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Published February 16th 2016

React: Taylor Swift at The Grammy Awards – Recipe for a Social Frenzy

Brandwatch analyzes conversations surrounding the Grammys and the celebrities that attended

The world of music buzzed last night when the 58th Annual Grammy Awards took place in Los Angeles.

Those watching along while on social media took no time getting involved in the excitement and action from the show.

The Grammys received a whopping 1.2 million mentions on Twitter on Monday night excluding retweets, with a 75% positive score on sentiment categorized mentions.

Screen Shot 2016-02-16 at 09.16.04

Star studded ceremony

The audience was teeming with celebrities – the usual suspects, plus some fresh faces. Taylor Swift stole the show both on and off stage. The singer picked up not one, but two awards – 1989 was hailed album of the year while Bad Blood was named best music video. This might explain why she received over 88k mentions on the night. One of the biggest drivers was her subtle rebuttal to Kanye’s controversial lyrics in his album The Life of Pablo during her acceptance speech. Tay Tay was also responsible for the biggest spike in mentions of the night when she couldn’t contain her excitement over Ed Sheeran’s Song of the Year win.

Kanye was noticeably absent from the festivities, although that didn’t stop him raking up over 15k social mentions.

Even though the internet almost melted at the sight of Justin Bieber’s younger brother on the red carpet we think the singer’s first ever Grammy win probably played quite a big part in him being the second most discussed celebrity, coming in with a solid 35k social mentions.


Lady Gaga’s tribute to the David Bowie earned her 20k mentions and rave reviews online.



It was a good night for Kendrick Lamar whose album, To Pimp a Butterfly, won Best Rap Album. However, the huge spike in mentions that happened around 9:43 ET came when the artist came on stage to perform The Blacker The Berry. The powerful performance really resonated with the online audience, and overall the rapper received over 28k mentions throughout the night. On the other hand, Adele fans may be less than pleased with her rendition of All I Ask as the singer was plagued with sound issues during the performance. Nonetheless the singer powered through and the internet commended her for it.

While The Weeknd received the second most negative mentions of the night, the majority of these tweets were actually only expressing disgust over the fact they didn’t win album of the year.

Carrie Underwood gained the highest proportion of positive tweets, the majority of these mentions were praising the singer’s Screen Shot 2016-02-16 at 09.23.59

The conversation is far from over. What did you think of this year’s Grammys?

Follow @bw_react for more hot data stories.

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