DISTINCTIVE ASSETS TO ONCE AGAIN PRODUCE OFFICIAL GIFT BAGS AND BACKSTAGE GIFT LOUNGE AT THE 53rd ANNUAL GRAMMY AWARDS®

Online, February 3, 2011 (Newswire.com) - Los Angeles, Calif. - Distinctive Assets, an LA-based entertainment marketing company credited with beginning the marketing craze of celebrity swag over a decade ago, will once again be producing the official talent gift bags and backstage gift lounge for the 53rd Annual GRAMMY Awards®. Music's Biggest Night® will be held on February 13, 2011, at STAPLES Center in Los Angeles and will be broadcast live in high definition TV and 5.1 surround sound on the CBS Television Network from 8 - 11:30 p.m. (ET/PT). The legendary show's presenters and performers will be offered thank you gifts that will be distributed in two different forms - the coveted GRAMMY® Gift Bag and the exclusive backstage GRAMMY Gift Lounge presented by Bench.
"To be part of Music's Biggest Night on any level is as thrilling today as it was twelve years ago," says Distinctive Assets' founder Lash Fary. "We always look forward to introducing talent to an array of companies with fabulous gifts to share . . . ranging from up-and-comers to tried-and-true brands celebrities already love. This is always the highlight of my year and a gift experience that sets the standard for so many others."
The GRAMMY Gift Lounge presented by Bench will be open to presenters and performers during rehearsals. Invited guests will be able to stop by to scoop up thousands of dollars worth of amazing gifts. Headlining this year's gift bonanza will be an assortment of streetwear, loungewear and workout apparel from Bench, which is just launching its product line in the United States this month. Back by popular demand is Moroccanoil, the leader in luxury argan oil-infused styling, finishing and conditioning products for the hair. Moroccanoil will also be treating all of the guests at the official GRAMMY Celebration® after party with signature gift sets. Other Lounge gifts include: Smirnoff People's Challenge and martini sets, Klipsch speakers, Isolá footwear, The Body Shop's Nutriganics Skin Care, MyPurMist soothing sinus and respiratory treatment apparatus, DJ Hero 2 and Guitar Hero: Warriors of Rock video games, designer sunglasses from SOLSTICEsunglasses.com, Epiphone "Inspired by John Lennon" Guitars, Delta Private Jets gift vouchers, Votre Vu's SnapDragon Beauty Beverage and Ten Gauge Health & Energy Slam, ReFa-PRO platinum electronic rollers by MTG, fÅ«l laptop messenger bags/backpacks, Trident Vitality gum, R.A.T.S. Atelier men's apparel, a month's supply of Diet Pepsi, Mobo Cruiser by Asa Products Inc., jewelry from Grosse Japan, Cold Stone Creamery Yogurt Bar, Tu Bloom Designs floral displays, and handbags from Brandina The Original.
The official GRAMMY Gift Bag will represent a diverse portfolio of brands ranging from unique to useful. The gift selection will packaged inside a fūl 30" split-level wheeled Load Runner duffel and currently includes: Pureology Hydrate Shampoo and Hair Conditioner, AnthroSpa Logic preservative-free antioxidant-rich skincare, Plattoes sandals, Sulpice Chocolat, a Live In Fitness Enterprise fitness retreat, Music Connection magazine, Velvet Stone embellished tees, Just Dance 2 and Michael Jackson: The Experience video games from Ubisoft, Bonneville Environmental Foundation, Diet Pepsi, MoonSkins iPhone covers, Dolce Voce throat spray, Rhyme Genie's dynamic rhyming dictionary, Love from Venus wrap bracelets, Lalo Fitness personal training packages, travel packages from Hilton Hotels & Resorts, Moroccanoil gift sets, Il Volo cd, Nolasco Studios water color portraits, earthpawz pet safe cleaning products, BugZip encasement bags, Nomiki Glynatsis Couture hair jewelry, People's Yearbook, BlacMera couture clothing, Show Stoppers double-sided fashion tape, Paddywax eco-sensitive candles, The Green Garmento eco-friendly dry cleaning bags, ByGaby tees, Voskos Greek Yogurt, Griffin Slap for iPod nano, sugar-free low-carb Bonita's Mixes, STEAMCREAM moisturizer, and TwinLuxe shaving skincare for the perfect shave experience.
This year's GRAMMY talent will, as always, include top musicians and notable celebrities in all genres. Arcade Fire, Eminem, Cee Lo Green, Lady Gaga, Miranda Lambert and Katy Perry have already been tapped to perform. Additional presenters and performers will be announced soon.
Distinctive Assets will continue its long-standing philanthropic tradition with an in-Lounge "giving station" which will allow the celebrities to autograph and donate one of their favorite new gifts to the MusiCares® Foundation, which provides a safety net of critical assistance for members of the music community in times of need.

About Distinctive Assets Established in 1999, Distinctive Assets not only produces the Gift Bags and Backstage Gift Lounges for many major award shows but also provides product placement, product introduction, event production, public relations and branding opportunities within the entertainment industry and beyond.

About Bench Bench is a British born, urban lifestyle brand which designs, sources and markets cool and distinctive products. The brand originated in the late 80s as a niche tee shirt brand creating pieces inspired by BMX biking and the world of skateboarding. Bench has always had a strong association with Manchester's music scene and the underground explosion which surrounded it in the heart of the city during the 90s. Nowadays, the appeal stretches across every imaginable urban scene. Since the humble Manchester beginnings, Bench's distribution has extended globally; the brand is now sold worldwide in Europe, USA, Canada (www.bench.ca) and Australia. Bench has always built its collections on the individuality of real people and real products and will continue to do so moving forward.

About The Recording Academy® Established in 1957, The Recording Academy is an organization of musicians, producers, engineers and recording professionals that is dedicated to improving the cultural condition and quality of life for music and its makers. Internationally known for the GRAMMY Awards - the preeminent peer-recognized award for musical excellence and the most credible brand in music - The Recording Academy is responsible for groundbreaking professional development, cultural enrichment, advocacy, education and human services programs. The Academy continues to focus on its mission of recognizing musical excellence, advocating for the well-being of music makers and ensuring music remains an indelible part of our culture. For more information about The Academy, please visit www.grammy.com. For breaking news and exclusive content, join the organization's social networks as a Twitter follower at www.twitter.com/thegrammys, a Facebook fan at www.facebook.com/thegrammys and a YouTube channel subscriber at www.youtube.com/thegrammys.

If you have any questions or would like to schedule coverage, please contact:

Distinctive Assets
Dina Rezvanipour: 323.549.0444 x103
[email protected]

The Recording Academy
Lourdes Lopez: 310.392.3777
[email protected]