ATLANTA—October 22, 2009—Alchemy3 has signed an exclusive deal with The Recording Academy® to create GRAMMY® Awards themed lottery games.  In addition to cash, consumers can win special collections of GRAMMY music and “money can’t buy” trips to Los Angeles to attend the 52nd Annual GRAMMY Awards on Jan. 31, 2010.  “The GRAMMY team has worked hard to provide lotteries with a solid selection of merchandise and experiential prizes.  They are very committed to doing what it takes to create successful games for Alchemy3’s lottery clients.  We definitely feel that this brand is yet another smart match for the lottery category” said David Schorr, Alchemy3’s CEO and one of the company’s three founders.

Evan Greene, Chief Marketing Officer for The Recording Academy, explains,   “We're  pleased to work closely with Alchemy3’s marketing team to create programs for their clients that provide truly custom-winning experiences, and to help make games even more state/province specific..”   Experiential trips include first class airfare/accommodations, VIP seating at The GRAMMY Awards ceremony, a walk down the red carpet, a GRAMMY Style Studio appointment (same styling suite that wardrobes GRAMMY  nominees), exclusive access to GRAMMY rehearsals, the official GRAMMY Celebration after party and more. “We look forward to beginning this partnership with a brand as committed to music  as Alchemy3,said Greene.

Alchemy3’s marketing team has put together complete and integrated marketing programs to help lotteries bring the GRAMMY programs to life.  “Lotteries will be able to do tremendously creative things with this brand.  Our whole team looks forward to discussing all the options with our clients” said Schorr.

About The Recording Academy:
Established in 1957, The Recording Academy is an organization of musicians, producers, engineers and recording professionals that is dedicated to improving the cultural condition and quality of life for music and its makers. Internationally known for the GRAMMY Awards — the preeminent peer-recognized award for musical excellence and the most credible brand in music — The Recording Academy is responsible for groundbreaking professional development, cultural enrichment, advocacy, education and human services programs. The Academy continues to focus on its mission of recognizing musical excellence, advocating for the well-being of music makers and ensuring music remains an indelible part of our culture. For more information about The Academy, please visit www.grammy.com. For breaking news and exclusive content, join the organization's social networks as a Twitter follower at www.twitter.com/thegrammys, a Facebook fan at www.facebook.com/thegrammys, and a YouTube channel subscriber at www.youtube.com/thegrammys.