And the Album of the Year goes to…
Mumford & Sons album “Babel” was the winner. Just by looking at the social media following of all the nominees that were up for the Grammy Album of the Year, it was clear that they were going to win. In reality, the Grammy winners are chosen by the National Academy of Recording Arts and Sciences voting members. However, social media has had a huge influence on increasing the exposure and awareness for music artists.
While predicting winners solely based on Facebook fans, Twitter followers, and YouTube video views is not an exact science, it does give a great indicator of potential fan favorites. Of all the nominees for Album of the Year, Mumford & Sons actually did have the largest Facebook presence with over 3.6 million fans.
Now for the Record of the Year
Spotify, a digital music service provider, also correctly predicted the Album of the Year winner and Record of the Year winner, Gotye ft. Kimbra for “Somebody That I Used to Know.” Spotify was able to do this using its streaming data, but incorrectly predicted several other awards.
While Facebook fan numbers predicted Album of the Year, of the nominees in the Record of the Year category it was YouTube video views and not total numbers of Facebook or Twitter followers that accurately predicted this winner. Nominee Taylor Swift had the largest following on Facebook and Twitter with 23 million fans and 39 million followers, respectively. While, the views for “We Are Never Ever Getting Back Together” were 121,803,088, the winning song “Somebody That I Used to Know” had three times as many with 372,854,300 views.
Analyzing the Results
Clearly, if the Grammys were chosen solely based on numbers of fans or video views, the winners would have varied. It is interesting to note that social activity was able to predict some winners, but not others. So what does this mean?
Well, what it means is that having a social media presence is going to be important for brand exposure and visibility. Obviously from a pure ROI standpoint you could look at Album Sales to determine if social media following is correlated with higher album sales. Nonetheless, the effect of spreading your music, content, or messages online and getting that extra exposure cannot be underestimated. Having a free way to communicate with fans, followers, and anyone interested in what you have to offer will continue to be an important factor not just for music artists, but businesses as well.