About 15.4 million viewers tuned into the GRAMMYs this year on CBS while the network noted that over 102 million social interactions were tracked for the show, according to Luminate quoting Variety.
This sort of attention can bring renewed interest to hit songs and awareness to emerging artists, says Luminate in its weekly music insights newsletter. When analysing the US On-Demand Audio (ODA) streaming of the show’s winners and performers for the Monday after the show compared to the show date (2/3 compared to 2/2), five artists jumped more than 50% in day-over-day streaming.
This group, led by Florida rapper Doechii, is entirely made up of women and spans multiple genres. Doechii saw a +187% ODA streaming gain on Monday with +5.9 million ODA streams after she performed on the show and won Best Rap Album for Alligator Bites Never Heal.
The 2024 Year-End Music Report highlighted the impact of female pop artists driving their genre to the fastest-growing last year. This data continues that trend while expanding to new genres as the streaming of female artists continues to grow.
At the same time, the GRAMMY Awards have announced that more than $9 million was raised during the show to help the Los Angeles community in the rebuilding process in the wake of wildfires that decimated several of the city’s neighbourhoods in mid-January.
The rebuilding process for Los Angeles will no doubt be lengthy, but the GRAMMY Awards telecast offered a bit of hope.
“Individuals donate for a multitude of personal reasons but, when looking at the GRAMMYs audience as a whole, Luminate Insights consumer research data shows that fire prevention and climate change are two causes that hit home for this audience,” Luminate’s VP, Music Insights & Industry Relations, Jaime Marconette said.
“In fact, 39% of respondents who said they plan to watch the GRAMMYs said they care about wildfire prevention and safety, and this group is 41% more likely to say they care about climate change compared to the general population.”
