG YO, NOAH KAHAN, LOLA YOUNG, CHARLIE CROCKETT, and STEPHEN SANCHEZ. The event also featured an appearance by award winning actor, comedian and musician FRED ARMISEN.
Three-time Grammy® award-winning artist Olivia Rodrigo became the fourth recipient of the Universal Music Group x REVERB Amplifier Award, recognizing her outstanding commitment to driving positive change through her music, platform, and direct engagement with fans. Created to spotlight artists who meaningfully use their voice and reach to drive positive change, the Universal Music Group x REVERB Amplifier Award celebrates those who go beyond awareness to inspire real-world action. The award was presented by Sir Lucian Grainge, Chairman and CEO of Universal Music Group, and Lauren Sullivan and Adam Gardner, Co-Founders and Co-Executive Directors of REVERB—the leading organization driving environmental sustainability across the music industry, mobilizing millions of music fans to take action, and amplifying social and environmental nonprofit campaigns through the cultural power of music.
The afternoon was filled with exclusive film and TV reveals. Peabody Award-winning comedian, actor, writer and musician Fred Armisen made an appearance, where it was announced he will host a forthcoming CNN Originals music docuseries that will give an unprecedented, behind-the-scenes look into UMG’s vaults – the world’s largest music archives. Sir Paul McCartney surprised the crowd with a special video message introducing an exclusive clip taken from his forthcoming new film, Man on the Run, which will premiere in cinemas and on Amazon Prime next month. The afternoon wrapped with Noah Kahan sharing news of an upcoming Netflix documentary. Director Nick Sweeney’s feature follows the musician as he experiences the whirlwind success of breakthrough release ‘Stick Season’.
As the exclusive soft‑beverage partner of UMG GRAMMY Weekend, The Coca‑Cola Company infused the Showcase with a playful sense of nostalgia, serving a vintage‑inspired, Coke Float experience. Guests sipped classic ice‑cream floats in front of a branded back wall designed as a modern tribute to the company’s iconic heritage.
As the exclusive spirits partner of UMG GRAMMY Weekend, Diageobrought its premium liquor portfolio to the afternoon Showcase, featuring custom Johnnie Walker Black Label specialty cocktails, including the iconic ‘Go Go Highball’, served throughout the event. The thoughtfully curated offerings complemented the daytime setting, creating a polished, celebratory atmosphere that set the tone for the weekend’s music-filled moments ahead.
Hydro Flask, the exclusive hydration partner of UMG GRAMMY Weekend, activated with a dedicated engraving station, where guests received complimentary, customized Hydro Flask products. Hydro Flask also supported the event ecosystem by donating product for Showcase tables, event staff, performing artist green rooms, and the artist gifting suite, underscoring the brand’s commitment to reducing impact while supporting artists and the creative process.
WHO: The biggest names in the music industry attended the exclusive event, with artists from Universal Music Group’s labels present. Attendees included, among others.
UMG executives in attendance included: Avery Lipman (Co-Founder, Vice-Chairman, COO, Republic Collective), Ben Adelson (President & COO, Mercury Records), Boyd Muir (Chief Operating Officer, Universal Music Group), Bruce Resnikoff (President & CEO, Universal Music Enterprises), Dickon Stainer (Chairman & CEO, Universal Music UK & Ireland), Frank Briegmann (Chairman & CEO, Universal Music Central Europe, & Deutsche Grammophon), Imran Majid (Co-CEO, Island Records), Jamie Krents (President & CEO, Verve Label Group), Jesus Lopez (Chairman Universal Music Latam & Iberian Peninsula, Universal Music Group), Jim Roppo (Chairman, Republic Records), Jo Charrington (President of Capitol Records UK), Jody Gerson (Chairman & CEO, UMPG), John Janick (Chairman & CEO, Interscope Capitol Labels Group & IGA), JT Myers (Co-CEO, Virgin Music Group), Justin Eshak (Co-CEO, Island Records), Marc Cimino(COO, UMPG), Matt Ellis (Chief Financial Officer, Universal Music Group), Michael Nash, Chief Digital Officer, EVP, Universal Music Group), Michele Anthony (EVP, UMG), Michelle An (President, IGA, Head of Creative Strategy), Monte Lipman (Founder, Chairman and CEO, Republic Collective), Nat Pastor (Co-CEO, Virgin Music Group), Steve Berman (Vice Chairman, Interscope Capitol Labels Group), Tom March (Chairman & CEO, Capitol Music Group), Tunji Balogun (Chairman & CEO, Def Jam Recordings), Tyler Arnold (President, Mercury), Wendy Goldstein (Chairman & Chief Creative Officer, Republic Records), Will Tanous (Chief Administrative Officer & EVP, Universal Music Group) among others.
Credit: Courtesy of Getty Images for Universal Music Group