Award Season Event Headliner & Music Curator
Travis Kelce
Elite Professional Athlete National Football League
Oak Felder
Grammy-winning, multi-platinum music producer, music supervisor, speaker, educator, & futurist
Milk & Honey is a leading 21st century hybrid entertainment company headquartered in Los Angeles, with offices in Dallas, New York City, Nashville, and London. The company is the largest songwriter and producer management company in the world.
Founder Lucas Keller, a Billboard "40 Under 40", "Power 100", & "Sports & Music Power Player" honoree, has positioned Milk & Honey as a trusted brand at the intersection of music, sports, and venture building, representing over 70 hit makers that are behind many of today's top hits, a collection of global touring DJs, and 80+ NFL and athletes.
Alex Warren "Ordinary"
KPop Demon Hunters
Justin Bieber "SWAG II"
Justin Bieber "SWAG"
Doja Cat "Vie"
Charli xcx "BRAT"
Ed Sheeran "Play"
SZA & Kendrick Lamar "30 for 30"
Post Malone & Morgan Wallen
"I Had Some Help"
Dua Lipa "Levitating"
Luis Fonsi & Justin Bieber"Despacito"
BTS "Butter"
Travis Kelce
Tight End, Kansas City Chiefs
Courtland Sutton
Wide Receiver, Denver Broncos
Paris Johnson Jr.
Offensive Tackle, Arizona Cardinals
Kamren Curl
Safety, Los Angeles Rams
Benny Benassi
Legendary Italian DJ/Producer
Oliver Heldens/HI-LO
Legendary Dutch DJ/Producer
WUKI
American DJ/Producer
Ian Asher
American DJ/Producer
(password: hitsongs1985)
With tremendous goodwill and great respect in the global entertainment community, Milk & Honey has become trusted household name in sports and entertainment over the last decade.
We are pleased to offer Lexus the opportunity to power Award Season as our presenting sponsor and exclusive automotive partner, a perfect gateway into ongoing partnerships with Milk & Honey and our roster of elite professional musicians and athletes.
2026 marks the 10th edition of our highly-anticipated Award Season pre-GRAMMY event.
On January 29, 2026, 4,000+ industry leaders will converge for an unforgettable experience of connection, celebration, and collaboration at the world famous Petersen Automotive Museum in Los Angeles.
Milk & Honey partners with leading companies across music, entertainment, technology, law, and banking, consistently drawing a high-caliber audience, ensuring unparalleled networking, branding opportunities, great vibes, and music, of course.
Event Invite Mock Up
VENUE THE PETERSEN: PERFECT ALIGNMENT
THE WORLD'S MOST PRESTIGIOUS AUTOMOTIVE MUSEUM World's Largest Collection World's largest collection of rare automobiles Perfect Synergy Perfect synergy with Lexus' automotive excellence Premium Capacity Rooftop venue accommodates 4,000+ guests Prestigious Location Academy Awards and major after-party location
- Elevating Lexus on a national and local dealership level.
- Connecting directly with A-list celebrities, industry leaders, and creators in a way money can't typically buy
- Laying the foundation for year-round partnerships across music, sports, and entertainment.
- Generating hundreds of millions of impressions through social media, press coverage, influencer content, and event photography, amplifying Lexus’ association with innovation, culture, and excellence.
ANTICIPATED IMPRESSIONS & TOTAL CONTENT VIEWS ARE EXPECTED TO EXCEED 100 MILLION THROUGH IRL, MIXED MEDIA MARKETING, BRANDED CONTENT, PUBLIC RELATIONS, ON-SITE ACTIVATIONS, SOCIAL AMPLIFICATION, AND MORE.
- Full-scale public relations campaign targeted at staple music, sports, entertainment, and business trades and new-media outlets highlighting Lexus' industry, creator, and event support.
- Digital, print, and out-of-home advertising highlighting the partnership in high-traffic locations and relevant, targeted print and digital and social platforms
- Advertorial coverage in partnership with select media outlets with in-depth overview of Lexus' sponsorship of Award Season and ongoing support in music, support, and entertainment.
*Key Dates
Rolling Stone & Billboard Magazine GRAMMY Editions
- Print Ad Deadline - Nov 24th
- Digital Drop - Dec 12th
- Print in Hands - Dec 15th
- A variety of static, digital, mural, and wheat-paste options across entertainment and celebrity high-traffic areas in West Hollywood, including Sunset Blvd, Melrose, and Fairfax Districts.
Pricing and impressions vary based on location, medium, size, and campaign duration. Specific details available upon request.
HIGH VISIBILITY BILLBOARD OPTIONS - WEST HOLLYWOOD
HIGH VISIBILITY BILLBOARD OPTIONS - WEST HOLLYWOOD
- On-site premium branded lounge with product specialists and vehicle showcasing.
- Arrival visibility via branded step and repeat.
- High-impact screen visuals throughout the venue.
- Integration into visuals of headline DJ Ian Asher's set.
- Ian Asher on-stage DJing in stylish Lexus branded NASCAR/Letterman's jacket.
- Consumer contest offering fans chances to win a brand new vehicle through sign-ups at Southern California dealerships.
- Links national awareness, local dealerships, industry buzz to meaningful lead generation and dealer foot traffic.
- Live vehicle giveaway amplified across social media and press for maximum impact and excitement.
- Executive networking with Lucas Keller and Milk & Honey's elite client roster at an intimate private dinner for Lexus executives.
- Directly engage with A-list songwriter, producer, and DJ clients, athletes, and industry leaders, fostering invaluable connections and discussions around ongoing, future partnerships including:
- Music scoring opportunities for advertising and custom marketing campaigns.
- Official endorsements, partnerships, and ongoing brand collaborations.
- Future tour sponsorship and VIP event opportunities.
Lexus' Award Season support lays the foundation for ongoing high-impact collaborations across music, sports, entertainment, and technology.
Ongoing celebrity endorsement discussions.
Custom scores for Lexus advertising campaigns & content.
Organic viral content and music video product placement opportuniities
Ongoing support of Milk & Honey client tours.
Sports marketing partnerships through NFL client roster.
First right as presenting sponsor at marquee Milk & Honey Events including Award Season, NFL Client Retreats, & more.
Full event overview and sponsorship packages included as an Appendix below.
We are also pleased to offer Lexus the exclusive Title Sponsorship of our 2026 Milk & Honey Sports Retreat in Miami Beach, Florida in May 2026.
The 3-day, invite-only, ultra exclusive event for Milk & Honey NFL and NCAA athlete clients and special guests includes intimate networking and brand exposure opportunities via a Charity Golf Tournament, Welcome Dinner, Game Night, Pool Party, Yacht Excursion, Concert and more.
Founder & President
Industry Relations & Head of Label
Event Coordinator & Artist Manager
Head of Artist Management & Sports
Head of Sports
Brand Marketing, West Coast
Brand Marketing, East Coast
Sports Brand & Events Coordinator
STRICTLY CONFIDENTIAL | CREATED & INTENDED FOR LEXUS ONLY
A private network of the athletes, agents, creators, and innovators who move culture.
The weekend begins with an intimate, open-air welcome dinner, bringing together athletes, executives, and creators for a night of genuine connection and inspiring storytelling.
Highlights
- Seaside candlelit dinner with a curated menu
- Brand welcome toast and featured remarks
- Thoughtful gift placement at each seat
- Acoustic performance and soft networking atmosphere
After dinner, the energy shifts to friendly competition and laughter. This casual, VIP-only game night allows athletes, agents, and partners to unwind and connect in a relaxed setting.
Highlights
- Lounge-style setting with bespoke cocktails and signature snacks
- Lighthearted games and engaging friendly rivalries
- Exclusive photo opportunities and candid social media moments
Saturday morning kicks off with the Milk & Honey Charity Golf Classic, pairing brand partners with NFL stars, cultural tastemakers, you and your executive team on the greens for an unforgettable experience.
Highlights:
- Presented by YOUR BRAND tournament signage
- Co-branded golf apparel, carts, and giveaways
- Player-exec meetups and networking holes
- Charity check presentation and media coverage
As the sun peaks, the vibe turns tropical at our private pool party, a high-end, music-driven celebration curated by Milk & Honey’s top DJs and celebrity guests.
Highlights:
- Powered by YOUR BRAND poolside experience
- Branded cabanas, signature cocktails, and photo stations
- Content creator appearances and live DJ sets
- Social content moments under the Miami sun
The crown jewel of the weekend, a private yacht party and live concert featuring a world-class DJs and surprise guest performance. This exclusive event is where connections solidify and memories are made, all under the Miami stars.
Highlights:
- Presented by YOUR BRAND yacht branding and lounge
- Live sunset performance and onboard afterparty
- Branded cocktails, LED lighting, and film crew
- Exclusive recap video and content capture
Sunday morning welcomes a calm reset, a wellness-inspired breakfast and lounge experience where guests reconnect before departure. It's a chance to share final thoughts and solidify new connections made throughout the weekend.
Highlights:
- Hosted by YOUR BRAND breakfast buffet
- Branded coffee sleeves, napkins, and menus
- Smoothie bar and hangover recovery kits
- Final group photo moment to capture memories
- Thank-you messaging from sponsors and Milk & Honey
- Personalized departure gifts and photo wall
Superstar DJ Ian Asher