The Music Awards Effect: Bump or Bust?

Don’t call it a comeback: This week, the VMAs wrapped and the CMAs dropped their noms, but do the ceremonies even matter to an artist’s bottom line? Let’s dive into Missy Elliott’s data and see.... chartmetric.com @chartmetric #chartmetric #dataallday #musicbusiness #musicindustry #musicnews #vmas #missyelliott #cmas

  • Highlights  
    • Don’t call it a comeback: This week, the VMAs wrapped and the CMAs dropped their noms, but do the ceremonies even matter to an artist’s bottom line? Let’s dive into Missy Elliott’s data and see.
  • Mission   
    • Good morning, it’s Rutger here at Chartmetric with your 3-minute Data Dump where we upload charts, artists and playlists into your brain so you can stay up on the latest in the music data world.
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  • Date
    • This is your Data Dump for Friday, August 30th, 2019.
  • The Music Awards Effect: Bump or Bust?
    • With the VMAs wrapping and the CMAs dropping their noms this week, the ceremonies grabbed a lot of headlines, but what exactly does that mean for artist success? 
    • Missy Elliott’s highly anticipated return and long overdue recognition with both an electrifying performance and also a gracious acceptance of MTV’s Michael Jackson Video Vanguard Award at Monday night’s VMAs should offer the perfect case study as we look forward to the 53rd Annual Country Music Association Awards in November.
    • While she’s been workin’ it since the late ‘90s and even late ‘80s, Elliott’s Super Bowl halftime performance in 2015 had some youngsters thinking she was a new artist on the verge of blowing up.
    • Those in the know had to flip it and reverse it on the younguns to let ‘em know about her four wins and 22 nominations at the Grammy Awards, her 30 million records sold in the U.S. and status as the best-selling female rapper in Nielsen Music history (as of 2017), and her history-making induction into the Songwriters Hall of Fame this year — the first female rapper ever!
    • With her surprise Iconology album release last week and this week’s VMA-driven visibility, do the data say comeback or consistency?
    • It really depends what data sources we’re talking about.
    • For an artist like Elliott, whose streaming numbers have consistently been on the incline since the beginning of the year, this awards ceremony doesn’t appear to have made much of a splash.
    • Elliott’s daily Spotify follower change has generally hovered at around 700, bringing her from 922K on Jan. 1, 2019, to 1.1M on Aug. 29, 2019.
    • Save for a minor dip in March, her Spotify popularity has generally been on the upswing from 76 on Jan. 1, 2019, to 79 on Aug. 29, 2019.
    • The lowest it got was 73 — so not much variation at all.
    • But the behavior of her social media growth tells another story.
    • On Instagram, Twitter, and Wikipedia, we see a dramatic spike in followers and views — most significantly around her VMAs appearance.
    • On Insta, from Thursday, Aug. 22, the date of her album release, to Monday, Aug. 26, her daily change in followers jumped from 2K to 15K.
    • Following her VMAs appearance, however, that daily change spiked to almost 42K.
    • There’s a similar pattern on Twitter, where Friday and Saturday gave her a 3K daily follower increase, up from low to mid hundreds, and following her VMAs appearance, she shot up to around 6K
    • The music awards effect is perhaps the most pronounced when it comes to Elliott’s daily Wikipedia views, which have hovered between 2K and 5K since the start of the year.
    • Last Thursday, on the day of her album drop, however, that number almost reached 33K. 
    • On Monday, the night of the VMAs? Almost 150K.
    • So, at least with an artist as influential as Missy Elliott, a big music awards moment could lead to a big bump in social relevancy, even if that same artist might not see quite as much volatility in their streaming data.
    • As we edge nearer to the CMAs, where Maren Morris and Lil Nas X are the big standouts this year, let’s see if the same trends follow suit.
Outro
  • That’s it for your Daily Data Dump for Friday, August 30th, 2019. This is Rutger from Chartmetric.
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  • Happy Friday, have a great weekend, and we’ll see you next week!
2019 Chartmetric