This year’s GRAMMY Awards show was a rewarding experience for both those on stage and behind the scenes.
While awards recipients saw the glory of golden gramophones, show runners saw a record-breaking number of social media interactions surrounding the event. According to various statistics, this year’s show was TV’s ‘Biggest social event’ of the season.
A big part of such success had to do with the event’s multi-platform coverage – notably, its live content, which was syndicated by reputable outlets internationally.
GRAMMYs on the Scribble Market
The Recording Academy’s goal this year was to drive more traffic to its site and amplify exposure to the content it produced. In order to do so, the Grammys utilized the Scribble Market syndication feature and made its real-time content available in the Market four weeks prior to the show.
This was its second year using the Scribble Market its most successful—this year’s content was picked up by 38 outlets, which is four times larger than last year’s syndication number.
Naturally, with its broader reach across the web, statistics multiplied. The Recording Academy saw triple the number of user engagement minutes and six times the number of unique page views compared to the year before. Publications such as CNN, Yahoo and the Tribune Company played a big part in maximizing content exposure.
“We loved how the syndication enhanced our GRAMMYs coverage and made our work easier. The live account of what is happening on stage, backstage, etc. – with photos too – were key making our users feel like they were at the event. We will definitely do this again.” – Kate Delos Reyes, Country editor for Yahoo Philippines.
On the evening of the show, more than 15 million tweets and 13 million Facebook posts mentioned the GRAMMYs, making it a top trending topic (source here).
“GRAMMY engagement continues to explode year over year as fans seek ever deeper ways to connect with Music’s Biggest Night.” Evan Greene, Chief Marketing Officer for The Recording Academy.
From Daft Punk to Beyoncé, the show’s stars flooded the minds – and newsfeeds—of people’s social networking platforms. Countless viewers’ thoughts were grouped by common hashtags, which were then pulled onto the GRAMMY’s live event. Aggregating external content added to the hype of the event by highlighting its wide-reaching online presence.
Awards shows in real time
Much like any form of entertainment or arts journalism, covering awards shows entails more than just delivering news. Viewers are looking to connect with the show – colourful commentary, wisecracks, memes, GIFs, video clips, photos, tweets and quotes. All in real time.
Alongside event happenings, the GRAMMYs coverage made sure to cover the buzz that was surrounding the show. External content such as tweets, Instagram photos, Vine and Youtube videos was pulled. The aggregation of multimedia provided a one-of-a-kind experience you couldn’t find on television or an after-the-fact article.
The real-time coverage was structured to have a narrative. It began on the red carpet before the actual show, then onstage, backstage and side stage during the ceremony. It ended with a post-show wrap-up by a special guest correspondent.
This new type of storytelling required a new type of structuring. The GRAMMYs assigned several journalists to designated roles. One reporter was solely responsible for covering the red carpet, while others focused on curating social media, uploading photos, moderating or commenting.
ScribbleLive allowed reporters in different zones to upload to a communal feed where each segment made up a bigger story. The GRAMMYs coverage provided an expansive view on music’s biggest night through much preparation, strategy and effort, which in return resonated across the web through syndication.