Data published by Musicmetric, the global music analysts, has revealed the surge in digital engagement received by Grammy winners this week.
Big winners Daft Punk gained over 46,200 new fans on social media on Monday - almost four times the average amount added daily the week before.
New Zealand pop starlet Lorde experienced a significant lift, adding more than 123,300 new fans, surpassing her average of 40,709 new fans per day last December.
Taylor Swift increased her total fanbase by in excess of 108,000 the next day – a 40% bigger increase than the average number of new fans recorded for the week earlier.
Following their spat with Grammy producers, Nine Inch Nails acquired over 7,500 new social media fans – almost double the average daily increase the previous week.
Based on analysis of plays and social media fans added, the clear leader in fan popularity for Best New Artist was Macklemore & Ryan Lewis. In a spectacular showing, this year’s winners of four Grammys gained over 1 billion online plays, and more social media fans than the rest of the nominees combined.
The only metric category which they hadn’t managed to dominate was Bit Torrent activity, coming a second to Ed Sheeran’s 1.7 million downloads since 1 October 2012. However, Macklemore & Ryan Lewis still reached a significant 1.4 million release downloads.
Digging a little deeper into the data yields some more positive points for the other nominated artists. Whilst untouchable in the total numbers, the rate of growth forboth Ed Sheeran and Kendrick Lamar has been outpacing Macklemore & Ryan Lewis for a good few months. So these artists have more momentum going into the awards than the total figures suggest.
“YouTube and Vevo also had their own winners: Macklemore & Ryan Lewis and Kendrick Lamar respectively, with Ed Sheeran placing second in both these competitions.
Unfortunately for James Blake and Kacey Musgraves if the Grammys were up to social media, they would be going home empty handed.”