American Marketer


Gucci sends promising musicians to Japan

September 4, 2014

Gucci's Grammy Camp performance Gucci's Grammy Camp performance


Italian fashion label Gucci's Grammy Camp initiative culminated Aug. 31 at the Sapporo City Jazz festival in Sapporo, Japan.

Six students were drawn from China, Britain and Japan to participate in the Los Angeles-based Grammy Camp program that resulted in numerous performances. The initiative is part of the Gucci Timepieces & Jewelry Music Fund’s three-year partnership with The Recording Academy.

Rising talent

The Gucci Timepieces & Jewelry Music Fund works with top musical institutions to provide scholarships to 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 send two students each to the Grammy camp. For 10 days the students work with peers in the United States, culminating in a grand finale concert where attendees perform newly composed music (see story).

This year's performance took place in Japan. Only the two musicians from Japan were able to play at the event, along with three of their peers from the Kunitachi College of Music, a partner of the Japan Music Fund.

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Grammy Camp members

Sapporo City Jazz is a two-month affair that celebrates all jazz genres and draws performers from around the world.

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Grammy camp members with Herbi Hancock

Fourteen-time Grammy winner Herbi Hancock visited the five students for a private lesson that was then integrated into their act.

The students played on the North Jam stage where they opened the day's events. The stage is located in the Sapporo Art Park, which has a capacity of 4,000 people.