The 57th GRAMMYs

 by Madeline Ringuette, Spring 2015 Marketing Student, Tobin College of Business, St. John’s University

The 57th GRAMMYs aired this year on CBS on February 8th. This annual televised event is known to highlight exceptional music and the artists from the previous year. However, most people fail to realize the GRAMMYs is not only about honoring our favorite music, but to market the sponsors, fashion designers, upcoming concerts, albums and singles, and even musicians from previous decades.

Part of the GRAMMYs appeal is the buzz that happens after the show. People go to work the next day and talk about the performances and the best (and worst) dressed celebrities. Entertainment news shows spend hours rating and talking about every look on the red carpet, and album sales rise drastically as viewers are exposed to a variety of acts, nominees, and winners. During the show, past musicians, who do not have the limelight they once did, have a chance to get noticed by the younger generations of music listeners and remind their generation that they’re still releasing music. There is of course much appeal leading up to the show as well, with media hyping up the night’s performances and TV channels airing red carpet interviews prior.

As far as marketing goes, the GRAMMYs is definitely an event worth spending money on. It creates tons of social media excitement, post- and pre-buzz, and a huge amount of viewership (2015 saw over 25.3 million viewers). This year saw sponsorship from MasterCard, JBL, Hyundai, Hilton, Delta, Covergirl, Olay, Herbal Essences, Crest, Pepsi, Degree, Microsoft, People, WestwoodOne, Aflac, Ciroc, Norwegian Cruise Line, Gucci, AMV, and AkamaiHD Network. Social media “talk” of course goes through the roof with events such as the GRAMMYs. Not only do viewers post their reactions, but celebrities do the same as well. Many artists will tweet during the show, or even post pictures to Instagram from an after-party making the event extremely interactive more now than ever in the technology age. Even movies can be marketed at the GRAMMYs! For example, during this year’s show Annie Lennox blew away a lot of people with her rendition of “I Put a Spell on You.” Of course, this version will be featured on the new 50 Shades of Grey movie soundtrack.

Whether it’s the music, fashion, unpredictable performances, or social media stir that causes viewers to watch the GRAMMYs, it is definitely a show marketed towards everyone. The show is a must watch for many Americans and its many layers allow a vast amount of buzz and successful marketing to occur before, during, and after the show.

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