Awards season is in full swing, and the Grammys are up next. To prepare for music’s big night, we dug into the social conversation to understand what audiences are most anticipating, what other award shows can learn from the Grammys and how a big win can impact a star’s future.
Oscars, take note: a cadence of announcements helps keep conversation alive.
The graph on the left shows social conversation about the Golden Globes in the three weeks leading up to the show. The graph on the right shows conversation about the Grammys over the past three weeks. See the difference?
Through a constant stream of announcements about new performances, the Grammys team has been able to not only generate a higher volume of conversation, but also more consistent buzz. These announcements have kept fans engaged in the period between nominations and the show. While neither the Oscars nor the Golden Globes is as focused on musical performances, both shows can learn a thing or two from the Grammys’ success, perhaps by spacing out presenter announcements (the Globes waited until the week of the show to do this) or even – if they really wanted to shake things up – gradually revealing the nominees on Twitter instead of announcing them all at once.
And the most anticipated performance award goes to…
No question about it: the Beliebers are out in full force. The most popular tweet about the Grammys in the past three weeks was the one announcing Justin Bieber’s performance with dance duo Skrillex and Diplo. As you can see in the topic breakdown wheel below, almost half of the conversation about the Grammys has focused on Bieber, with Lady Gaga also garnering a lot of buzz. Insights like these can help show producers decide the timing of performances. If you know that a particular performance will be a big draw, it may make sense to time it at a point in the show when viewership typically drops off.
What’s the impact of winning a Grammy?
There are many factors that influence an artist’s popularity, but a Grammy win can be big, especially for new artists who are just starting to gain traction. Take Sam Smith’s Best New Artist win last year. In the two months before the nomination, Smith had 36 percent of the share of voice compared to the other new artist nominees and around 802,000 mentions. After the nominations and before the Grammys, he had 48 percent share of voice. In the two months following the Grammys, not including the night of the show, he jumped to 57 percent and 1.57 million mentions. With Smith’s popularity growing after his Grammy nomination and win, we’ll be paying close attention to who wins Best New Artist this year. Of all this year’s nominees, the most talked-about in Grammys conversation is Meghan Trainor, so we’ll see soon if Twitter got that one right.
Check back on our blog for our Grammys recap on Tuesday morning, and be sure to follow us on Twitter for more insights about the Grammys, Oscars and more.
For deeper insights into the recent social discussions in the Entertainment & Media industry, download our trend report here.