On Friday night, January 30, Grammy Weekend doesn’t wait for the awards to roll around. It starts early—inside the Hollywood Palladium—where UnitedMasters returns with its third annual Celebration of Independent Music, a free, ticketed event that has become a reliable pulse check on where culture is heading next.
Doors open at 9 p.m., and the spotlight belongs to BigXthaPlug, one of the most talked-about independent voices in hip-hop right now, with additional special guests set to be announced. The show lands squarely in the middle of music’s most concentrated weekend, drawing artists, executives, and fans into the same room—no hierarchy, just volume and momentum.
Founded by Steve Stoute, UnitedMasters has built its reputation around artist ownership and scale, and this party functions as a live version of that mission statement. Past editions have pulled in everyone from Jay-Z and Beyoncé to Nas, Future, Wiz Khalifa, and Grandmaster Flash. The throughline isn’t nostalgia—it’s relevance.
This year’s event leans into experience as much as performance. Visa cardholders can access expedited entry and the Visa Fan Lounge, along with access to the event’s VIP section for recognized super fans. McDonald’s is debuting samples of its new Hot Honey sauce—officially dropping January 27—paired with McCrispy Strips on entry. Behind the bars, Hennessy anchors the night with cocktails like the Henny Rita and Hennessy & Ginger, plus a tasting experience pairing Hennessy X.O with artisanal chocolate.
The setting matters. The Hollywood Palladium has long been a proving ground for artists on the rise, and on Grammy Weekend it becomes neutral territory—where independent music gets the same attention, crowd energy, and production weight as any industry showcase.
The event is free but ticketed, with access managed through DICE. Expect a full room, a late night, and a reminder that independent music isn’t circling the mainstream—it’s already inside it.
Get Tickets Now
Location:Â Hollywood Palladium
Address:Â 6215 Sunset Blvd, Los Angeles
Date:Â Friday, January 30, 2026
Time:Â 9:00 PM
Tickets:Â Free, ticketed (DICE waitlist)
Photo credits: Photos courtesy of UnitedMasters, Richard Ciraulo, and Chase Fade
