Regardless of who went home with an award on the night of the 2017 Grammys (Adele) it’s important to consider for whom it had the best effect streaming-wise. Here we break down which artists saw the biggest post-Grammys bump.
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Guest post by Emily Blake of Pandora’s Next Big Sound
We already know who won at the 59th Annual Grammy Awards. Whether she wanted to or not, Adele won most of the major categories of the night, including Album of the Year, Song of the Year and Record of the Year for her third studio album, 25. Chance the Rapper won not only Best New Artist, but beat out his mentor of sorts, Kanye West, and Drake for Best Rap Album. And David Bowie posthumously won every award he was nominated for.
But who won in streaming? Who saw the biggest lift from Sunday night’s telecast? As it turns out, it wasn’t the Adele or Beyoncé who reaped the biggest rewards.
It was a huge night for Memphis soul singer William Bell, who not only won the award for Best Americana Album, but had a standout performance with Gary Clark Jr., performing Bell’s “Born Under a Bad Sign.” On Sunday, Bell saw close to 1,600 artist station adds on Pandora. While those definitely aren’t Beyoncé or Adele numbers, but it is a significant uptick from the number’s he’s used to seeing — a 12,085% week-on-week lift, to be exact. Gary Clark Jr., who also starred in a Lincoln commercial that aired twice during Sunday’s telecast, saw a over 6,600 artist station adds on Sunday after a 3,239% week-on-week jump.
Sturgill Simpson, Album of the Year nominee and Country Album of the Year winner, saw one of the biggest lifts of the night, with over 3,600 Artist Station Adds on Sunday. The previous day, he had seen just over 400. And Anderson .Paak, who was not only up Best New Artist but also took the stage with A Tribe Called Quest, scored 1,832 new artist stations on Sunday night after week-on-week lift of over 500%.
Speaking of A Tribe Called Quest, the hip-hop group saw just over 1,200 Artist Station Adds on Sunday, up from Saturday’s total of right around 500. Maren Morris, who took home the golden gramophone for Best Country Solo Performance, saw 2,374 adds following a 417% week-on-week uptick.
And while Adele may have swept Beyoncé in all of the major categories, Beyoncé was ahead of Adele in artist stations leading up to the Sunday night’s show. But by the end of the night, the two were neck-and-neck. Beyoncé saw 11,598 artist station adds, narrowly beating Adele, who saw 11,396.
The only artist who failed to see a lift from Sunday night’s show was Lady Gaga, whose performance with Metallica failed to generate the same streaming lift that she saw after Super Bowl performance last Sunday. But considering that was the second most-watched halftime show in history, according to Nielsen Data, what did you expect?
Elsewhere, Lukas Graham saw a 164% week-on-week lift, with 3,485 artist station adds on Sunday, Best New Artist nominee Kelsea Ballerini saw a 75% increase and Daft Punk almost doubled their number of new artist stations compared to the previous week, with 1,851 on Sunday.