By Melonie Magruder
Lookout Staff

November 10, 2011 -- Stroll down Santa Monica's Third Street Promenade of an evening and you might stumble on the next “Artist to Watch in 2012.”

Eighteen months ago, that would have been Andy Grammer, the new pop sensation whose first single “Keep Your Head Up” charted in the top five on Billboard earlier this year and whose star continues to rise – he was labeled “Artist to Watch” by Billboard in January of this year.

Grammer will return to the scene of his unlikely triumph to headline the concert for Santa Monica’s Holiday Winterlit celebration November 26 on the Promenade.

Grammer, currently on tour with pop songstress Colbie Caillat, is fully aware of the Lana Turner-esque turn of his “overnight discovery.” He had been busking on the Promenade (usually in front of McDonald’s – his favorite piece of turf) for three years before catching the ear of producers like Matt Wallace (Faith No More, Maroon5) and Barrett Yeretsian (Christina Perri).

Lickety-split, Grammer was pulled from playing for pennies to opening for the likes of Josh Kelley and Natasha Bedingfield.

“I graduated from California State University at Northridge (a music business major) and started to sing, well, for free,” Grammer told The Lookout in a phone interview from the road.

“There was really no plan. You gotta create it. You can’t know what will happen. You just need to be in a better place with your music tomorrow than you are today.”

Hearing from friends that there was “money to be made” in L.A., Grammer set up shop on the Promenade, where he says he gradually learned the skills and instincts required to build a crowd and “how to get better on his instrument.” Grammer plays piano and guitar.

“Playing on the Promenade is a loud situation,” Grammer continued, chuckling at the memory. “You got a break dancer on one side and a little girl singing Janet Jackson songs on the other? You better not be offering sleepy music.”

Though Grammer would perform crowd-pleasing covers, he was given plenty of opportunity to develop original material. He wrote “Keep Your Head Up” (the music video includes a funny cameo by Rainn Wilson of television’s “The Office” and wry visual commentary on the value of artists) after a long and discouraging afternoon on the street.

His new single “Biggest Man in L.A.” is a direct tribute to his street-singing background.
Surprisingly, there is s distinct lack of cynicism in Grammer’s work, with lyrics like, “I’m right where I belong/No where else I wanna be.” It isn’t cockeyed optimism.

Grammer believes that going for the truth in his songs will bring out the stuff that is the most compelling.

“You try and make sure people like what they hear,” he said. “You have to respect your audience. They can go elsewhere.”

Street performers along Third Street are part of the city’s municipal code and pay an annual license to the city for the privilege of performing here.

Ashley Walkley, senior marketing and communications manager for Downtown Santa Monica, Inc. said they are thrilled to welcome Grammer back to headline the Winterlit concert.

“There have been a number of talented artists and performers who get their start on Third Street Promenade,” Walkley said. “We really feel like it has served as platform to showcase the unique talents of individuals in greater LA and our community.

"Andy's success story, with his single "Keep Your Head Up" going gold last week, just re-iterates that message,” Walkley said.

Opening for Grammer will be another West Coast singer/songwriter, Savannah Outen, who has become known through alternative media – her Radio Disney videos have scored more than 75 million views on YouTube.

Meanwhile, Grammer is planning a headlining tour of 40 cities in the new year. He is writing a lot, saying he hasn’t formulated a full plan yet, but he wants to go back to how he “got started” – writing the music from his heart.

As to any advice for other young musicians currently plying their trade on the Promenade, he says it goes back to basics.

“The reason you want to be a musician is because you think you have good taste in music, right?” Grammer said. “So create what is good. Not what will sell. What is good.”

The free Winterlit Holiday Celebration and Concert takes place Saturday, November 26 at 6:00 p.m. on the Third Street Promenade at Wilshire Blvd.