The Grammys are perhaps one of music’s most prestigious awards in the English-language music industry. Every year people gather around their televisions (or mobile phones) to follow the stars on the red carpet, watch live performances, and find out if their favorite artist takes home an award.
For marketers, the Grammy Awards are not just a music event, but an opportunity to better understand what content and platforms are resonating with audiences. Live events give brands the opportunity to tell a story, create engaging content, and leverage second screen experiences.This year, we used our own Insights Application
to analyze millions of pieces of content from news sites, blogs, and social media channels to produce the Grammy Awards Influence Report
. Using data science we determined the “influence impact” of artists and performers featured at the 58th Annual Grammy Awards, as well as the media outlets and sponsors who promoted the event.In the report, we dive into the data to reveal the top 10 media brands that gained the most influence during music’s biggest night. The data tells an interesting story, shedding light on which media outlets had the best strategies for engaging viewers and music fans during the award show. Below, we’ve given you a sneak peek of the top 3 media outlets that gained the most influence over the course of the event.
Billboard’s Twitter strategy gave it the edge it needed to capture audiences that not only watched the awards, but consumed related content on a second screen. Billboard wasn’t just announcing the award winners, but providing behind-the-scenes content and the latest updates on the pre-parties, red carpet, award show, and afterparties.Billboard’s Twitter coverage was peppered with GIFs, clips, articles, artist spotlights, polls, and pictures from both onstage and behind-the-scenes coverage - keeping second screen audiences entertained during commercial breaks and giving millennials without cable
a chance to participate in the Grammy Awards excitement. Their strategy wasn’t confined to Twitter - Tweets often linked to pre-prepared articles on up-and-coming artists, or photo albums of backstage prep and red carpet outfits.