​In the lead up to the 59th Annual Grammy Awards on CBS on Sunday night, Mastercard has unveiled its experiential marketing campaign, #ThanktheFans, reports The Drum.

To celebrate the event, MasterCard is turning Gibson Brands on Sunset (formerly Tower Records) into the #ThanktheFans House from Thursday, Feb. 9, through Sunday, Feb. 12. The event is designed to promote Mastercard’s digital wallet, Masterpass.

Courtesy of Mastercard, the house is offering intimate concerts (schedule below) that fans can attend while shopping for records on vinyl for just $10 each. From noon to 5 p.m. each day, visitors can spin discs, check out and play an array of Gibson guitars, record themselves or hang out in a listening station curated by online record store Vinyl Me, Please. Visitors who make purchases also have a chance to get a “Priceless Surprise,” part of the MasterCard rewards program.

All proceeds from the vinyl record sales will go to MusiCares, which is supported by the Grammys and the Recording Academy and provides assistance for people in the music business in times of need.

On Grammy night, fans tuned into the live broadcast on CBS can unlock special offers for just $1 via Masterpass.

Below is the performance schedule at Mastercard’s #ThanktheFans House on the Sunset Strip:

Thursday, February 9

KCRW’s Music Director and cultural influencer Jason Bentley presents Dance Active: Music as a Uniting Force at the Masterpass #ThankTheFans House with special guests

Friday, February 10

Best New Artist Grammy nominee Anderson .Paak & The Free Nationals perform, presented by Billboard and Mastercard.

Saturday, February 11

The Fader and Mastercard present a must-see line-up. Additional details can be found at Priceless LA.

Sunday, February 12

Masterpass unlocks special offers for just $1 for all users, including movie tickets or a trip to next year’s Grammy awards

READ MORE: The Drum

[Cube image courtesy of Getty Images/JC Olivera via The Drum]

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