Music executive Steve Stoute has heavily criticized the Grammy Awards and he has done so very publically by taking out a full page advert in the New York Times to vent his rage at the awards which he claims have “lost touch with pop”.

The failure of Justin Bieber to pick up an award and low award count for Eminem pointed to Grammy voters who had “lost touch with contemporary popular culture,” said Stoute.

He continued to add that the show had become “a series of hypocrisies and contradictions” with acts only asked to perform in a bid to boost lagging television ratings.

Steve Stoute is renowned in the music industry and is most famous or managing the hip hop artist Nas while being the executive of the “Translation” marketing company known as one of the most influential entities at marketing the entertainment and pop industry.

The letter published in the New York Times also called to question why the album “Graduation” by Kanye West had lost out three years ago to a Herbie Hancock offering.

“We must acknowledge the massive cultural impact of Eminem and Kanye West and how their music is shaping, influencing and defining the voice of a generation,” he said.

Meanwhile he lamented on Justin Bieber loosing out in the Best New Artist category: “How is it that Justin Bieber, am artist that defines what it means to be a modern artist, did not win best new artist? His cultural impact and success are even more quantifiable if you factor in his YouTube and Vevo viewership.”

He added: “Interesting that the Grammys understands cultural relevance when it comes to using Eminem's, Kanye West's or Justin Bieber's name in the billing to ensure viewership and to deliver the all-too-important ratings for its advertisers.”