With the 61st Grammy Awards just two days away (catch the show at 8 pm ET this Sunday, February 10), the internet is aflutter with speculation about the event, from the live musical performances to who will go home with the coveted golden gramophone statues. We took a look at online conversations around the Grammys from the last two days – here’s what we found:

#BTSArmy

Averaging about 46,800 mentions per hour, and over 1.1 million mentions over the last two days, the Grammys are generating major buzz, which will only increase as we head into the weekend. Notably, when we examined the two major spikes in conversation seen in the graph above, which occurred about 12 hours apart, we found the conversations were primarily focused around K-pop band BTS (their huge social media following is thrilled they are attending the show this year) and country music darling and recently-announced presenter Kelsea Ballerini.

Good Vibrations Pt. 1

Despite media attention in recent days around certain controversies related to the event, including Ariana Grande’s feud with the show’s organizers and the arrest of 21 Savage, one of the nominated artists, conversations around the Grammy’s are overwhelming positive leading up to the event, with 78 percent positive sentiment.

Good Vibrations Pt. 2

Now a key part of the way people communicate, especially on social media, we thought it would be interesting to see which emojis were trending in conversations around the Grammy Awards. Aside from a few emojis that typically skew more negative when used in conversations, most of the emojis represent typical awards ceremony items, such as cameras, trophies and music notes, or happy and excited emotions, in line with the overall positive sentiment ahead of the event.

Category Consensus

While there are 84 official categories and awards that are presented at the Grammys, the categories that generate the most buzz each year typically include Album of the Year, Record of the Year, Song of the Year and Best New Artist. We looked at conversations around the nominees in these categories over the past two days. Here are the big takeaways:

  • Album of the Year: Drake and Cardi B., each nominated for multiple awards this year, lead the pack, with significantly more mentions each than all of the other nominees combined.
  • Record of the Year: Even with a wider range of nominees than the other the categories we examined (note: some nominated songs had multiple artists), the more established and popular artists, including Kendrick Lamar, Lady Gaga, Drake and Cardi B., dominate chatter around this category.
  • Song of the Year: Shallow, sung by Lady Gaga and Bradley Cooper, overwhelmingly dominates this buzz around this category, likely benefiting from the huge success of the 2018 smash-hit remake of A Star is Born.
  • Best New Artist: Luke Combs, a country music singer and songwriter whose recent popular songs include “Hurricane,” “When It Rains It Pours,” “One Number Away” and “She Got the Best of Me,” leads conversation around this category by a wide margin.

If you liked this post, stay tuned for our post-Grammy’s analysis on Monday. For more data-driven insights, check out our Resource Center or request a demo of our platform.