Who Needs A Grammy? Award Shows Provide The Exposure That Entertainers Need

January 28, 2014  |  

Awards shows are prime breeding grounds for artists to stand out and what better way to do this then through fashion, meme-able speeches, and explosive performances. We live in a time where it’s a bit passé to plug your latest project outright at an event. But the bolder your twerking or aerial tricks, the more off-the-cuff and viral your antics (whether intentional or unintentional), the more popular and marketable you are apt to become.

Whether an artist performs, presents, or just sits in the audience, being a part of the show — any awards show — is crucial to their brand. Leave it to directors to pan to reaction faces and the Internet will light up with “Oh No She Didn’t’s!” and “Oh Yes He Did’s!” Cue the rapid-fire search results and GIF attacks. Taylor Swift, as usual, was the subject of another awards ceremony viral sensation — or rather a few — courtesy of her “I thought I won” gaffe and hyped up dance moves. This further solidified her image as the semi-awkward ,“oh-em-gee” girl we have come to know since Kanye speech-bombed her during the 2009 MTV Video Music Awards. Even though Taylor didn’t win any awards at this Grammy event, she was winning on the Internet long after the evening’s entertainment came to an end.

Esteemed rapper Kendrick Lamar also did not receive any Grammys this year and people were very upset. Even Macklemore, who won the “Best Rap Album” award along with his cohort Ryan Lewis, texted Kendrick to say that the golden gramophone should have been bestowed to him instead. For Kendrick, just being nominated for a Grammy and in the same category with Jay Z, Kanye West, and Drake is an accomplishment. But Lamar may have proved himself in a more significant matter, as his collaboration with Imagine Dragons was dubbed the most talked about and one of the best performances of the night. Without a Grammy everyone is talking about Lamar now, his recognition has advanced, and with his brief, yet effective Grammy mashup, the marketability of his next album and future tour dates will double.

Besides GIF-worthy moments, there are the over-the-top performances. Katy Perry took to the Grammy stage with dancing horses, pyrotechnics, a black and red cross emblazoned over her chest, and a witch’s broom/stripper pole for her song “Dark Horse.” She says this performance is a preview of what audiences should expect on her upcoming Prismatic world tour, of which tickets for the North American dates are now available and selling out.

With Katy Perry in mind, there’s the paradox of Kacey Musgraves, who truly was a dark horse of the awards. Her seemingly demure presentation (check out the lyrics) followed Lamar and Imagine Dragons. After what looked like a ridiculous error on the part of the Grammy show producers, Musgraves had the last laugh after snatching a Grammy for Best Country Album. Now she is known as the girl who either beat out or is the next Taylor Swift. Her shiny new Grammy coupled with a spot on Katy Perry’s 2014 world tour bill is going to propel Musgraves’ status in the music industry.

In retrospect, don’t cry for the singers and songwriters who don’t pick up Grammy awards or whose performances may err on the side of lackluster. Everyone is a winner these days. There are so many chances to pick up fans, gain relevancy, and give people a chance to talk about you. The music and the image are both a part of the whole package of a music artist. And at the Grammys, just showing up and being seen has proven to be one of the best marketing opportunities for today’s stars.

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