The Grammy Awards bump and artists' backside line : NPR


Beyoncé, accepting primarily the best R&B efficiency award in the course of the 63rd annual Grammy Awards held in la in March 2021.

Kevin Winter/Getty pictures


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Kevin Winter/Getty pictures


Beyoncé, accepting primarily the best R&B efficiency award in the course of the 63rd annual Grammy Awards held in la in March 2021.

Kevin Winter/Getty pictures

The Grammy Awards — billed as “Music’s best evening time” — will get underway Sunday afternoon, when dozens of excited winners will step as a lot as a consequence of the podium to collect their prizes. Later, a quantity of massive names are scheduled to look on a glitzy stay telecast. however what do the Grammys actuall imply to nominees and winners, moneywise?

The frontrunner inside the Grammy race this yr is Beyoncé. She’s up for 9 awards, collectively with three of the evening time’s most vaunted honors: report of the yr, music of the yr, and Album of the yr. If she wins 4 Grammys this yr, she would stroll away with extra awards than anyone since this honor was based sixty five years in the past. (the current report holder is the late classical conductor Georg Solti, who gained 31 trophies.)

Having mentioned that: Beyoncé is in a realm of her personal — it would not seem possible that any extra or fewer Grammys are going to maneuver the needle for her, when it includes earnings. (Bragging rights, sure.) as a consequence of it stands, she’s already the feminine artist with primarily the most Grammys in historic previous. She simply introduced an upcoming tour that is already promoting out instantaneously as tickets are launched. final month, she did a one-hour private current in Dubai for which she was reportedly paid $24 million.

For artists and commerce workers who usually are not pretty in that stratosphere, nonetheless, worthwhile a Grammy can nonetheless matter each when it includes enhancing reputations and lining financial institution accounts.

The quantity of Grammy Awards fluctuates pretty repeatedly. New packages are launched; much less in type packages get streamlined and typically phased out. This yr, the Recording Academy, which is the non-revenue group behind the Grammys, is giving out awards in ninety one packages. a quantity of the nominees work in area of curiosity genres and areas of the enterprise, from blues to reggae to writing primarily the best liner notes.

For these people, having that Grammy seal of approval continues to be a door opener. it’d entice new audiences and generate future gigs; streaming and gross sales go up. Artists signal new recording provides or partnerships with extra influential managers. The “Grammy bump” is exact.

Take, as one event, Megan Thee Stallion. In 2019, her profession was nonetheless percolating. She had her first foremost hit that yr with “scorching lady summer season;” later inside the yr, when she stopped by NPR to carry out a Tiny Desk live performance, it was the very first time she had ever labored with a stay band in public.


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there is a case to be made that her profession, which was already on the rise, actually took off after she gained best New Artist on the 2021 Grammy Awards. She was the foremost feminine hip-hop artist to win that prize in extra than 20 years; nobody had managed it since Lauryn Hill did in 1999.

Hip-hop followers knew Megan already, however her Grammy wins, which additionally included
best Rap efficiency and best Rap music that yr, meant that she was immediately on a wider radar. By the tip of the evening time of the Grammys telecast, her digital album gross sales have been up 178% over the day earlier than, per Billboard. By the tip of that yr, she had signed a foremost-look manufacturing deal with Netflix.

final yr, a quantity of dad and mom have been shocked when bandleader and composer Jon Batiste took residence Album of the yr, the most very important prize of the evening time, collectively with 4 fully different awards. Many longtime Grammy watchers have mentioned that his win was unsurprising as a consequence of his album we’re hit a quantity of candy spots for the commonplace Grammy voters. Even so, his work was new to many music followers. in protecting with Billboard, his album gross sales skyrocketed better than 2,seven-hundred% immediately following his Grammy wins.

traditionally, there have been situations the place a Grammy win did not assist an artist in any respect. There’s an previous joke that primarily the best New Artist award is actually a curse — and that trop dates again method earlier than Milli Vanilli gained in 1990 after which have been uncovered as fakes. With the prolonged-time period successes of extra moderen winners like Adele, probability the Rapper and Billie Eilish as properly as to Megan Thee Stallion, probably that period is behind us.

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