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Following Sunday’s Grammy Awards, British artists Adele and Ed Sheeran as well as Mumford and Sons, fun. and Goyte were searched over an array of social media sites.
Adele saw an increase of 60 percent in social media activity since last week, adding nearly 70, 000 fans and new followers since the Grammys. Tracked by Musicmetric, it’s also been determined that her video plays have gone from 1.4 million to 4 million.
Meanwhile, Mumford and Sons, who won Album of the Year for Babel, increased their Facebook activity four times from the week before, adding 17, 000 new fans.
Entertainmentwise reports that fun. got 9,000 more fans, Goyte got 506,721 views on YouTube (up from 350,390 the previous week) and Sheeran went from 660,000 views on YouTube to 2 million plays on the day of the Grammys.
Greg Mead, the CEO of Semetric, the firm behind Musicmetric, said of all the increase in social media activity, “The Grammy Awards – like births, marriages and festival appearances – can have a massive impact on an artist’s social media activity.”
He added, “Given the shift towards digital consumption of music, it’s vital that we’re able to see exactly how and where fans interact with music. Label bosses are creating innovative new ways to drive revenue in the digital age, and having a detailed understand of the events that drive digital activity is vital.”