Joni, Tracy, and Intergenerational Love at the 2024 GRAMMYs with John Loken

This week, SuperAge explores the world of music and community
with John Loken. John, an Executive VP of Marketing for The
Recording Academy,  discusses his work with the GRAMMYs,
highlighting their role in supporting and celebrating music
creators. He emphasizes the academy's purpose-driven nature,
focusing on advocacy, education, and crisis support beyond just
the glitz of the GRAMMY Awards. John also gets into the power of
music when it comes to creating a sense of tribe and belonging,
transcending barriers of language, politics, and culture. His
insights reveal the profound impact of music in unifying people
and fostering a global community.


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Key Moments“Yes the GRAMMYs are a key part of what
we do. That's what we're famous for. But the other 364 days a
year, we are in Washington, D.C. advocating for creator rights.
We are in schools helping to educate young people. We also have a
Health and Human Services operation called MusicCares, which is
not just about addiction support, but but really for people in
any kind of crisis, economic crisis or otherwise”

“There's something about music and the way that music makes us
feel that whether it is a classical artist, a jazz artist, a
country artist, a hip hop artist, any EDM artist or rock artist,
we're all in this music tribe, and it just really generates an
incredible feeling of belonging.”

“We want to make sure we're talking about craft, right? There are
plenty of award shows that are about the most streamed artists,
or maybe the artists that sold the most tickets or had the most
revenue off of their tours or whatever. That's not us. We're a
different thing.”

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