Over the past few years, we have seen the music industry and social media platforms become more interconnected than ever. The Recording Academy’s annual GRAMMY Awards are no exception, with the event reaching record-breaking levels of engagement across various platforms. Using data compiled from Facebook, Instagram, Tumblr, and Twitter, the Recording Academy announced that the 56th edition of the GRAMMYs achieved a staggering 34 million interactions. The event, which aired on CBS, became the television’s biggest social event of the 2013-2014 season. The power of music’s biggest night resonates far beyond the stage, amplifying the voices of artists and fans alike.
Social Media Engagement
The GRAMMYs garnered 15.7 million mentions on Twitter during the broadcast, with the peak moment being during the Kendrick Lamar and Imagine Dragons performance, sparking 171,593 tweets per minute. On Facebook, 6.3 million people created more than 13.5 million interactions, making it the number one trending topic. The GRAMMYs also made a splash on Tumblr with over 100,000 posts and more than 5.1 million reblogs and likes. The top three most-talked-about performances were, in order: Daft Punk, Beyoncé and Jay Z, and Lamar joined by Imagine Dragons. The artists who dominated the conversation were Lorde, Taylor Swift, and Macklemore.
Website Traffic and Live Streaming
On GRAMMY Sunday and the day after, visits to the official GRAMMY website increased by 15 percent from the previous year, with 4.6 million unique users and 18.5 million page views. The GRAMMY Live, an official second-screen companion program, saw its livestream and on-demand viewing double from the previous year, generating nearly 5.5 million total streams. The live-blog, syndicated globally to 38 outlets, saw a 320 percent increase in user engagement minutes and a 659 percent increase in unique visitors.
Engagement on YouTube
The official GRAMMY channel on YouTube also experienced a surge in engagement. Starting from the week of January 12, there were more than 5.7 million views of original GRAMMY content leading up to the event. After the broadcast, content received 375,000 views in just the first 12 hours.
The consistently increasing statistics reflect the growing excitement and passion for the GRAMMYs and music across today’s most influential social platforms. Music’s biggest night continues to resonate and create deeper connections with fans around the globe.
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