#TheWorldIsListening: The social media buzz around the 2013 Grammys
The biggest night in music has arrived and you can get updates from the comfort of your couch thanks to social media.
No longer do you have to wait for the six o'clock news to find out the award-winners, with social networks such as Twitter delivering real-time updates – sometimes from the Grammy-nominees themselves!
Awards shows such as the Grammys demonstrate the shift toward more social media-friendly content, with the group organising their own Twitter page to keep their followers – which number over 620,000 – updated with the latest on the red carpet and the ceremony itself.
This year's theme is #TheWorldIsListening, with the hashtag plastered on Grammy posters, encouraging engagement and activity on its social networks.
"Fans are more passionate than ever about being part of an engaged music conversation," said Evan Greene, chief marketing officer for The Recording Academy.
"GRAMMY Live provides access to exclusive GRAMMY Week content, and allows fans to connect with each other, as well as follow their favorite artists."
Executive vice president and general manager of Entertainment, News and Sports for CBS Interactive Marc DeBevoise added that they aimed to deliver a digital experience that was worthy of music's biggest night.
"Judging by the 13 million social comments and one million unique viewers that tuned in to GRAMMY Live online and on mobile devices last year, fans want a second-screen experience that brings them closer to their favorite musical acts and gives them an opportunity to truly take part in GRAMMY events," DeBevoise said.
Twitter posted in its blog on February 8 that this year's Grammys "promises to be its most social yet", with iPads stationed around the Staples Center allowing award winners and presenters to Tweet photos of their Grammy moments backstage and on the red carpet.
Posted by April Revake.