As the self-described “Music’s Biggest Night,’’ the 55th Grammy Awards launch Sunday night with a line-up of music’s top performers and biggest-known names, including Elton John, Prince, Justin Timberlake and Katy Perry.
However, many of the artists nominated for top awards are not as well known. Artists such as Gotye, fun., The Black Keys, Frank Ocean and Mumford & Sons are all known by less than ten percent of our national survey. While Kelly Clarkson and Taylor Swift have the largest fan bases, on a percentage basis, The Black Keys have the fan base that is most interested in attending a concert or listening to their new music.
In looking at public opinion towards the top awards nominees, we noticed that this year’s group has a noticeable skew towards female appeal. Of the eight different acts nominated in these two categories, all but Frank Ocean and Jack White have a significantly higher appeal among women than men. This stands in contrast to the male-skewing appeal of the celebrities in last week’s Super Bowl ads.
Here is a more detailed look at the E-Score for this year’s top Grammy nominees.
Figures above (except awareness) represent percentages among those aware of the artist
E-Score Music is fielded quarterly among a nationally representative sample of 1,300 respondents aged 13+
E-Score Music measures awareness, appeal and more than 45 different artist attributes and consumer music consumption preferences
Gotye (total Appeal 63%) and Mumford & Sons (total Appeal 62%) were the winners of the Record of the Year and Song of the Year awards, respectively at this year’s Grammy Awards. The Grammy voters were matching sentiments with the American public, as these artists have the highest appeal scores when compared against the other nominees in their category.