Mumford & Sons, Ed Sheeran and Adele get Grammy boost

The British Grammy winners and performers have received a massive boost online as social media fans and video plays surged following their wins.

Adele took home the Best Pop Solo Performance, whilst folk band Mumford & Sons won the prestigious Album of the Year for Babel, the group’s second album.

Figures from Musicmetric, the global music analysts, show serial Grammy-winner Adele added almost 70,000 new fans and followers on social media platforms on Sunday, a 60% increase on her average daily fan uptake for the previous week. The Skyfall singer also saw her total video plays almost triple from 1.4million to 4 million.

Mumford & Sons also experienced huge online growth. On the day after the Grammys they picked up over 17,000 new fans on Facebook, more than quadrupling their average daily fan acquisition for the previous week.

The big winners of the night were not only the toast of the showbiz press they also saw a surge in their online profiles.

Gotye, who won the Record of the Year gong for his massive hit Somebody That I Used to Know, also saw a 44% rise in his YouTube video plays with 506,721 plays in the last 24 hours compared to 350,390 the day before.

Newcomers Fun took home the Song of the Year and Best New Artist awards. They gained over 9,000 new fans and followers yesterday, almost twice as many new fans the previous day.

“The Grammy Awards – like births, marriages and festival appearances – can have a massive impact on an artist’s social media activity. Given the shift towards digital consumption of music, it’s vital that we’re able to see exactly how and where fans interact with music. Label bosses are creating innovative new ways to drive revenue in the digital age, and having a detailed understand of the events that drive digital activity is vital.” says Greg Mead of Semetric, the firm behind Musicmetric.

Award winners were not the only artists given a social media lift by the Grammys. Following his performance with Sir Elton John, Yorkshire-born troubadour Ed Sheeran (pictured) saw a massive spike in his YouTube video plays with over 2 million plays on the day of the Grammys compared to the 660,000 plays he received the day before.

Musicmetric allows record companies to monitor the online activity of music fans. It tracks social media activity, online plays, and illegal downloads of artists’ records, and allows record companies to cross-reference this data with sales information.