Authors

Wai Yu Mok

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Abstract

Articles like “The Death of Award Shows: Do People No Longer Care?” or “And the Loser Is...: Are Music Awards Shows in Crisis?” are widespread on the internet, criticizing the diminishing significance of music award shows beyond their cultural impact (Epigram Music, 2022). Exploring the impact of music award shows on digital cultural goods like streams and social media engagement lacks systematic and data-driven research. Bridging this gap involves comprehensive studies on music shows across countries with varying levels of industry development, promoting comparison and knowledge-sharing beyond geographical boundaries. This research evaluates the influence of major music award shows on artists' streaming performance and social media presence, using statistical data from 2022 to 2024. It focuses on three geographic regions: the U.S. (The Grammy Awards), Taiwan (The Golden Melody Awards), and Hong Kong (The Ultimate Song Chart Awards Presentation), each with unique music dynamics. The study includes survey results to understand awareness and post-award show streaming behavior. The findings aim to provide insights into fostering sustainable relationships among award show academies, artists, labels, commercial partners, recording companies, and other stakeholders. The research concludes that music award shows continue to hold substantial influence over streaming and social media, albeit with varying degrees of impact depending on the region, category of award, and the artist's prior standing. These events remain crucial cultural markers and drivers of commerce, adapting to the evolving digital landscape and audience interests.

Publication Date

7-1-2024

Campus

Valencia (Spain) Campus

Keywords

research project, music award shows, digital good, streaming, social media

Research Paper on the “Award Show Effect” of East & West: Influence of Artist’s Nomination and Winning on their Streaming and Social Media Profile

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