Haley Wolfe

Meltwater Analysis
Com 377 PR Campaigns - Section 1
December 3, 2019

The Grammy Awards Meltwater Analysis

The Grammy Awards are one of the most highly recognized award shows, displaying the

talents of many various music artists worldwide. Every winter the Grammy Awards are one of

the most frequently talked about award ceremonies. The nominations come out in the winter

before the event that takes place roughly three months later. The Grammy nomination list was

released on November 20, 2019, causing a plethora of social media posts about those who have

the potential to win an award in February. The most

relevant time period pertaining to the Grammys

heavy social media coverage was the two week span

from November 19 to December 3, with more than

185,000 social media posts.

Top Sources/Media Exposure

 On the release date of the nomination list, media exposure skyrocketed, shooting up by

330.46% overnight. Over 91,000 posts were shared on November 20, and roughly 27,000 on

November 21. A substantial amount of social media coverage contained opinions that individuals

had about the artists that were (and

were not) on the list of nominations.

The vast majority of posts about the

Grammys were posted to Twitter to

display opinions about the outcomes

of the nomination list. There were

also roughly 23,900 blog posts released, incorporating Grammy nomination facts and opinions.

Social Reach

s one can see from the chart below, there were also an abundance of social media coverage on

Facebook and Youtube that reached millions/billions of people worldwide. A myriad of content

that was posted to Youtube were strong opinion pieces about who should have been on the

nomination lists, and what artists did not deserve to be placed on the list over others.
Sentiment/Top Posters By Volume

While the majority of posts about the Grammy Awards and the excitement for the artists’

potential of winning the awards, many people were also

disappointed that some of their favorite artists did not make the

cut. Of the 41,677 negative posts about the Grammys, many

came from accounts trying to protest the neglect of BTS, a

world-renowned boy band from South Korea. All of the top

posting accounts on Twitter, that have frequent tweets

involving the Grammys, are spam accounts, posting nonsense tweets in hopes to get BTS to the

trending page.

Heat Map

Both positively and negatively, people are talking about artists that made the list on an

international level. Given that the Grammy Awards take place in Los Angeles, the majority of
posts about the nomination list, come from the United States. The Heat Map widget on

Meltwater showed that the United States contributed 18.44% of total posts, while the second and

third most came from Nigeria with 3.64% and Brazil with 2.14%. One can assume that exposure

reached a wide range of countries because pop

culture has grown extensively over the last decade.

This is the result of artists touring internationally

and the internet being readily available to a large

population. It can also be concluded, that because

of the neglect to add certain artists to the Grammys

list, it caused attention to spread to countries such as South Korea, where there were roughly

2,000 posts from November 20.

Trending Terms

When analyzing the key terms and phrases

that trended over social media platforms, it became

evident that many people had very different

opinions and concerns about the Grammys. While

many people are talking about the nominations,

some are excited about the outfits the celebrities

will wear to the event as well as reminiscing on

previous years and the apparel. There is also great evidence that people were upset to see that

BTS was not nominated for any awards.

 Overall, the examination of reactions towards the Grammy nominations revealed a great

deal of information about the society we live in today. The Grammys have always received a

great deal of attention, due to the A-list celebrities that attend and have potential to win awards.

This attention could also be attributed to the outlandish outfits they choose to wear to large

award shows. However, this year is a unique case because many people think that the neglect of

BTS from being included comes from a place of racism and discrimination towards Asian

performers. Meltwater proved that a popular, recurring American event, reaches a wide audience

and affects more people than we would originally assume.