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And the Grammy for
the Most Social Buzz Goes to...?
Alterian Hot Topic
Grammy Awards Monitored:
- Record of the Year
• B.O.B featuring Bruno Mars – Nothin’ on You
• Eminem featuring Rhianna - Love The Way You Lie
• Cee Lo Green– F*** You
• Jay Z & Alicia Keys – Empire State of Mind
• Lady Antebellum – Need You Now
- Album of the Year
• Arcade Fire -The Suburbs
• Eminem – Recovery
• Need You Now – Lady Antebellum
• Lada Gaga - The Fame Monster
• Katy Perry – Teenage Dream
Grammy Awards Monitored:
- Best New Artist
• Justin Bieber
• Drake
• Florence & The Machine
• Mumford & Sons
• Esperanza Spaulding
- Best Female Pop Vocal Performance
• Sara Bareilles
• Beyoncé
• Norah Jones
• Lady Gaga
• Katy Perry
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Best Male Pop Vocal Performance
• Michael Bublé
• Michael Jackson
• Adam Lambert
• Bruno Mars
• John Mayer
Date Range: 12/1/2010 – 1/24/2011
2010 Daily Volume – All Topics
Analysis
• Total of over 102k social media mentions
• Initial nominee announcement generated a lot of buzz.
• Buzz then trailed off dramatically, only seeing spikes when additional performers were announced
Comparing the Categories
Analysis
• Best New Artist is the category with the most buzz – reflects popularity of Justin Beiber
• Next two popular categories are Best Female Artist and Best Male Artist
• Discussions tend to focus on the artist rather than songs or albums
Best New Artist
Analysis • Justin Bieber has 6
times as many conversations as runner-up, Drake.
• Justin has 6.8 million Twitter Followers
• At any point 3% of all Twitter activity is Justin Bieber related
• Justin was discovered on YouTube
Analysis • Lady Gaga nearly doubles the next leading lady, Katy Perry • A lot of this is due to that fact that it was announced on Jan. 13th that she would perform at the Grammys
Best Female Artist
Best Female Artist
Analysis • Katy Perry’s announcement that she would also perform at the Grammys generated less buzz • More buzz generated for Lady Gaga’s performance vs. her nomination in two awards categories
Lady Gaga - Microblog results
Analysis • Lady Gaga had more buzz on Twitter during the performance announcement than when it was announced that she
was an award nominee for two categories
Analysis • Bruno Mars is leading the discussion but it’s a close race with Adam Lambert
Best Male Artist
Analysis • Much of the buzz surrounding Bruno Mars occurred on January 20th when it was announced that he would be
performing
Best Male Artist – Daily Volume
Analysis • When we filter by negative opinion Michael Jackson is the most talked about term. • If we look at conversations over time we see that there are spikes of negative conversations for Michael Jackson due
to the discussion of his Posthumous album being released
Best Male Artist – Negative Mentions
Album of the Year
Analysis: • For the Album of the Year category Eminem is leading the conversations surrounding his album,
Recovery.
Album of the Year – 2010 Top Selling Albums
2010's Top 10-Selling Albums (in millions)
(1/4/10 - 1/2/11)
1. Eminem, "Recovery" (3.42)
2. Lady Antebellum, "Need You Now" (3.09)
3. Taylor Swift, "Speak Now" (2.96)
4. Justin Bieber, "My World" (2.32)
5. Susan Boyle, "The Gift" (1.85)
6. Lady Gaga, "The Fame" (1.59)
7. Sade, "Soldier of Love" (1.30)
8. Drake, "Thank Me Later" (1.27)
9. Usher, "Raymond v. Raymond" (1.18)
10. Ke$ha, "Animal" (1.14)Year
If we had to predict a winner in this category it would be Eminem because he is the most talked about and had the most albums sold of any nominee. We will see if this alone can overcome critical acclaim
Analysis: • For the Album of the Year category Eminem is leading the conversations surrounding his album,
Recovery.
Analysis: • If we had to predict a winner in this category it would be Eminem because he is the most talked about
and had the most albums sold of any nominee. We will see if this alone can overcome critical acclaim. • It is somewhat surprising that Lady Antebellum had the least number of mentions despite being the
second best-selling album of the year, but this could be due to audience demographics
Record of the Year
Analysis: • Eminem leads the way, although the race is almost too close to call • Surprise contender could be Cee Lo Green’s F*** You
Where are people talking?
Analysis: • Twitter seems to dominate the discussion not only when the original nominee announcements were
made but when performance announcements came later on.
Demographics
Demographics – Best Female Artist
Analysis: • All three of the top Female Artists had more males talking about their nomination than females • The gender breakdown for Lady Gaga is more closely divided than the other two nominees
Demographics – Best Male Artist
Analysis: • Adam Lambert was the only nominee that had more females discussing him than males
Final Results
And the Grammy for the Artist with the Most Buzz goes to …
Justin Bieber!
THANK YOU!
Please contact us with any questions:
Steven True: [email protected]
Kyle Henderick: [email protected]
Elyse DeVries: [email protected]
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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