Image Credit: Todd Williamson/WireImage.comGrammy weekend got the party started with neon flash Thursday in Hollywood, at the first ever DipDive Data Awards, honoring electronic music. A caravan of young hipsters came to see Will.I.Am and the Black Eyed Peas perform with five-time Grammy nominee DJ David Guetta. Celeb partiers included P. Diddy, Malin Akerman, John Legend, Chad Michael Murray, and 90210’s Jessica Lowndes.
With performances by Diplo and Kelly Rowland, the event benefited the Will’s i.am Scholarship, which goes to college tuition for computer technology, film, TV, journalism, and new-media students. Music awards went to Guetta, Major Lazer, and Swedish House Mafia.
“Dance culture is significant because with the falling of the record industry, the only industry that is surviving and healthy is dance culture,” Will.I.Am told EW on the red carpet. “A DJ can make $1 million to $6 million a year and put nothing out on the radio? You tell me what pop artist does that.”
As for her part, the lovely Aubrey O’Day – just starting to record new “electro-dance” music, she says – wanted to make the scene on Grammy weekend.
“The beat – it keeps you entranced, it makes you want to move your body,” O’Day told EW, explaining her love of electronic music. “It makes you want to jump around and forget about all the problems you have.”
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