The Social Media Grammy Bounce

OK, this is the last post on this year's Grammys. We always hear about the Grammy bounce, which refers to the bump in sales that Grammy nominees and winners usually get after the ceremony. Does the same thing happen in social media?

Apparently not so much, according to fanbridge.com. For most nominees, the social media bump (Facebook likes and Twitter followers) was pretty negligible, considering the exposure. Here are the numbers. The artists with an asterisk performed on the show.

Album of the Year

 21 - Adele*

• Facebook: 1.05% (+187,656)
• Twitter: 5.33% (+196,690)

Wasting Light - The Foo Fighters*

• Facebook: 0.3% (+18,322)
• Twitter: 2.25% (+13,728)

Born This Way - Lady Gaga

• Facebook: 0.07% (+35,598)
• Twitter: 0.24% (+45,683)

Doo-Wops & Hooligans - Bruno Mars*

• Facebook: 0.37% (+68,620)
• Twitter: 0.56% (+39,355)

Loud - Rihanna*

• Facebook: 0.1% (+49,515)
• Twitter: 0.56% (+74,229)

Record of the Year

“Rolling in the Deep” -Adele*

• Facebook: 1.05% (+187,656)
• Twitter: 5.32% (+196,690)
• YouTube: 0.34% (+772,108)

“Holoscene” – Bon Iver

• Facebook: 0.59% (+6,043)
• Twitter: 6.11% (+10,473)
• YouTube: 4.23% (+94,246)

“The Cave” – Mumford & Sons

•  Facebook: 0.13% (+3,255)
• Twitter: N/A
• YouTube: 0.67% (+21,929)

“Grenade” – Bruno Mars*

• Facebook: 0.37% (+68,620)
• Twitter: 0.56% (+39,255)
• YouTube: 0.11% (+274,387)

“Firework” – Katy Perry*

• Facebook: 0.06% (+25,048)
• Twitter: 0.02% (+2,736)
• YouTube: 0.1% (+235,907)

Another thing - we keep hearing about how the 2012 Grammy's had the best television audience in 20 or so years, and I've seen more than one article stating that was all do to social media.

I beg to differ. Sorry to get morbid, but I believe it was all due to the untimely (but timely for the Grammy's) death Whiney Houston. The almost non-stop major media coverage combined with the social media of the event created a one-time spike in ratings that won't be duplicated soon. Look to a return to the ratings doldrums next year.

By the way, considering that I tend to pan the Grammy's a lot, I did enjoy most of the show (except for the Nikki Manaj trainwreck and DeadMau5).

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The Grammy Bounce And The Real Seller

It used to be that a Grammy performance was worth a million unit sales. That's obviously not the case anymore, but at least for some artists, the Grammy's can mean a significant sales bounce. Arcade Fire, Lady Antebellum, and Eserpanza Spalding all saw big iTunes gains after their performances on Sunday's show (see the chart on the left). Mumford and Sons saw spikes as high as 156% for some songs.

And while that might seem impressive, consider this. The Grateful Dead began presales of their Europe '72 65 CD set (yes, 65 discs) and sold out their 7200 unit run in 4 days - at $450 each. That's $3.3 million dollars, an amount that any record label would kill for these days.

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You should follow me on Twitter for daily news and updates on production and the music business.

Check out my Big Picture blog for discussion on common music, engineering and production tips and tricks.

Help support this blog. Any purchases made through our Amazon links help support this website with no cost to you.