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Nearly all the performers saw increased interest, but they were big winners.
The 63rd Grammy Awards took place over the weekend, and while trophies were handed out and historical moments occurred, many of the highlights came from the performances. Fans tend to fret about whether or not their favorite artist won awards, but getting to perform on such a big stage can be a huge boon for an artist whether or not they come home with a trophy. According to Genius data, nearly every single artist who performed at the Grammys saw their song pages blow up soon after they graced the stage.
While all artists benefitted, some of the biggest winners were Mickey Guyton, HAIM, and Black Pumas.Mickey Guyton became the first Black female country singer to perform at the Grammys with her song “Black Like Me.” The song page immediately took off on Genius and garnered 464 pageviews the day of the Grammys. While that doesn’t sound like much, the song page had only earned 4 pageviews the day before. That’s a 11,500 percent increase in one day. Furthermore, her song page only has a total of 2,060 views, so her Grammy performance spike constitutes nearly a quarter of her total views.
Country music is not the most popular genre on Genius, but all three of the country performances at the Grammys did well; Miranda Lambert’s “Bluebird” went from 18 pageviews to 210 while Maren Morris‘ “The Bones” went from 54 views to 552.HAIM, the Los Angeles pop-rock trio of sisters, got a similar boost from their performance of “The Steps.” The song grabbed 2,482 pageviews the night of the Grammys after scoring a mere 213 views the day before, an elevenfold increase in interest.Even songs that already had a moderate interest on Genius received big bumps. Black Pumas’ song “Colors” was nominated for Record of the Year and had earned 1,082 pageviews the day before the Grammys. After watching them perform “Colors” during the broadcast, fans flocked to their song page, helping them nab 8,016 views—a 640 percent increase.
Songs like “Colors,” “The Steps,” and “Black Like Me” were not big chart or viral hits, which is why performing them for such a large audience is so valuable. Well-received performances of hit songs like Lil Baby’s “The Bigger Picture,” Harry Styles “Watermelon Sugar,” and Dua Lipa’s “Don’t Start Now” all led to pageview spikes where they doubled or tripled their totals from the previous days. “The Bigger Picture” went from 517 pageviews the day before the Grammys to 2,330 the day of. Harry Styles’ song went from 1,235 to 4,303, and Dua’s hit rose from 568 to 976. Again, all the artists benefitted, just not as dramatically as the lesser-known acts.
As the stats show, performing at the Grammys has its benefits even if you don’t win. Unfortunately for all these acts, the ratings for this year’s Grammys ceremony fell to an all-time low of 8.8 million viewers, compared to last year’s (pre-pandemic) broadcast of 18.7 million viewers.
See all the winners of the 2021 Grammys here.