Grammys: Kendrick Lamar Scores Big Social-Media Buzz

Kendrick Lamar won big at the 58th Annual Grammy Awards — and the rap artist’s performance during Monday night’s telecast registered as one of the most-discussed moments on both Facebook and Twitter.

Among Facebook’s U.S. users, Lamar’s performance of “The Blacker the Berry” and “Alright” about black identity and race issues was the most buzzed-about Grammys moment, after Lady Gaga’s tribute to David Bowie. Twitter said Lamar’s performance was the second most-tweeted moment, following only Ed Sheeran’s song of the year win for “Thinking Out Loud.”

Overall, about 21 million Facebook users generated more than 50 million interactions (posts, likes and comments) related to the 2016 Grammys. That’s up from 17 million people and 45 million interactions for last year’s show. CBS’ overall TV viewership was up slightly from the year prior, while dropping in the 18-49 demo.

Twitter said 17.2 million #GRAMMYS tweets were viewed 2.1 billion times globally (both on and off Twitter). Last year, the social company reported 20.9 million tweets globally resulting in 1.6 billion impressions for the 2015 Grammys (excluding syndicated reach).

Rounding out Facebook’s top five moments were the Lionel Richie tribute — featuring John Legend, Demi Lovato, Luke Bryan, Meghan Trainor and Tyrese Gibson — and performances by Chris Stapleton and Justin Bieber.

Twitter said Kendrick Lamar was the No. 2 most-tweeted artist, after Justin Bieber, who won his first Grammy for his song “Where Are Ü Now.” Taylor Swift, whose Grammys haul included album of the year for “1989,” came in third, followed by Selena Gomez and Adele (whose performance was marred by an audio mishap).

Meanwhile, Spotify saw increases in music streams of featured artists following the Grammys, calculated by comparing hourly streams pre- and post-show. Lionel Richie saw a triple-digit bump, with a 146% increase in streams in the U.S., while listens of songs by the Alabama Shakes were up 89%.

Michael Jackson’s “She’s Out of My Life” saw the highest jump for a song with a 173% increase in Spotify plays following Miguel’s rendition of the song.

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