First figure out whether the noise is coming from the jar or the base. Unplug it, take the jar off, and spin the blade hub by hand. It should turn freely and evenly with no scraping or crunching. If it feels sandy or wobbles, the blade bearing is going out and the jar assembly needs to be replaced under warranty.
If the blade feels smooth,, recheck the parts that clamp together. Flatten the rubber gasket so it is not twisted, make sure the threaded ring on the bottom of the jar is snug, and seat the jar on the base until you feel it drop onto the drive. A partially seated jar makes a nasty grind.
Look at the little drive on the base. If the teeth are chewed up or there is black rubber dust, the coupler is slipping. That can happen if the jar was slightly off or the load was too hard. Replace that part under warranty rather than running it until it strips.
Try a test with water only. Start on the lowest speed for a second, then step up. If it is quiet with water but not with ice or thick blends, reduce the starting load by adding more liquid, cutting solids smaller, or pulsing to break air pockets. Cavitation can sound like grinding.
If the base makes the noise even with no jar,, stop using it and contact support. Something inside is rubbing. Scary noise.
I had one do this and reseating the jar plus a fresh gasket fixed it for good.
