Online Sentiment for Grammys 2012

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Ah, The Grammys. That annual chance for us to wonder aloud about who half the nominees are and whether that is their real name. Of course, there is a bit more to watch for, especially for those of you that are up on pop-culture: the performances! The presenters! The insane outfits! There is always lots to discuss the next day and Sunday’s ceremony delivered on that -but what specifically got people talking?

Because The Grammys is often a passionate event- people freely emote about them, everyone LOVES or HATES the performances/artists/acceptance speeches- I thought it would be interesting to look at them through the lens of sentiment. Instead of just seeing how much the people of the internet had to say, let’s also take a look at how positively or negatively they viewed the notable things that occurred.

Pulling up the Visible Intelligence® platform and looking at sentiment around the Grammys, these were the frequently referenced topics common to both negative and positive statements:

The Grammys heads the list, as that is what every comment had in common, but it is followed by Adele, who swept the evening with six wins, and Nicki, referring to Nicki Minaj, who had a memorable entrance and performance. The term #redcarpet is also up there, as people tweeted their (surely very emotional) reactions to wardrobe choices, but we are going to focus on the two people that inspired the most response. And so the event boils down to two emotionally charged topics: Adele and Nicki Minaj:

[Share of voice: Adele wins another thing!]


Sweeping all six categories she was nominated in, Adele had a good night! As the chart shows, talk about her increased as the night wore on, spiking on the red carpet, then as she won, again as she performed and as she won her final Grammy.

Sentiment about Adele was mostly neutral (grey) throughout the night, but there is a sizable positive (green) spike during her performance.

Nicki Minaj

Unfortunately for Nikki, she was not so well received. People had opinions, many of them less then nice, about her entrance (on the arm of a curiously dressed gentleman), her performance, and her outfit. She topped the negative sentiment list, meaning that of all negative reactions collected, Nicki Minaj was the most common topic.

Looking at volume of talk over time, conversation peaks while Minaj is on the red carpet and again during her on-air performance.

The next chart looks at sentiment-based chatter during these times, with green representing positive and red, negative. There is a little spike of negative sentiment while Nicki is on the red carpet and then a very large one during her performance. People had many thoughts as the night progressed:

Were Adele and Nicki the stars of the show? What was most notable about the 2012 Grammys for you? As we head into the final stretch of Awards Season, it will be interesting to see whats next. Bring on the Oscars!


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