It was a night unlike any other in the storied history of the Grammy Awards. Everyone in attendance and everyone watching at home felt the overwhelming resonance and excitement of the event's 50th anniversary. Sennheiser itself having recently celebrated 50 years - along with its high-performance wired equipment, have played an influential role in the history of the music industry, and Sennheiser wanted to thank the industry's luminaries.

Through a special arrangement with premier entertainment marketing firm Distinctive Assets, Sennheiser provided high-quality wheeled backpacks featuring the Sennheiser logo that were loaded to capacity with a trove of gifts from other participating companies like Gucci and Apple. In addition, each bag contained a Sennheiser Communications VMX 100 T Bluetooth Mobile Headset. In the jittery, but spirited days of rehearsal leading up to the big night, Distinctive Assests personally delivered the bags to the stars
who performed or presented, including Beyoncé, Rihanna, Mary J. Blige, Chris Brown, Ludacris and, in all, over 150 of the music industry's most talented celebrities. It was Sennheiser's first time to participate in the "talent gift room" which is an event that is widely covered in consumer media.

"This was a fantastic opportunity to spread the Sennheiser name and product to the world's most influential trend-setters," said Lindsay Kelterer, Distinctive Assets' vice-president of corporate communications. "The bags contained everything from beauty products to clothing to electronics. They were a veritable cornucopia of goods, and the stars loved them!"

The Sennheiser Communications VMX 100 T Bluetooth Mobile Headset included in every bag represents the very latest in comfort and performance, combining reliable wireless technology with leading sound perception technology.

"Sennheiser equipment has been used in the studios that recorded the hits of the last 50 years and has gone on tour with the most exciting acts of our era," said Kristy Jo Winkler, Sennheiser relations manager, Americas and Canada. "We were happy to thank many of the professionals who made Sennheiser their first choice with this high-quality bag, and to introduce them to one of the products from Sennheiser Communications, which meet the same rigorous standards of quality that they have come to expect in Sennheiser's pro audio equipment."