It is the season of glamorous award shows, beautiful gowns and impressive (or mediocre) performances. The Grammys is the single biggest musical event of the year and the anticipation has been building over the last month and a half, since the nominations for the 53rd Annual Grammy Awards were released in a special first-time TV Special. Here at Alterian, we'd like to think that we are just the right combination of avid music lovers and quiet celebrity admirers, so we decided to monitor the online conversations surrounding five of the most talked-about and anticipated categories: - Record of the Year - Album of the Year - Best New Artist - Best Female Pop Vocal Performance - Best Male Pop Vocal Performance

1. Alterian Hot Topic
And the Grammy for
the Most Social Buzz Goes to...?

2. Grammy Awards Monitored:
- Record of the Year
• B.O.B featuring Bruno Mars – Nothin’ on You
• Eminem featuring Rhianna - Love The Way You Lie
• Cee Lo Green– F*** You
• Jay Z & Alicia Keys – Empire State of Mind
• Lady Antebellum – Need You Now
- Album of the Year
• Arcade Fire -The Suburbs
• Eminem – Recovery
• Need You Now – Lady Antebellum
• Lada Gaga - The Fame Monster
• Katy Perry – Teenage Dream

3. Grammy Awards Monitored:
- Best New Artist
• Justin Bieber
• Drake
• Florence & The Machine
• Mumford & Sons
• Esperanza Spaulding
- Best Female Pop Vocal Performance
• Sara Bareilles
• Beyoncé
• Norah Jones
• Lady Gaga
• Katy Perry

4. Search Setup In Alterian SM2
Best Male Pop Vocal Performance
• Michael Bublé
• Michael Jackson
• Adam Lambert
• Bruno Mars
• John Mayer
Date Range: 12/1/2010 – 1/24/2011

5. 2010 Daily Volume – All Topics
Analysis
• Total of over 102k
social media
mentions
• Initial nominee
announcement
generated a lot of
buzz.
• Buzz then trailed off
dramatically, only
seeing spikes when
additional
performers were
announced

6. Comparing the Categories
Analysis
• Best New Artist is
the category with
the most buzz –
reflects popularity
of Justin Beiber
• Next two popular
categories are Best
Female Artist and
Best Male Artist
• Discussions tend
to focus on the
artist rather than
songs or albums

7. Best New Artist
Analysis
• Justin Bieber has 6
times as many
conversations as
runner-up, Drake.
• Justin has 6.8
million Twitter
Followers
• At any point 3% of
all Twitter activity
is Justin Bieber
related
• Justin was
discovered on
YouTube

8. Best Female Artist
Analysis
• Lady Gaga nearly doubles the next leading lady, Katy Perry
• A lot of this is due to that fact that it was announced on Jan. 13th that she would perform at the Grammys

9. Best Female Artist
Analysis
• Katy Perry’s announcement that she would also perform at the Grammys generated less buzz
• More buzz generated for Lady Gaga’s performance vs. her nomination in two awards categories

10. Lady Gaga - Microblog results
Analysis
• Lady Gaga had more buzz on Twitter during the performance announcement than when it was announced that she
was an award nominee for two categories

11. Best Male Artist
Analysis
• Bruno Mars is leading the discussion but it’s a close race with Adam Lambert

12. Best Male Artist – Daily Volume
Analysis
• Much of the buzz surrounding Bruno Mars occurred on January 20th when it was announced that he would be
performing

13. Best Male Artist – Negative Mentions
Analysis
• When we filter by negative opinion Michael Jackson is the most talked about term.
• If we look at conversations over time we see that there are spikes of negative conversations for Michael Jackson due
to the discussion of his Posthumous album being released

14. Album of the Year
Analysis:
• For the Album of the Year category Eminem is leading the conversations surrounding his album,
Recovery.

15. Album of the Year – 2010 Top Selling Albums
2010's Top 10-Selling Albums (in millions)
(1/4/10 - 1/2/11)
1. Eminem, "Recovery" (3.42)
2. Lady Antebellum, "Need You Now" (3.09)
3. Taylor Swift, "Speak Now" (2.96)
4. Justin Bieber, "My World" (2.32)
5. Susan Boyle, "The Gift" (1.85)
6. Lady Gaga, "The Fame" (1.59)
7. Sade, "Soldier of Love" (1.30)
8. Drake, "Thank Me Later" (1.27)
9. Usher, "Raymond v. Raymond" (1.18)
10. Ke$ha, "Animal" (1.14)Year
If we had to predict a winner in this category it
Analysis:
would be Eminem because he is the most
• If we
Analysis: had to predict a winner in this category it would be Eminem because he is the most talked about
and had the of the Year category had the is leading the conversations can overcome album,
talked about and Eminem most albums sold of
• For the Album most albums sold of any nominee. We will see if this alonesurrounding hiscritical acclaim.
It is somewhat surprising that We will see if this aloneleast number of mentions despite being the
• Recovery. any nominee. Lady Antebellum had the can
second best-selling albumcriticalyear, but this could be due to audience demographics
overcome of the acclaim

16. Record of the Year
Analysis:
• Eminem leads the way, although the race is almost too close to call
• Surprise contender could be Cee Lo Green’s F*** You

17. Where are people talking?
Analysis:
• Twitter seems to dominate the discussion not only when the original nominee announcements were
made but when performance announcements came later on.

18. Demographics

19. Demographics – Best Female Artist
Analysis:
• All three of the top Female Artists had more males talking about their nomination than females
• The gender breakdown for Lady Gaga is more closely divided than the other two nominees

20. Demographics – Best Male Artist
Analysis:
• Adam Lambert was the only nominee that had more females discussing him than males

21. Final Results
And the Grammy for the Artist with the Most Buzz goes to …
Justin Bieber!

22. THANK YOU!
Please contact us with any questions:
Steven True: steve.true@alterian.com
Kyle Henderick: kyle.henderick@alterian.com
Elyse DeVries: elyse.devries@alterian.com
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Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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