The Grammys in recent years have targeted young audiences even as
older acts won key awards to the surprise of some music fans, but this
Sunday's honors will shine its spotlight on Adele, whose popularity
crosses all age boundaries.
The soulful British singer, whose album '21' has spawned massive
hits like 'Rolling in the Deep' and topped charts for 19 weeks, enters
music industry's biggest awards with six nominations, second only to
rapper Kanye West with seven.
But all ears will be tuned in to Adele, 23, who is scheduled to
give a Grammy performance that is her first since undergoing throat
surgery late last year. And everybody -- young and old -- wants to know
if 2011's top-selling performer has recovered.
"My eight-year-old daughter sings Adele songs, and my friend's
75-year-old grandmother sings Adele songs," said Nic Harcourt, former
radio host at KCRW, who is among those credited with helping put the
British chanteuse on the U.S. music map.
Adele's voice was a breath of fresh air in 2011 for a struggling
industry. '21' album sold more copies in one year than any other act
since Usher's 'Confessions' in 2004. Its current U.S. sales total is
roughly 6.3 million copies.
In years past, the Grammys have often seen relative newcomers in
top categories like album of the year face off against veteran acts,
only to see the older performers win, shocking the youth-driven
industry. Herbie Hancock's 2007 jazz album, 'River: The Joni Letters',
was among the recent surprises.
That won't happen at Sunday's ceremony in Los Angeles. Competing
for album of the year are Adele with '21', Lady Gaga for 'Born This
Way', Rihanna with 'Loud', Bruno Mars for 'Doo-Wops & Hooligans' and
Foo Fighters for 'Wasting Light'.
Indeed, many of the major categories are dominated by younger pop
stars like Adele, Gaga, Katy Perry and Rihanna. Traditional rockers are
largely missing, with the exception of legends Paul McCartney and Bruce
Springsteen who are both set to perform at Sunday's show in Los
Angeles.
ADELE, NO POP CONFECTION
But in an ironic twist, Adele gained stardom precisely because
she has appealed to so many audience groups with her soulful ballads
such as 'Someone Like You' that sound like a throwback in an industry
dominated by electronic dance music.
"She's got a little more substance and is not just a pop
confection. With a classic sound, veteran Grammy voters will have no
problem supporting her, while she also reaches the young," said Bob
Merlis, president of MFH Publicity.
Adele's singles have been played on multiple radio formats,
helping to sell albums to older consumers as well as younger fans who
tend to buy music online.
David Bakula, senior vice president, analytics of entertainment
for Nielsen said Adele has "gone beyond the bounds of a simple pop
artist, which appeals to a younger, more singles-driven crowd. Katy
Perry's a good example of a star who sells tons of singles, but not tons
of albums."
Elsewhere, Kanye West's seven nods crown a critical and
commercial comeback for the controversial 34-year-old rapper who took a
self-imposed hiatus from performing in 2009.
West recorded his best rap album contender "My Beautiful Dark
Twisted Fantasy" in Hawaii after removing himself from the mainstream
music scene following harsh criticism over his 2009 outburst involving
country starlet Taylor Swift at the MTV Video Music Awards.
Already a 14-time Grammy winner, he is nominated for song of the
year for 'All of the Lights' and best rap performance with Jay-Z for
'Otis'.
The best new artist category reflects an eclectic mix of artists,
from female rapper Nicki Minaj and hip-hop artist J. Cole, to country
sensations The Band Perry, house and electropop performer Skrillex and
American folk band Bon Iver.
'Rhinestone Cowboy' singer Glen Campbell, 75, currently on a
goodbye tour after announcing he has early stage Alzheimer's disease,
will receive a lifetime achievement award and will perform with The Band
Perry and Blake Shelton.
Other performers will include veteran crooner Tony Bennett -- who
is nominated for his 'Body and Soul' duo with the late Amy Winehouse --
Alicia Keys, Taylor Swift, Coldplay, Jason Aldean, Kelly Clarkson and
Chris Brown.
Bonnie Raitt will perform in remembrance of 'At Last' singer Etta
James, who died in January at the age of 73, and rapper and 'NCIS: Los
Angeles' actor LL Cool J will be the first official host of the Grammy
Awards in seven years.
Winners are determined by about 13,000 members of the Recording
Academy, but only a handful of trophies in the 78 categories will be
handed out on Sunday's live telecast.
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