Spotify's annual Grammy week Best New Artist party will tap into some old-school Tinseltown glamour 2/1 when it takes over the Paramount Studios lot in Hollywood for the first time. Moving from its 2023 home at the Pacific Design Center, the event will boast performances by BNA nominees Noah Kahan, Gracie Abrams, Victoria Monét, Ice Spice, Coco Jones, The War and Treaty and Jelly Roll.

We took a break from asking if we could add a few more names to the guest list to grill the Spotify team about the all-hands-on-deck nature of organizing this tentpole gathering, how it landed at Paramount and why the music biz is often reminiscent of Survivor. Jeremy Erlich's mustache declined to comment.

Why did Spotify decide to hold its Best New Artist shindig on the Paramount lot this year?

Head of Pop, Dance and Indie Artist Partnerships Ashley Graver: After eight years, we wanted to do something extraordinary. Paramount was an obvious choice—an iconic locale steeped in rich history, it will set the stage for an unforgettable concert from a sampling of music's most exciting new talent. Picking this space was not just about great acoustics; we focused on building an immersive experience of music, history and old-school Hollywood allure.

How long does it take to plan?

Manager, Artist & Label Partnerships Bella Jackson: It's on our minds all year; the creative wheels are always spinning! We officially kick off our internal workflow at the top of September with teams from across the company—music partnerships, music booking, marketing, experiential, brand and creative, editorial, PR—making it one of the most collaborative and cross-functional campaigns at Spotify. We're scoping out possible venues and discussing the narrative and overall goals long before nomination day.

Ashley Graver, Bella Jackson, Lisa Ritchey

This year's performers represent pop, R&B, country and rock. Did that influence your approach to the party?

Manager, Pop, Dance and Indie Artist Partnerships Lisa Ritchey: We wanted to make sure we had a space that would reflect the sonic diversity appropriately. That's the most special part of BNA; the event not only revolves around the future of music but spans genres, ages and communities yet gets everyone in one place.

There are so many parties to choose from during Grammy Week. What makes BNA stand out?

Associate Manager, Artist Partnerships Leila Kashfi: BNA is unlike any other Grammy-week gathering because everyone is there to celebrate the success and impact of music's rising stars. While other events might focus on highlighting a company's roster or clients over all, BNA brings together everyone who's had a hand in propelling these nominees forward to acknowledge their hard work. Behind each of the Best New Artist nominees is a village of managers, labels teams, publishers, writer-producers, agents and more. This is their moment to be recognized and honored.

Leila Kashfi, Talia Kraines, Maureen Ochs

How can listeners engage with BNA both on and off the platform?

Senior Editor, Pop Talia Kraines: Having a playlist home for listeners to hear all the Best New Artist nominees is an essential part of the campaign. It's also a great place for us to highlight Spotify Singles by some of the nominees, like the ones this year from Noah Kahan, Victoria Monet, Coco Jones and The War and Treaty.

Label Partnerships Manager Maureen Ochs: Another thing that sets this campaign apart is how we're able to incorporate our platform into showcasing the staggering growth of each of these artists. We show “then and now” stats related to streaming and listenership, as well as Easter eggs in-app to get to know each artist's personality. Our goal is to make sure listeners and the industry get an exclusive, behind-the-scenes look at these artists and their rise.

If the BNA nominees had to compete for something other than the Grammy itself, what would it be?

Ritchey: I'd have them play Survivor because that's basically the music industry—you can play a social game, you can excel at strategy, you can dominate in a puzzle or physical challenge... You can even find a hidden immunity idol. There's no one way to win; all ways can lead to victory. That's the beauty of the game.