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Imagine Dragons performs first-ever live advertisement at Grammy Awards

Live broadcast has been used for TV shows, news programmes and cricket matches. But stretching the boundaries of technology, this year's Grammy awards saw the first-ever live advertisement being aired.

 Imagine Dragons performs first-ever live advertisement at Grammy Awards

The stage where the ad was shot. Courtesy: YouTube

The rock band Imagine Dragons gave a live four-minute performance of 'Shots' in Las Vegas, according to Mashable. This performance included a 36-degree screen, LED jewelry on the fans, helicopter footage and nothing less than 22 cameras.

"We’re trying to push the boundaries of what you can do with technology," Mashable quoted Imagine Dragons front man Dan Reynolds as saying.

This year, Sam Smith was the king of the Grammys, taking home three of the top four awards, including song and record of the year for Stay With Me, and best new artist, while Beck won album of the year.

Smith, along with Beyonce, Pharrell and Ed Sheeran, lost album of the year to Beck's Morning Phase which also won best rock album.

Pharrell and Rosanne Cash walked away with three awards each. Pharrell won best pop solo performance for a live version of Happy, released in 2013. He also won best music video for the song and best urban contemporary album for G I R L, beating Beyonce.

Katy Perry, in all white, sang the ballad By the Grace of God after a woman who had been abused talked about getting help and moving on with her life. A video of President Barack Obama appeared before she spoke, and he encouraged artists to help out. "It's on us, all of us, to create a culture where violence isn't tolerated," he said.

(With inputs from AP)

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Updated Date: Feb 09, 2015 16:06:00 IST