The star-studded Grammy Awards made history Sunday evening. From K-pop to rap and everything in between — social media was booming. At Brickfish, we monitored the event using our social listening tool, Nuvi, to see conversations as they happen. Topping over 14.6 million mentions, the Grammys more than doubled those from last weekend’s Super Bowl.
BTS, Korean boy band, stepped on the red carpet in classic black tuxedos. Instead of sporting a famed designer like Gucci or Dior, the seven-member group showed Korean pride by choosing two designers from their homeland, JayBeck Couture and Kim Seo Ryong. Holding more than 1.3 billion mentions and four of the top trending keywords, it’s safe to say BTS warmed viewers hearts by using their platform to shine a light on lesser known Korean artists. Additionally, BTS marked their place in history as the first K-pop group to present at the Grammy Awards.
Among the top trending keywords was ‘fierce babes.’ The conversations were regarding Lady Gaga, Jennifer Lopez, Michelle Obama, Alicia Keys, and Jada Pinkett Smith celebrating music as a unifying force that brings human beings from all backgrounds together. Other fierce babes were the spunky country artist, Kacey Musgraves, who took home four awards including album of the year and Dua Lipa for winning best new artist.
That isn’t all — the most influential figures on social were also women. Katy Perry, Lady Gaga, Ellen DeGeneres, Ariana Grande, and Miley Cyrus topped the charts in our Nuvi monitor.
Hip-hop artists Drake, Cardi B, and Travis Scott jazzed things up. Drake was awarded best rap song for ‘God’s Plan.’ What fans couldn’t stop talking about was his acceptance speech encouraging young artists, and really everyone, that awards don’t measure or define success.
The Grammys struck a chord and harmoniously represented a variety of artists and genres. The overall sentiment was 26% positive, 3% negative, with the rest being neutral. The largest conversations surrounded BTS, an increased number of female artists nominated, and including more rap artists performing during the award show. The numbers don’t lie — The Grammy Awards didn’t just rock the house, they rocked music lovers across the globe.