Grammy winners experience massive boost in online engagement

It looks like the social media magic wielded by the one-woman digital marketing team at the Grammys did wonders for the artists featured, who have reportedly experienced a surge in digital engagement since the event.

Data published by the global music analysts at Musicmetric revealed that big winners Daft Punk gained over 46,200 new fans on social media on Monday – almost four times the average amount added daily the week before.

Similarly, Lorde, the 17-year old pop sensation and ‘Royals’ singer, added 123,300 new fans to her base, surpassing her average of 40,709 new fans per day last December, and Taylor Swift increased her total fanbase by in excess of 108,000 the next day – a 40% bigger increase than the average number of new fans recorded for the week earlier.

These results highlight the continued importance of events in enhancing a company’s digital presence within their specific industry – by networking in person, a company’s popularity and contacts can developed two-fold online.

Speaking to BBC World Business Report this week, Jeremy Silver, executive chairman of Musicmetric owners Semetric, commented: “The importance of knowing where artists are trending and where fans are being added is growing, as more and more advertising is focused around social media and more transactions take place online. The Grammys remain one of the world’s premium showcases of talent for the entertainment industry, so it’s natural that bands performing or winning will see an impact.”

Gregory Mead, CEO and founder of Semetric, said: “Live events are increasingly turning to data to help plan concert schedules and produce festivals. Musicmetric’s data allows promoters and managers to identify the stand-out acts by seeing who’s trending and who’s outperforming the market. The core function of big data is to sit alongside the traditional music business and add a layer of evidence to decision-making that was not previously possible.”