Social Media Review: The 57th GRAMMY Awards
The Grammys are a wrap and everyone’s talking about what went down at the Staples Center on Sunday. Madonna dressed like a matador! Rihanna performed with Kanye West and Paul McCartney! Beck pulled the ultimate upset! But while we could debate who deserved to win and whose hair looked like a bird’s nest all day, there’s one thing everyone can agree on: The Grammys did social media right.
The broadcast included an impressive second screen experience that gave fans behind the scenes access and made it easier than ever to discover and purchase new music. Here are a few of the evening’s many highlights:
While there were some pretty cool Q&As with Pharrell, Sam Smith and Usher earlier in the week, The Grammys didn’t reach its full potential on Twitter until the night of the broadcast. By partnering with Mashable and Mr. Gif, they were able to provide a constant stream of Vines, gifs and other great content. Everyone from Beck to Rihanna got in on the action, posing for pictures on the red carpet and hamming it up backstage.
With all the buzz surrounding their new Discover feature and sponsored content, everyone knew Snapchat was bound to have something up their sleeve. The photo-sharing app’s Grammy Story made it feel like you were there from the red carpet rollout until they were shutting the Staples Center down. It was nice to get a new point of view, whether it was capturing moments like Ryan Seacrest’s red carpet selfies or fan-shot footage of Kanye storming the stage.
It would have been nice to see Instagram use its video feature a bit more, but you have to give them credit for sticking with what they know best. Everyone from Weird Al to Jay Z stopped by the backstage photo studio for portraits by Danny Clinch, a longtime collaborator and friend of everyone here at Superfly. Fans also got their “insider status” with rehearsal photos, priceless selfies and fifteen-second interviews with Haim and Pentatonix.
It only makes sense that music’s biggest night would partner with the top music discovery app. In the days leading up to the show, fans could Shazam songs by artists like Eric Church, AC/DC and Ed Sheeran for access to exclusive content like interviews, remixes and behind the scenes footage. They also had a feed that kept track of winners and performers, providing iTunes links for every song in the broadcast.
Most Shazamed Songs:
1. Electric Light Orchestra and Ed Sheeran - "Mr. Blue Sky"
2. Katy Perry - "By the Grace of God"
3. Ed Sheeran, John Mayer, Herbie Hancock and Questlove - "Thinking Out Loud"
4. Hozier - "Take Me to Church"
5. Adam Levine and Gwen Stefani - "My Heart Is Open"
Rather than letting the conversation happen around them, The Grammys took an active approach and created a social media event that was just as big as the show itself. From the first Q&As to this week’s recaps, their constant coverage made three hours of television filmed in an arena feel intimate, which is no easy task. It just goes to show that social media is anything but a spectator sport.
Now let’s see how they top it next year…