As an avid music listener, I look forward to the annual Grammy Awards show to re-experience the year’s top hits and learn about the artists that have made an impact. When the list of nominees for the 2021 Grammys was released, many artists complained about their albums and songs being placed in the wrong category or not being nominated for awards. Even though many people on social media seem to agree with these artists and write off the Grammys as irrelevant, there are still enough benefits for artists to keep the show running.
One person to look forward to is comedian Trevor Noah, who is hosting the awards show for the first time. Noah currently hosts The Daily Show, a satirical news program on Comedy Central, and is bound to create an unforgettable experience for viewers with his dynamic personality and comedy talents.
In addition, there are many first-time Grammy nominees to follow throughout the show. The Korean boy band BTS was nominated for the Best Pop Duo/Group Performance category for their song “Dynamite,” marking the first-ever Grammy nomination for a K-pop act. American rapper Megan Thee Stallion was nominated for four categories, including Best New Artist and Record of the Year for her song “Savage.” With waves of talent coming to the Grammy stage for the first time, there is bound to be great performances throughout the night to watch.
On top of all these new artists, many well-known music stars are competing for awards at the Grammys. This year, Beyonce received the most recognition with nine Grammy nominations for her single “Black Parade,” a song celebrating Black culture and activism. Beyonce has a chance to become the female artist with the most Grammy awards because she only needs to win four awards to top the list. Also, Taylor Swift is looking for recognition from the academy for her album “Folklore,” as she has failed to win any Grammys for the past three years for her previous two albums.
Although artists do not receive any direct monetary gains from winning a Grammy, they enjoy the increased attention by appearing on national television. According to a study by Nielsen Holdings, digital sales of Sam Smith’s album “Lonely Hour” increased 721% after winning four Grammys and performing at the 2015 awards show. In the same study, Beck’s album “Heart Is a Drum,” which won the album of the year in 2015, had its sales jump by 35,000%. Clearly, even the largest of artists can reap financial benefits from the Grammys, not to mention increased streams and high positions on the Billboard charts for weeks.
Not only do the Grammys give a chance for artists to promote themselves, but they also allow less-appreciated members of the music industry to shine. Audio engineers and producers usually are not recognized by the general public when an album comes out. With the Grammys, these generally unheard voices have a chance to win awards and nominations that show their prowess in their field and can land them future jobs with record companies and artists.
Despite the Grammys’ viewership waning year by year, the reputation an artist gets from a nomination or a win still has local and international effects. According to Daniel Glass, the president and founder of Glassnote Records, venue owners are more willing to host artists after they win a Grammy. In addition, a Grammy can help artists expand into international markets, as labels may not recognize anything about the artist but know that the Grammy is a symbol of their success and capabilities. Also, a Grammy can help a performer gain an entertainment visa since a Grammy shows the artistic work and significance of the artist.
Ultimately, the entire media sensation behind the Grammys, from the nomination process to the show itself, helps highlight both the biggest stars and those hidden in the credits of the record. Regardless of whether artists think they were not given proper recognition of a Grammy or think that Grammys matter so little that they can urinate on their awards, the award ceremony gives a chance for these artists to become known in the media and the music industry.
