The 67th annual GRAMMY Awards were held in Los Angeles on Sunday, February 2, 2025, in the wake of wildfires that decimated several of the city’s neighborhoods in mid-January. The rebuilding process for Los Angeles will no doubt be lengthy, but the GRAMMY Awards telecast offered a bit of hope: the GRAMMYs drove fundraising for charities and nonprofits helping the Los Angeles community, and has since announced more than $9 million USD was raised during the show.
Individuals donate for a multitude of personal reasons but, when looking at the GRAMMYs audience as a whole, our Luminate Insights consumer research data shows that fire prevention and climate change are two causes that hit home for this audience. In fact, 39% of respondents who said they plan on watching the GRAMMYs said they care about wildfire prevention & safety, and this group is 41% more likely to say they care about climate change compared to the general population.
Additionally, Variety reports that 15.4 million viewers tuned into the GRAMMYs this year on CBS while the network noted that over 102 million social interactions were tracked for the show.1 This sort of attention can bring renewed interest to hit songs and awareness to emerging artists. When analyzing the U.S. On-Demand Audio (ODA) streaming of the show’s winners and performers for the Monday after the show compared to the show date (2/3 compared to 2/2), five artists jumped more than 50% in day-over-day streaming.2 This group, led by Florida rapper Doechii, is entirely made up of women and spans multiple genres. Doechii saw a +187% ODA streaming gain on Monday with +5.9 million ODA streams after she performed on the show and won Best Rap Album for Alligator Bites Never Heal.
The Luminate 2024 Year-End Music Report highlighted the impact of female Pop artists driving their genre to the fastest-growing last year. This data continues that trend while expanding to new genres as the streaming of female artists continues to grow.
SOURCE:
Luminate Music Consumption Data
Luminate Insights Consumer Research Data
1 Variety
2 Filtering for artists with a day-over-day volume gain of at least 150k U.S. ODA streams on 2/3/25 over 2/2/25
