American Marketer


Gucci bolsters music commitment through Grammy Camp scholarships

June 30, 2014

Gucci Timepiece From Gucci's Interlocking Grammy collection


Italian fashion label Gucci is continuing its support of emerging musicians by inviting students from around the world to participate in the Grammy Foundation's Grammy Camp July 12-21.

Six students have been drawn from China, Britain and Japan to participate in the Los Angeles-based program. The initiative is part of the Gucci Timepieces & Jewelry Music Fund's three-year partnership with The Recording Academy.

Young composers

The Gucci Timepieces & Jewelry Music Fund works with top musical institutions to provide scholarships to and enable the development of young musicians. The program promotes international exchanges so that students can broaden their understanding of music in different cultures.

Each of the three funds will send two students each to the Grammy camp. For 10 days the students will work with peers in the United States, culminating in a grand finale concert where attendees will perform newly composed music.


Grammy Camp

The camp also provides attendees with a better sense of how they can carve out a career in the music world.

Jazz pianist Yoko Suzuki and jazz drummer Kunito Kitai from Japan, percussionist Jordan Hadfield and singer Renato Paris from Britain and trumpeter Lam Hiu and flautist Lau Tsz Kit from China will be attending the program.

The partnership also includes a traveling exhibition with interactive features and a museum display.

Gucci also works with the Grammy Foundation in Latin America where it promotes greater awareness of Latin recording artists.


Best New Latin American Artist 2012 wearing I-Gucci Latin Grammy timepieces

Furthermore, the partnership entails the preservation of historical music at the Gucci Museum, the preservation of old film and the creation of multiple timepiece and jewelry collections.

The brand also works with Chinese actress Li Bingbing's charity foundation L.O.V.E. to support environmentally friendly causes.

Gucci is likely aiming to draw in younger consumers with its music-themed, charity partnerships (see story).