Diversity, Marketing, and the Grammys

While the Grammys were able to pull off their 63rd award show in the middle of a pandemic, it was their lowest watched award show since they began, according to Deadline. However, COVID is not the main contributor to their poor tune in on Sunday night, lack of diversity has followed the Grammys for years, but this year it came to a boiling point.

Music, I feel like, is something that has always brought people together no matter the circumstances. This past year you had Lil Baby’s The Bigger Picture, Yo Perreo Sola by Bad Bunny, and Blinding Lights by The Weeknd, as some of the most listened to songs of 2020. Especially this past year music has brought people together like never before. People usually look towards the Grammys as a time to see these impactful artists and songs get their chance to shine, as the Grammys are arguably the most prestigious music award show. They have been called out before for their lack of representation and diversity, and they have promised to fix it before, but when artists like The Weeknd, ZAYN, and Nicki Minaj - to name a few, start a boycott of the Grammys, you’re really already too late.

The Weeknd was one of the first artists to boycott the Grammys and draw attention to their lack of inclusion. The Weeknd’s song Blinding Lights had a spectacular year since coming out in late November of 2019. The song only grew in popularity in 2020 and broke multiple records. How is it that he did not even receive a single nomination?

South Korean boyband BTS were also snubbed at the Grammys, and many believe it is because of xenophobia. Despite being the world’s biggest boyband right now, their song Dynamite lost to Lady Gaga and Ariana Grande’s Rain on Me in the best pop duo/group performance category, even though the numbers clearly showed Dynamite being the bigger song. Tons of people took to social media to call out the Grammys and how they marketed this year’s show. From Twitter’s point of view (including my own account) I could see the Grammys promoting this show with teasers and promises of BTS and Doja Cat performing and they were really "hyping them up" on social media. Many felt that they should have at least walked away with an award, with all the free promo and fans they brought to the show.

No one is mad over the fact that they didn’t win an award, well maybe they are, but the place where people are coming from is basically; don’t market your show with an artist/group’s face plastered all over it only to “snub” them, the Grammys know who is going to win, yet market the way that they know will let them win. Like mentioned earlier, this was the show’s lowest TV rating ever, and if they keep showing traces of xenophobia, racism, and lack of inclusiveness, they’re only going to lose more artists as well as more fans.

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