Grammy Awards Gain Increased Viewership With the Help of Performers Like Beyoncé
Sisario, Ben, “At Hot Contest, Cool Beyoncé Is a Dynamo but Never a Diva,” New York Times, February 1, 2010
The Sunday, Jan. 31 Grammy Awards had the highest ratings since 2004 due to the increase in live performances. Lady Gaga, Beyoncé and Pink were among the artists featured during the awards show, which had 25.8 million viewers, according to preliminary numbers from CBS.
Beyoncé won the most Grammy awards for any woman since the show premiered 52 years ago. She has long held the role of “pop’s all-purpose, offend-no-one idol” and is seen regularly on the red carpet and magazine covers. She even participated in and performed at President Obama’s inaugural celebration last year. Additionally, Beyoncé works strenuously to promote herself on every media platform available. The video for “Single Ladies (Put a Ring on It),” which was the winner of song of the year at the Grammys, was frequently used on fans’ YouTube videos. Beyoncé “was rewarded for her talent but also for being a no-drama kind of person,” said radio host and author, Farai Chideya.
According to Neil Portnow, the Recording Academy focused on recruiting younger and female musicians, like Beyoncé, to perform at the Grammy Awards. This resulted in a different demographic for the about 12,000 music professionals who vote in the awards because older legends, such as Ray Charles and Herbie Hancock, have dominated the stage in previous years.
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