Music fans of all genres tuned in to this week’s 63rd annual Grammy Awards show. Although the event was a bit different from the usual, it was still a star-studded affair full of colorful live performances interspersed between the awards. Let’s take a look into how audiences reacted.
While viewership was lower than previous years, those who did watch were highly engaged. Specifically, total engagement for the big show reached over 9 million, with most of the reactions and conversations taking place on Twitter. Sentiment around the show overall was solidly positive at 74. Due to some toxic and profane content, however, overall community brand safety was relatively poor and scored a D.
The conversation with the highest volume of the evening was about BTS not winning a Grammy for Best Pop Duo/Group Performance, as messages reached over 200k and super-fans of the K-Pop group deemed it an “unfair snub” in conversation, leading to a 49 sentiment score.
Harry Styles received high praise from fans when he won his first Grammy under the Best Solo Pop Performance category, leading to a very high sentiment score (94) and over 74k engagement. His fashion choices got him significant attention as well, with over 17k tweets mentioning his green feather boa and leather jacket.
Meghan Thee Stallion and Beyonce’s win for Best Rap Song of the Year earned a very good sentiment score (87), and while some fans congratulated them on the win in conversation, other viewers questioned why they earned the highly coveted award compared to others artists.
Sentiment around Wizkid and Burna Boy was quite high at 88, as a number of fans celebrated their first Grammy win and expressed their Nigerian pride following the Afropop artists’ big moment.
One of the highest sentiment scores of all conversations that night was earned by Taylor Swift’s win for Album of the Year at a near-perfect 99, as fans congratulated the pop star on her win and discussed why the album’s win was so well-deserved.
Conversations surrounding the Grammy Award nomination picks of the year in general received a sentiment score which was a bit on the lower end (39), as audiences went into lively discussions regarding which artists and songs should have been considered for an award.
How The Show Fared Against Recent Events in Entertainment
Looking at the Grammy’s versus Golden Globes shows that the Golden Globes event earned a slightly higher sentiment score (80) and a significantly higher community brand safety grade of an A-. The difference in both score and community safety may be due to the impassioned reactions of super-fans and some of the edgier live performances at the Grammy’s, which elicited more significant emotional reactions than the relatively more reserved and dryer Golden Globes show.
The recent Paramount+ launch created some buzz as well, and received a higher sentiment score (81) than the Grammy’s. However, impact sentiment was higher for the Grammy’s with 74, while Paramount+ garnered a lower 61. While much of the conversation surrounding Paramount+ related to a sense of nostalgia among audiences with old shows returning, the Grammy’s hit on some of their favorite artists, leading to more impassioned reactions.
While Oprah Winfrey’s interview with Prince Harry and Meghan Markle garnered twice the viewership of the Grammy’s and also created quite a stir, it received both a lower sentiment (62) and lower impact sentiment score (49) comparatively. These factors are likely due to a number of controversial topics that were discussed during the show, much like some of the Grammy Award performances that were a bit edgy. Interestingly, the Grammy Awards generated twice the engagement per broadcast minute than Oprah’s interview, with the nearly 5 hour show garnering 5 times the engagement of the 2 hour special.
With the Oscar Awards coming in April, it will be fascinating to get a glimpse into the movies and the talent behind them that really made an impact with audiences during the year.