At a time of atomization and endless special-interest hobbit holes, big live television events like the Super Bowl fulfill our need for something, anything, in common.
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The awards show was moved up from February to avoid the Winter Olympics and the Super Bowl, a strategy that paid off for CBS.
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The power of big-event television is on display as perhaps never before.
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To help promote the Jan. 26 telecast of the Grammy Awards, Macklemore and Ryan Lewis treated (or perhaps subjected) some Bronx, N.Y., bus riders to a taste of their No. 1 hit "Can't Hold Us." The duo is nominated for seven honors this year, including album of the year.
Commuters dance and clap along to the beat and seem to be admirably enthusiastic, considering how few were likely Macklemore fans. You'd have to go all the way to Denmark to find a happier bus! Some commenters rightly question just how "impromptu" the transit performance, part of the "Music Unleashes Us" Grammys campaign, really was, especially given the natty camerawork on display.
Staged or not, it's practically life-affirming compared to some recent ads that involve the (presumably) unsuspecting public. Like a certain vomiting devil baby.
Check out the performance below and a related promo clip featuring an impressively flexible geriatric dancer after the jump.
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In a live show on CBS to announce the Grammy nominees, a campaign to encourage viewers to come back on Jan. 26 for the awards show will be introduced.
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At the age of 23, the singer is experiencing a tumble in popularity that is also affecting her marketability.
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