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Post VMA Buzz Analysis Part 2 – The Fashion and the Finance

Yesterday I blogged about the VMA performances heard around the world. Today I am going to focus on what matters most with any award show – Fashion.

Taylor Swift looked beautiful with Great Gatsby-esque hair and many others were lovely or trendy but I really appreciated the throw back styles of a select few. Miley Cyrus seemed inspired by 2009 Gwen Stefani, because 4 years ago can be vintage.


And .25% of Miley’s conversation agrees with me about her hair. Or perhaps she longed for her younger years. Those bear suits are cozy.



While Lady Gaga referenced her own fashion trends throughout her performance I most noticed her Botticelli, Birth of Venus, ensemble, apparently so did Kevin Hart as well as .36% of  those talking about her.


And perhaps the most well-referenced outfit belongs to the man of the hour, Beetlejuice…I mean Robin Thicke. 3.6% of Robin’s conversation referenced his ghostly suit.


Ultimately, more than fans and fashion, it comes down to dollars.  So whose buzz built up their bank?

Stealthy Katy Perry ranked #1 in the iTunes charts immediately after, and over a week later she is still there followed by Robin Thicke, Lady Gaga and rounding out the top four is Miley Cyrus. The Billboard Hot 100 was a bit different. Going into the VMAs the top four ranked Robin Thicke as #1, Katy Perry in second, Miley third and Lady Gaga in sixth. And after all the hubbub week ending 9/7 (still in progress at the time of composition) the rank stands 1) Robin Thicke 2) Katy Perry 3) Miley Cyrus 4) Lady Gaga.

So if we break down the VMA analysis we have a few winners and a surprise.

  • Social chatter helped predict some of the winners (see part 1 of the blog). One’Ders banned together and provided a clear indication of who would win the Song of the Summer before the show was even under way.
  • Miley Cyrus helped accomplish what the VMAs are supposed to accomplish: get people talking. And they did, to the tune of over 300K tweets per minute, according to Forbes.
  • Robin Thicke donned truly mentionable fashion.
  • Despite not winning the social battle, when looking at social buzz between 8/25-8/27 and overlaying a purchase intent category, there were more mentions of purchasing, listening and downloading Macklemore than any of the other artists. Second were Justin Timberlake and Robin Thicke.
  • VMA performances and awards can drive sales. While the ‘NSYNC reunion was brief, it got fans buzzing before the show and also gave the band a jump of 156% sales bump.  Justin Timberlake received his Video Vanguard award and also got a gift of  a 1,876% jump for “Justified” in post-VMA sales. Not a bad night for the boy band.


So cheers to the winners, the honorable mentions and the RT’d mentions.  It was a grand ol’ show and I look forward to the shock and awe of next year.

Tags : social media

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