LOS ANGELES, Feb. 12, 2016 /PRNewswire/ -- Kendrick Lamar, whose 11 Grammy nominations, including Album of the Year, will be a centerpiece of Monday night's Grammy Awards, will receive the key to the city in his hometown of Compton Calif. on Saturday morning, Feb. 13, and fans can watch it free via mobile livestream compliments of Privi.
Privi is a global mobile communications technology company that enables celebrities, brands and non-profits to communicate directly with their audiences. In partnership with video and virtual reality production house Prost Global, Privi will livestream the special ceremony featuring Compton Mayor Aja Brown presenting the city's highest honor to Lamar beginning at 9 a.m. PT.
By texting the four-letter code STEM to 48421, fans can receive the live video feed free and have the option to pledge a donation to the M.I.T. (minorities in technology) STEM program sponsored by the Los Angeles-based MADMAC Foundation supported by Lamar.
Founded by Kevin Kim, MADMAC is a non-profit grassroots organization that provides resources, services, jobs, education, entrepreneurship and affordable housing for at-risk youth and those facing unemployment, homelessness, incarceration and addiction. The M.I.T. STEM program teaches skills in computer arts and sciences, entertainment production and design, print production and marketing.
"We are extremely proud to be partnering with Kendrick Lamar as he is honored by his hometown of Compton," said Amanda Manares, Senior Director, Sales & Marketing for Privi Global Services. "Being able to provide fans with exclusive access to this event and the opportunity to make a donation to an important cause shows how powerful this type of mobile platform can be."
As a teenager, Lamar attended Centennial High School in Compton where he was a straight-A student. He is well known for paying homage to his hometown in his music. At Monday night's Grammy Awards, Lamar looks to become only the second hip-hop artist (since Outkast in 2004) to win Album of the Year. The album, To Pimp a Butterfly, debuted in 2015 at the top of the U.S. and U.K. rap charts. He won Grammys in 2015 for Best Rap Performance and Best Rap Song. Lamar was previously nominated in the Album of the Year category for 2014's Good Kid, M.A.A.D City.
Privi is an international, mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms. As an innovator in two-way SMS/MMS marketing, our mission is to empower brands and public figures with interactive access to their audiences, reaching targeted affinity groups in a personal way. Privi delivers world-class content such as video, ticketing, polling, products sales, contests and giveaways to an audience of six billion in more than 140 countries. For more information visit www.goprivi.com
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