Ira Gershwin Drama for "Of Thee I Sing". In 1988 UCLA established The George and Ira Gershwin Lifetime Musical Achievement Award in recognition of the brothers' contribution to music, and for their gift to UCLA of the fight song "Strike Up the Band for UCLA". Recipients include Angela Lansbury (1988), Ray Charles (1991), Mel Tormé (1994), Bernadette Peters (1995), Frank Sinatra (2000), Stevie Wonder (2002), k.d. lang (2003), James Taylor (2004), Babyface (2005), Burt Bacharach (2006), Quincy Jones (2007), Lionel Richie (2008) and Julie Andrews (2009). Ira Gershwin was a joyous listener to the sounds of the modern world. "He had a
Ira Goldstein banker who reminds him of his (by now) huge bagel business. Goldstein immediately returns to New Zealand to re-assume management of his bagel empire and once again take possession of his palatial Auckland home. Soon, however, his former boss arrives on his doorstep, destitute after being fired (possibly due to economic recession, although this is not clarified). Ira tells him to go to New York and find out what makes their bagels different, thereby turning the first commercial in the series on its head (Ira was originally ordered by his boss to go to "New Zealand" to find out what