The Biggest Night in Music: How Music and Digital Work Hand-in-Hand

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The Biggest Night in Music: How Music and Digital Work Hand-in-Hand

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On Sunday January 28, 2018 the Recording Academy presented their 60th Grammy Awards Show.  The night was filled with beautiful gowns, outstanding performances, talented nominees/winners, and digital marketing.  Like most public and televised events today, multiple social media websites posted before the event to build excitement and posted during for updates.  However, this isn’t the only way digital was used during Music’s Biggest Night.

During large events like this, many people have opinions that they want to share.  Individuals can voice their opinions loudly on different social media platforms.  For the night, there were 3 Snapchat Stories covering the event: “The Carpet”, “The Show”, and “Live from the Couch”.  People posted videos about how they felt and what they saw regarding winners or performances, this was then broadcasted to the world if they were chosen to appear on the story.  Along with this, there was the usual live-tweeting from spectators, and the award show itself to keep people informed about the awards that were not televised.

When I watch award shows, I like to discuss it with my friends and get their opinions; however, not all of my friends are close enough for a watch party, so we rely on the power of our cell phones.  Through texting, we were able to talk, laugh, and argue about what we see on the show as if we are all in the same room.  This conveys the power of texting as a marketing tool and platform for spreading word-of-mouth.

I did not only witness the way The Grammy’s used digital media to their advantage but also how digital companies utilized music and the award show to market their products as well.  My favorite commercial from the night, that I think was executed effectively, was Apple’s promotion of the iPhone X and its animoji feature.  The commercial features animojis singing popular songs, such as the Grammy nominated “Redbone” by Childish Gambino.  Apple used the award show and the popularity of music in general to promote their product in a fun, creative way that did not overpower their message or brand.

(The commercials can be viewed here:


All in all, digital marketing is everywhere, whether it is through a phone or on television.  If used correctly, this form of marketing can be beneficial to many different companies/brands in many different industries.


Christine Schreiber

Christine Schreiber

February 4, 2018at 12:29 pm

I liked hearing about exactly how the Grammys used digital marketing. I sometimes forget that digital marketing is happening because it just becomes a part of life. It would be interesting to look further into how twitter was used with the Grammys. Like, was there a hashtag displayed on the screen? Or exactly how fast did tweets come in? Or even what was the most popular tweet of the night?

Rachel Morgan

Rachel Morgan

February 5, 2018at 10:53 pm

I agree with everything you said, and I also love those Apple commercials! I also liked how people could talk about their frustrations through Social media. For example when Ed Sheeran won over Kesha and Lady Gaga, I saw tweets from people who agreed that it was unfair. Cool blog post!

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