The Grammy awards is not about the awards, it is about the performances. The Grammy organisation exists solely to sell a TV show and advertising. Go on all the music and news websites and what are people talking about after the Grammy’s.
If you said, Metallica and their mashed up performance of “One” with classical pianist Lang Lang, then you are right.
If you said, it is people blasting Metallica’s terrible and pitchy performance of “One” then you are right again.
If you said, it is people applauding Metallica’s performance, then you are right again.
That is why after the Grammy’s, Metallica got a 125% boost in Spotify streams for the song “One”. So if they had 100,000 streams the previous week, they had 225,000 streams after their Grammy performance for their song “One”. Overall, across their whole catalogue, their Grammy performance gave them a 63% increase.
Heard anything about the actual winners in the Best Metal category. Who was it again? Who won the Metal award?
To prove my point, look at the Daft Punk performance of “Get Lucky”. Their performance of “Get Lucky” included Stevie Wonder and a large portion of Stevie’s song called “Another Star”. Guess by how much that song streams increased by on Spotify after the Grammy performance?
Did you say 635%?
Yep, spot on. Was Stevie Wonder nominated for anything?
Okay that was a trick question, he was part of two nominations. A massive group nomination for Best Musical and a nomination in the R&B category for a song that he featured in. However no other song performed at the Grammy’s got even close to the percentage increase experienced by Stevie Wonder on Spotify.
When you carry out a performance in front of 28.5 million U.S viewers, it is bound to get a reaction. Metallica and their management team know this. Credit Cliff Burnstein. A good manager is the difference between the haves and the have-nots. And that is what Cliff is. A good manager.
So what about the winners of the metal category. “God Is Dead?” from Black Sabbath didn’t get much traction after the awards. Out of mind, out of sight is what I say.
But back to Metallica.
You see while Keith Urban and Beyonce played some of their new stuff that no one cared about, Metallica played what the people wanted to hear. They used that exposure to remind people, why they care about them in the first place. They didn’t try to promote something recent or a special new song, written for the Grammy’s. They played “One” goddamn it. Even though I didn’t really like the mash-up, it was still Metallica, playing a signature tune that is 26 years old.
Who cares about the categories? There are too many of them anyway, so no one cares about who wins. The artists that do win at the Grammy’s are the ones that perform. And the Grammy for Best Metal Performance goes to Metallica once again.