The Grammy Awards saw a 35% increase in viewership over last year's telecast, Variety reported. More than 26.6 million viewers tuned into the show broadcast on CBS, the top viewing numbers since 2004. Though Variety attributes the viewership bump to the mainstream appeal of performers like Taylor Swift and Beyonce, it's likely that the increase in its social media efforts this year also contributed to wider interest.
Prior to the Awards, Shelley Fralic of the Vancouver Sun, questioned if the Grammys were still relevant "as social media and iTunes and YouTube become the new arbiters of what's hot and what's not." But by incorporating social media into its overall programming, the Recording Academy and the Grammys were able to prove that they still are part of this increasingly digital game.
Additionally, LA Weekly has a write-up of the Recording Academy's Social Media Rock Star Summit held on January 29.
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