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This year, the Grammy Awards bag includes all the things music’s biggest artists might not know they need.
All of the celebrities attending the 2023 Grammy Awards on Sunday have the option to take home a free gift bag — or in this case, suitcase — worth more than $60,000. Every celebrity, regardless of whether they leave the arena with a golden gramophone or not, can take home a bag.
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The swag bags are curated by the Los Angeles-based marketing agency Distinctive Assets, which has been responsible for creating the bags for over 20 years.
According to reports, there are 75 goodies in the suitcase this year, including an upcoming robotic dog, named Dog-E, and a $10,000 voucher for arm liposuction at the Surgery clinic ArtLipo aesthetic.
Other items included in the Grammy 2023 gift bag include:
Bugaboo also donates a stroller worth more than $1,000 to the Baby2Baby charity for every celebrity that takes one home.
Lash Fary, co-founder of Distinctive Assets, told NBC that “at least half” of the items included in the swag bag are from small businesses.
Fary added that while the gift bags are free, artists must pay tax on the items and claim them as business gifts. He told NBC that most celebrities aren’t surprised by the accompanying fee.
“For these people, taxes are a pretty irrelevant issue,” says Fary.
He featured a few items on Instagram last month.
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On TikTok, curious music fans got a special look at the inside of the suitcases of the Grammy Awards in the days leading up to Sunday’s ceremony. Toys, electronics and skin care items are crammed into rows of black suitcases.
More snacks are also added to the swag bags, including Red Vines, Cliff bar, cashews and record-shaped Rice Krispie.
Fary has big ambitions for celebrity gift bags in the future. He says he dreams of giving away an electric car one day.
For now, perhaps Harry Styles is celebrating his Album of the Year win with his brand new robot companion Dog-E by his side.
© 2023 Global News, a division of Corus Entertainment Inc.
