Musician and celebrities from all industries gathered in Hollywood this past Sunday to celebrate the 55th annual Grammy awards. While awards were given to the top musicians chosen by expert panelists, another group of winners was being crowned in the social media sphere.
On Sunday, the 2013 Grammys became the second-biggest social media event of the year, only falling short to the Super Bowl that set an all-time record of 52 million social interactions in one day.
The 2013 Grammys broadcast raked in over 15.4 million social interactions, a 511 percent increase since the 2011 Grammys. However, it falls short of last year’s broadcast, which had 17 million interactions following Whitney Houston’s death, which drove a large amount of the online conversation.
Host LL Cool J made sure to promote the event’s hashtag (#GRAMMYs) nearly every time he was on stage and the viewers caught on—the hashtag was used 2.6 million times that evening.
Top moments occurred when Frank Ocean won Contemporary Urban Album for “Channel Orange” over Chris Brown’s “Fortune.” Other peaks occurred earlier in the broadcast when Jay-Z joined Justin Timberlake on stage to perform, as well as when band Fun. was crowned best new artist.
Some of the most talked about artists on social media were Rihanna with 1.6 million mentions, Frank Ocean with 900,000 mentions, as well as Taylor Swift, Chris Brown, and Beyoncé following close behind.
Mobile interactions during the Grammys rose to 88 percent of all messages sent, which is a 57 percent increase from the previous years. Overall, the sentiment of social interaction was positive (56 percent), with the conversation mainly being dominated by women, who were 60 percent of all contributors.
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