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Offset's solo career continues to soar following the release of his sophomore album, SET IT OFF. To share his vision and inspirations behind the release, the three-time GRAMMY nominee is set to return to his home state of Georgia for GRAMMY U "Unwrapped" held at the Ray Charles Performing Arts Center in Atlanta on Friday, September 20.

In collaboration with the Recording Academy Atlanta Chapter and the Black Music Collective, GRAMMY U members will have the opportunity to join a panel conversation with Offset as he talks through his production techniques and concepts behind SET IT OFF. Offset will provide valuable tips highlighting how he explores creative processes in both solo and collaborative settings.

Offset gained fame as a member of the rap trio Migos, alongside Quavo and the late Takeoff. Together, the group achieved significant success with chart-topping hits like "Bad and Boujee" featuring Lil Uzi Vert, "Walk It Talk It" featuring Drake, and "Stir Fry." At the 2018 GRAMMYs, Migos received two GRAMMY nominations: Best Rap Album for Culture and Best Rap Performance for "Bad and Boujee." At the 2020 GRAMMYs, Offset earned his first solo GRAMMY nomination for Best Rap Performance for "Clout" featuring his wife Cardi B.

Read more: Up Close andamp; Personal: Migos Open Up About Their Latest Project, Unconventional Childhoods andamp; Eternal Family Bond

SET IT OFF includes collaborations with industry giants Future, Don Toliver, and Travis Scott, with the lead track "SAY MY GRACE" featuring Travis Scott amassing nearly 135 million streams on Spotify alone.

Ahead of the Unwrapped event with Offset, the Recording Academy and GRAMMY U members are hyped. On August 24, the Recording Academy Philadelphia Chapter hosted an exclusive meet and greet with Offset at a local restaurant, where Recording Academy Voting and Professional Members and fans were able to converse and ask questions about his career.

Recording Academy Philadelphia Chapter Members with Offset | Photo Courtesy of the Recording Academy

Offset's journey from Migos to his solo career showcases a powerful example of artistic evolution, which will inspire GRAMMY U attendees. As one example of many great artist productions that GRAMMY U Unwrapped aims to showcase, this event will offer insights into maintaining authenticity and crafting a unique path in the music industry.

Event Details

This event is open to GRAMMY U members only.

Date and Time: Friday, September 20, 2024, at 8:00 p.m. EST (doors open at 7:00 p.m. EST)

Location : Ray Charles Performing Arts Center, Atlanta, GA

RSVP: By Tuesday, September 17, 2024. Space is limited, and RSVPs are accepted on a first-come, first-served basis. Confirmation email required for admission.

This GRAMMY U session is an exclusive opportunity for members to gain firsthand knowledge from one of the music industry's influential figures in a setting that fosters learning and growth. A special thank you to our participating sponsors, Mastercard and Amazon Music for supporting the development of emerging music industry professionals.

Learn More About GRAMMY U

Hundreds of GRAMMY U members excitedly gathered at Riverside Revival in Nashville for the annual GRAMMY U Fall Summit. Presented by Mastercard, the two-night summit offered networking and educational opportunities, as well as several performances.

The 2024 Fall Summit kicked off on Sept. 30 with a networking mixer and performance showcase featuring Nashville-based artists Bekah and Josh of Girl Named Tom, as well as Keearah and Mille Manny, the latter of whom are GRAMMY U members from Tennessee State University. Following the performances, attendees participated in a curated networking mixer with notable mentors from the Recording Academy, Mastercard, Amazon Music, and other organizations. This colorful evening also included a Y2K-themed photo activation and a Mastercard sensory experience that left attendees excited to return for the next night.

The second day of the Summit began with the #Trendsetters panel, a conversation in which industry marketing professionals discussed the past, present, and future of album marketing.

Afterward, GRAMMY-nominated artists Charli XCX and Troye Sivan took the stage to kick off "From Concept To Culture," the keynote panel. In collaboration with the Recording Academy’s Songwriters andamp; Composers Wing, Charli XCX and Troye Sivan discussed how their pop culture disruption connects with their commitment to authenticity through songwriting and collaboration.

Read on for five takeaways from this year’s GRAMMY U Fall Summit in Nashville, presented by Mastercard and in collaboration with participating sponsor Amazon Music.

All photos by Danielle Del Valle/Getty Images

Embrace Your Individuality To Create Successful Collaborations

Troye Sivan (L) and Charli XCX (R) speaking at the 2024 GRAMMY U Fall Summit

During their joint SWEAT Tour, Charli XCX and Troye Sivan discussed how they embrace their individuality as solo artists in the midst of artist collaboration and touring.

Sivan and Charli said their songwriting journeys have grown exponentially. For his part, Sivan has continued to trust his gut when it comes to songwriting, embracing both individuality and feeling. "Make what you love," Charli echoed Troye’s sentiment, adding that they no longer write music in a "commercial style."

Sivan said his and Charli’s individual "manifest[ations of] different versions of pop music" are exciting individually, but become even more so as they intertwine during their national joint tour. Sivan described this collaboration as "the collision of worlds," recounting how their individual sounds complement each other when brought together on tracks like "Talk Talk."

The key to staying open-minded in any collaboration is "letting yourself be moved and really zoning in on something magical," Sivan said. That ability to hear and trust new ideas has led to fruitful collaborations with touring partner Charli.

Change The Narrative By Being Authentic

Charli XCX

The second day of the GRAMMY U Fall Summit, held simultaneously as Music Advocacy Day 2024, highlighted the importance of authenticity, a prominent topic amid the rise of AI’s role in music creation.

"[I’m] all for new tools, but there will always be people who exploit new tools," Charli XCX said. Both she and Sivan described AI as a potential musical instrument, rather than something to fear. Artificial intelligence and other digital tools can lower barriers in music, empowering anyone to create and express themselves.

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Moving beyond AI’s use in music production, the pair also discussed the importance of authenticity in songwriting. Both GRAMMY-nominated artists’ originality and honesty has not only transformed pop culture, but also made safe spaces for fellow songwriters.

To Be A #Trendsetter, Define The Artist’s Vision

Erich Buchi, Fred Rubenstein, Bri Small and Nathan Pyle during #Trendsetters panel

The GRAMMY U Fall Summit kicked off with an insightful marketing panel featuring industry executives reflecting on how to create impactful music marketing campaigns.

During the #Trendsetters panel, esteemed marketing experts Erica Buchi, VP of Marketing Partners at mtheory LLC; Fred Rubenstein, VP of Digital Marketing at Sony Music Nashville; and Bri Small, Director of Digital Content Strategy andamp; Partnerships at Warner Music Nashville discussed how to create innovative music marketing strategies that captivate audiences and disrupt the pop culture landscape. Moderated by Nathan Pyle, Director of Operations at Songfluencer, the panel also included discussion about influencers, experiential marketing and fan engagement.

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The panelists discussed their experiences working with artists to ignite their creative personality. Buchi described her position at mtheory LLC as being "very artist-centric," keeping the artists’ creative visions in mind as campaigns are curated.

"We get to help steward along these artists' great work, and there's a load of responsibility with that, but there's also the lean-in that we can provide to help realize their vision," Sony Music Nashville’s Rubenstein said.

Network With A Purpose

Bekah and Josh of Girl Named Tom

Following the success of the curated speed networking session at the 2024 GRAMMY U Conference in New York, the Fall Summit in Nashville curated a similar networking opportunity. Attendees gathered at various mentor stations to meet and learn from esteemed professionals including Todd Dupler (Chief Advocacy andamp; Public Policy Officer, Recording Academy), Latoya Bennett-Johnson (Vice President of Global Sponsorships, Mastercard), Sarah DeMarco (Label Relations, Country, Christian andamp; Gospel at Amazon Music), and Jon Blass (Mixing Engineer and Recording Academy Board Member).

"It was incredible to see GRAMMY U members so driven to get to know the mentors and each other," said Della Anderson, GRAMMY U National Membership Representative, who led the networking mixer. "It can be intimidating to network with people you don’t know, but respect so much. I thought this type of experience, where members have a limited time to connect and had to move on to the next mentor, was valuable because it allowed them to discover different types of people in the industry and network with a purpose."

After the networking session, members stayed and mingled in between performance acts and returned the following night eager to continue connecting with their new industry contacts.

Immerse Yourself For A Rewarding Experience

GRAMMY U Reps Ily Aguilar, Samantha Kopec and Jim Slife at the Mastercard Photo Activation┃Photo Courtesy of GRAMMY U

Summit attendees explored various activations throughout the venue. These immersive and "Instagrammable" activations allowed attendees to experience the moment from many perspectives.

Mastercard's red-and-orange infinity photo booth and ambient candle-ladden courtyard setup enabled attendees to activate all their senses. GRAMMY U members could also try some of Mastercard’s signature cocktails — the Passion and the Optimism — and enjoy these refreshing tastes as they mingled with other attendees. The setup of the event also included an immersive stage, which had an otherworldly look set with neon pink and green pieces; the Y2K photo corner featured a bright pink inflatable couch, tying into the SWEAT Tour Y2K style.

GRAMMY U members were also interviewed on GRAMMY U Live!, which allowed members tuning in virtually to hear another perspective of what was happening in real time and gave attendees their own moment in the spotlight.

The GRAMMY U Fall Summit was jam-packed with as much excitement as there were learning and networking opportunities. Rewatch the #Trendsetters marketing-focused panel HERE and the keynote panel with Charli XCX and Troye Sivan HERE.

Learn More About GRAMMY U

On Sept. 20, GRAMMY U members had the opportunity to learn from GRAMMY-nominated rapper Offset, who shared insights into his creative process behind his sophomore album, SET IT OFF.

The second-ever GRAMMY U Unwrapped event was held in Offset's Atlanta hometown, and the rapper was joined by several collaborators. Featured in the exclusive panel discussion were recording engineer and GRAMMY U alum JRich, producer/songwriter/rapper, and co-founder of the 808 Mafia collective Southside, and moderator by SheShe Pendelton, the creative and fashion director for SET IT OFF.

Nearly a year after the release of his sophomore album, SET IT OFF, the three-time GRAMMY nominee emphasized the importance of trust and honesty with contributors throughout the album's creation. Step inside the Ray Charles Performing Arts Center and read on for insights from all four creatives. GRAMMY U's Unwrapped was held in collaboration with the Recording Academy’s Atlanta Chapter and Black Music Collective, and made possible by participating sponsors Amazon Music and Mastercard.

Real Talk Begets Real Music

When Offset first played his album for Southside, Southside pointed out that while everything sounded great, there was no real intro. This surprised Offset, who had spent two years working on the album and thought it was nearly complete. That feedback was crucial, and led to the creation of "ON THE RIVER" as the opening track.

As soon as Offset heard the beats from Southside, he knew the opening track needed to convey a more serious and vulnerable tone, rather than the high-energy and "turnt" vibe he’s known for. Offset and Southside's sessions are built on brutally honest feedback and a friendship that fosters strong creative trust. Once again, that relationship created powerful music.

Engineer JRich provided a glimpse into their recording routine for "ON THE RIVER" and the larger album, noting that he's always prepared to capture Offset's spontaneous ideas. JRich noted that they keep the music going, aiming to capture the "full vibe" of the experience with minimal technical interruptions. Since Offset does not write down his lyrics, this approach allows them to always be able to reference earlier ideas.

JRich offered a crucial piece of advice from the engineering perspective: never delete anything in a recording session. You'll never know which parts may become valuable to the artist later on. Offset praised JRich for his dedication.

Let The Moment Shape The Art

Producer JRich ┃ Derek White/Getty Images

The music video for "SAY MY GRACE" was filmed in Thailand and envisioned as a fast-paced and aggressive contrast to Offset's emotions. Featuring Travis Scott — whom Offset described as "always on the move" — Offset opted for a low-budget approach, capturing the stunning scenery with a simple camera setup.

The song reflects on Offset's loss of his grandmother, noting that he continues to persevere despite all of the "losses [he's] taking." He told the GRAMMY U audience that he's proud of the song's success on streaming platforms, considering it was one of the most difficult tracks for him to make.

JRich added that making this song was a unique experience, because Scott has a very different style of recording. In fact, Scott's verse in "SAY MY GRACE" differs from the original version because of a last-minute change Scott wanted to make.

Making that change to the verse was only possible because JRich's album deadline was eight days away, giving them time to re-work the track. But deadlines can be tricky for Offset; as someone who creates a lot, he doesn't know how many songs he'll make in a recording session. Deadlines, for Offset and many other artists, make it hard to guess how many tracks will come out of the studio.

Listening Is Always Worth It

Southside and Offset pose┃Derek White/Getty Images

"WORTH IT" was born from an unused sample from Don Toliver's producer. During a session together, Don Toliver played the sample, and Offset immediately liked the beat and vibe, which was different from his usual style.

Offset shared that sometimes artists can get caught up in perfectionism and overlook the potential in sounds they're not initially drawn to. While Toliver was a bit hesitant to release Offset's take on the track, "WORTH IT" ended up doing really well.

This concept can also apply to being open to changes suggested by producers. On "WORTH IT" Southside suggested that Offset change a couple of the verses. Since Offset trusts Southside's judgment, he took the advice.

Similarly, on "Clout" (featuring Cardi B), a song off of Offset’s first solo album, Southside recommended repeating "Do anything for clout" in the chorus instead of rapping straight through. That repetition became a defining feature of the song's success.

Southside added that he employs a philosophy of "simplicity always wins," and being communicative and open to feedback during the music creation process is essential.

Innovation Over Investment

Offset asked his sister to help with the music video for "DON'T YOU LIE," and with only spending $2,000–$3,000, it became one of his most popular videos on YouTube. This experience was a major learning moment for Offset, showing him that a successful music video doesn't require a huge budget. The video, filmed at his house, drew viewers in with its lifestyle focus.

Much like the "homey" vibe of the music video, Southside created the beat for "DON'T YOU LIE"' while just hanging out with Offset. Their collaboration, which dates back to 2014, thrives on their shared energy, making the creative process feel entirely natural — especially with this track.

JRich shared that he was given more creative freedom with "DON’T YOU LIE", adding drops to the track. Just as Southside has built a trusting relationship with Offset, he too has confidence in JRich to bring his vision to life. When offering advice to the audience and fellow engineers, JRich emphasizes that engineers can do more than just handle artist vocals; they can be creative with beats as long as they don’t overdo it and establish trust within the studio.

Trust Your Instincts andamp; Create For Yourself

"I gave it my all," Offset said, reflecting on making the "FAN" music video, which took 26 hours to film at the Paramount Studios Lot in New York. SheShe Pendleton, who played a key role in the creative direction, called it her favorite project. The video features high-energy scenes that shift from Offset watching a movie in a theater to crashing cars in the street, performing on stage (a tribute to Michael Jackson), dreaming in bed, and even transforming into a werewolf.

Offset had a clear vision for the video, and despite some people telling him he was going overboard, he trusted both his instincts and his team. Offset invested in the cameras and choreography, with the support of Michael Jackson's family. In fact, much of SET IT OFF was inspired by Jackson, and thanks to Offset's connection with the family, he even wore one of Jackson's original jackets in the video.

By the time Offset was recording "FAN," he realized the project was deeply personal. If people liked it, great; if not, that was okay, too. He created "FAN" with the mindset that it was something he made purely for himself.

He shared that he doesn't like being boxed into one category and that it's important for creatives to explore different subjects and avenues in the industry. This mentality led to SheShe's transition from being Offset's personal shopper to his creative director, manager, and much more.

Be Passionate And Persistent

Offset┃Derek White/Getty Images

The panelists also offered some words of encouragement to the audience of aspiring music industry professionals and creatives:

"You just have to be creative. Money doesn't determine how far you go," Offset said. "All of us up here started with zero... Believe in your heart... and find people to help you complete your puzzle because you can't do everything alone. Also, never give up because it takes time to be great."

Southside encouraged the audience to keep moving. "You should never stop. Dream big and go for it."

Offset concluded the panel humbly, thanking his panelists and partners.: "A lot of hard work goes into creating an album from the lyrics to the visuals to picking the beats to the fashion," he said. After thanking GRAMMY U, the Recording Academy and the BMC for "giving me a platform to put on for Atlanta," Offset noted that "the kids here are the future and I wanna inspire the next generation."

Learn More About GRAMMY U

GRAMMY U is headed to Nashville for its second annual Fall Summit. The two-day Summit will feature a dynamic lineup of performers and speakers, including a keynote from GRAMMY-nominated artists Charli XCX and Troye Sivan.

A cornerstone of the GRAMMY U program, Summit attendees will participate in a curated networking session followed by a live showcase featuring performances from a GRAMMY U member and a surprise closing artist. The feature program, held on day two of the Summit, will dive into the ins and outs of marketing an album, with a conversation between Charli XCX and Troye Sivan about their influence on pop culture.

Kicking off the Summit on Monday, Sept. 30, the GRAMMY U Showcase will feature Nashville-based artist Soccer Mommy as the headliner, with supporting sets from GRAMMY U member performers Keearah and Mille Manny from Tennessee State University. After the show concludes, attendees will have the opportunity to network with industry professionals from the Recording Academy, Amazon Music, Mastercard, and elsewhere.

On Tuesday, Oct. 1, the GRAMMY U Fall Summit will feature two exciting livestreamed panels. The first panel, titled #Trendsetters, will highlight industry professionals in discussion about innovative album marketing strategies. The closing keynote conversation will be moderated by Leland, a songwriter and frequent collaborator of Charli XCX and Troye Sivan.

While the showcase is only open to GRAMMY U members and will not be available digitally, the panels will be streamed on YouTube and Twitchon Oct. 1 at 6 p.m. CT. Read on for more details on what to expect from the GRAMMY U Fall Summit — whether you're attending in person or online.

Learn Pop Star Essentials From Charli XCX andamp; Troye Sivan

Troye Sivan has been keeping busy. With the release of his third studio album, Something To Give Each Other, in October 2023, the singer firmly established himself as an icon in the worlds of pop music, fashion, and LGBTQIA+ representation. He recently completed the European leg of his Something To Give Each Other Tour, and kicked off hisSWEAT Tour on Sept. 14 with close friend and collaborator, Charli XCX.

Learn more: Meet The First-Time GRAMMY Nominee: Troye Sivan On "Rush," The Importance Of Dance-Pop andamp; The Spirituality Of Partying

Troye Sivan, 2024 GRAMMY nominee for Best Pop Dance Recording and Best Music Video, Sivan has amassed over 26 billion streams and sold 10 million adjusted albums globally. His hit single "Rush," earned global accolades and praise, including GRAMMY nominations Best Pop Dance Recording and Best Music Video. The "One of Your Girls" music video features Troye transforming into his feminine energy and strutting some sassy choreography, which GRAMMY U Reps emulate below:

Avant-pop and electronic superstar Charli XCX released her sixth studio album BRAT in June to much acclaim. The two-time GRAMMY nominee shattered norms and took risks on BRAT, sharing new lyrical themes and stylistic influences. The album also made its mark on the cultural zeitgeist as "brat summer" flooded social media feeds.

Read more: Charli XCX's Road To 'Brat': How Her New Album Celebrates Unabashed Confidence andamp; Eccentricity

A dance to Charli's song "Apple" has gone viral on TikTok and though it may just seem catchy, the lyrics are embedded with a deeper meaning related to generational trauma. Check out the GRAMMY U Representatives dancing along below:

In partnership with the Recording Academy’s Songwriters and Composer's Wing, the keynote panel will feature Charli XCX and Troye Sivan discussing their co-headlining SWEAT tour and how they became pop culture phenomena as trendsetters, or as Charli puts it,"[I’m] your favorite reference."

Charli and Sivan will be in conversation during a keynote panel moderated by GRAMMY U alumni Leland, a Golden Globe-nominated songwriter, executive producer, and DJ. Leland is Troye Sivan’s main collaborative partner, having co-written all previous albums with Troye (including nine out of 10 songs on Something to Give Each Other). Notably, Leland co-wrote the two-time GRAMMY-nominated lead single, "Rush."

At the keynote, GRAMMY U members will discover Charli XCX and Troye Sivan's approach to songwriting, blending genres, and pushing boundaries as a means for reshaping pop culture.

Learn To Create Impactful Music Marketing Campaigns

Have you ever wondered what makes a music release successful? On Oct. 1, #Trendsetters will feature a host of esteemed industry professionals who will offer insight into crafting a unique, memorable campaign. Bri Small, Director of Digital Content Strategy andamp; Partnerships at Warner Music Nashville, Fred Rubenstein, VP of Digital Marketing at Sony Music Nashville, and Erica Buchi, VP Marketing Partners at mtheory LLC will be in conversation, discussing how innovative album marketing strategies can garner audiences and reshape pop culture.

Moderated by Nathan Pyle, Director of Operations at Songfluencer, in this panel session, attendees will learn how to captivate attention through the public relations and digital marketing strategies behind trendsetting albums. Panelists will share how artists, producers and marketers can not only stand out, but position themselves as leaders in the music industry.

Don’t miss your chance to be part of this unforgettable event. Reserve your spot at the 2024 GRAMMY U Fall Summit taking place in Nashville, TN on Monday, September 30, and Tuesday, October 1. Space is limited and RSVPs will be confirmed on a first-come, first-served basis, so RSVP now. A special thank you to our presenting sponsor, Mastercard, and participating sponsor, Amazon Music, for supporting the development of emerging music industry professionals.

RSVP: Space is limited and RSVPs will be confirmed on a first-come, first-served basis. RSVPs do not guarantee admission, and confirmations will be emailed within 5 days of RSVP. RSVP is required to attend in-person in Nashville, TN. You must be in Nashville for the event and travel will not be provided.

Learn More About GRAMMY U