Macklemore and Ryan Lewis Perform "Can't Hold Us" on NYC Bus

The 56th GRAMMY Awards are approaching, so it is rather natural to come across out-of-the-norm musical activities. Case in point, Macklemore and Ryan Lewis have surprised the passengers of a NYC bus with a impromptu performance of their hit single “Can’t Hold Us.” This happened as part of the GRAMMY’s Music Unleashes Us multiplatform ad campaign, which aims to capture people’s natural, visceral and sometimes uncontrollable reactions to music. Boarding a northbound Bronx bus and paying their fare, Lewis takes over the initiative as Macklemore band walks down the bus aisle, tossing paper towels while rapping their hit “Can’t Hold Us.” With the ceremony date drawing closer, more backwards videos can be expected from the campaign, which will also release the first-ever “backmasked” rich media film — a technique similar to when ’70s artists backmasked their albums.