From streams to Grammys: How social media helped in shaping 2025 Grammy winners

Introduction: The Grammy Awards in the age of social media

The 2025 Grammy Awards showcased not just musical excellence but also the undeniable power of social media in shaping the music industry. Gone are the days when radio airplay and traditional press solely dictated an artist’s success. Today, platforms like TikTok, Instagram, and X (formerly Twitter) play a pivotal role in determining which songs trend, which artists break through, and even which moments define the awards show itself.

From viral song challenges to influencer-led promotions, social media has become the ultimate amplifier for music. The artists who took home Grammys this year weren’t just recognized for their talent, they mastered the art of digital engagement. Let’s explore how social media played a crucial role in the success of this year’s Grammy winners and why it has become the ultimate catalyst for music promotion.

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How social media influences Grammy wins

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The TikTok effect: How viral moments drive music success

One of the biggest game-changers in the music industry is TikTok. The platform has turned unknown artists into overnight sensations and helped revive older tracks by introducing them to new generations. Songs that gain traction on TikTok often translate into Billboard chart success, millions of streams, and, in many cases, Grammy recognition.

Take Kendrick Lamar’s "Not Like Us," which won Song of the Year and Record of the Year. While Lamar’s reputation as a top-tier rapper certainly contributed to the song’s success, social media played a crucial role in keeping it relevant. The song, which addressed rivalries in the rap industry, quickly became a viral talking point across platforms. Fans dissected lyrics, created memes, and fueled debates, ensuring that "Not Like Us" remained a trending topic long after its release.

• Why this matters: The Grammy voting body has increasingly acknowledged how songs resonate with audiences beyond traditional metrics. If a song is dominating social media, it has a higher chance of being recognized by award committees.

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Doechii: Blending rap and social media culture for best rap album

Doechii made history as the third woman ever to win Best Rap Album, marking a major milestone in her career. But her rise didn’t happen overnight, she strategically used Instagram, TikTok, and X to cultivate a fanbase that resonated with her boundary-pushing artistry.The Recording Academy has acknowledged the role of social media in recognizing artists like Doechii, highlighting its influence on the music industry and the recognition of artists across various genres.Her bold personality, viral freestyles, and genre-blending sound made her one of the most talked-about artists leading up to the Grammys. When she took the stage to accept her award, her emotional speech went viral, reinforcing her impact not just in music, but also in inspiring the next generation of artists.

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• Why this matters: Social media enables genre-fluid artists like Doechii to build audiences beyond rap’s core listeners, creating cross-genre appeal and wider recognition.

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Beyoncé’s "Cowboy Carter": a social media phenomenon

‍Beyoncé’s “Cowboy Carter” took home Album of the Year, making history as her first win in the category and cementing her as the most-awarded artist in Grammy history. But beyond the music, it was the cultural conversation surrounding the album that made waves.The album’s unexpected fusion of country and pop sparked heated debates on social media. Fans and critics alike questioned whether the genre’s gatekeepers would accept Beyoncé’s foray into country music, leading to widespread engagement across TikTok and X. Notably, a viral moment occurred when country star Kacey Musgraves’ reaction to Beyoncé winning Best Country Album was caught on camera, sparking thousands of memes, reaction videos, and discussions about genre representation. Additionally, Beyoncé's 'Cowboy Carter' also sparked discussions about the Best Country Song category, highlighting the eligibility of songs and their songwriters.

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• Why this matters: Social media ensures that conversations surrounding artists and their music stay alive long after an album is released. The more people talk about an artist, the more likely they are to remain in the Grammy spotlight.

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Social media and the next generation of Grammy winners

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Sabrina Carpenter: best new artist and the power of TikTok

‍Rising pop star Sabrina Carpenter was among the nominees for Best New Artist, and her journey to the Grammys was fueled by an active presence on social media. Carpenter’s blend of humor, relatability, and engaging content on TikTok and Instagram helped her connect with millions of fans.Her album was also recognized in the Pop Vocal Album category, highlighting its significance within the music industry.A perfect example was her viral red carpet moment, her diamond-studded gown became a trending topic, with fans and fashion critics analyzing every detail. While this may seem unrelated to music, moments like these add to an artist’s visibility, ensuring they remain relevant in conversations leading up to major awards.

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• Why this matters: In today’s digital era, talent alone isn’t enough. An artist’s ability to engage with audiences and maintain a strong social media presence plays a crucial role in industry recognition.

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Benson Boone: TikTok’s favorite rising star

‍Benson Boone’s journey from TikTok sensation to Grammy-nominated artist is a testament to how social media is shaping modern music careers. His emotional ballad "Beautiful Things" became a viral hit on TikTok, where users created millions of videos using the song to soundtrack heartfelt moments. This organic engagement catapulted the track to the top of streaming charts, earning Boone his first Grammy nomination and proving that TikTok remains one of the most powerful tools for music discovery.

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• Why this matters: Social media allows artists to bypass traditional gatekeepers and connect directly with audiences, turning viral moments into mainstream success.

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Teddy Swims: redefining soulful pop through online engagement

‍Teddy Swims’ Grammy recognition in Best Pop Vocal Performance highlights how authenticity and digital storytelling can drive an artist’s success. Known for his powerful voice and heartfelt covers, Swims built a massive online following before breaking into the mainstream.His intimate social media performances, -often filmed in stripped-down settings— helped fans connect with his music on a personal level. This grassroots approach not only led to viral success but also built a deeply loyal fanbase that pushed his original songs into Grammy territory.

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• Why this matters: Social media gives artists a direct line to their audience, making traditional promotional tactics less necessary when raw talent and relatability shine through.

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Artists leveraging social media for critical acclaim

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Charli XCX’s "Brat": Redefining pop through social media

‍Charli XCX has long been known for her boundary-pushing pop music, but her album "Brat" took things to the next level. What set Charli apart this year was her ability to integrate social media into her music rollout seamlessly.Her fans actively participated in the album’s promotion by creating their own content, discussing the themes of the album, and amplifying her music organically. TikTok challenges, fan theories, and in-depth breakdowns of her lyrics kept "Brat" at the forefront of digital conversations.

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• Why this matters: The Grammy voting process is shifting, it now favors artists who not only create great music but also spark cultural conversations that resonate with audiences.

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Chappell Roan: A bold voice amplified by social media

‍Chappell Roan made headlines at the Grammys, not just for her music, but for her bold statements on the industry. Her speech, in which she called out the lack of support for young artists, quickly went viral, leading to intense discussions about the struggles of emerging musicians.Her authenticity and willingness to speak out resonated with fans, proving once again that social media isn’t just for promotion, it’s a tool for advocacy.

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• Why this matters: Artists who use their platforms to address real industry issues often gain traction, leading to higher engagement and more attention from the industry. 

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Social media’s role in award show narratives

‍The Grammys aren’t just about the winners, they’re about the viral moments, the controversies, and the cultural impact that unfolds in real time on social media.The Grammy Awards telecast has adapted to include more social media-driven content, incorporating pre-telecast awards to manage the number of categories presented during the main broadcast.Taylor Swift’s red carpet impact at the 67th annual Grammy AwardsTaylor Swift is no stranger to trending on social media, and this year’s Grammys were no exception. Her striking red mini-dress became an instant favorite among fans, sparking fashion discussions and reinforcing Swift’s ability to dominate online conversations effortlessly.This kind of social media momentum translates into continued chart success, higher streaming numbers, and stronger Grammy recognition.

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• Why this matters: Social media ensures that artists remain in the public eye before, during, and after award season, strengthening their position in the industry.

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Conclusions: Embracing the Social Media Revolution in Music

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The 2025 Grammy Awards have highlighted a transformative shift in the music industry, where social media platforms like TikTok, Instagram, and X play a pivotal role in shaping musical success. Artists who excel in digital engagement not only captivate their audience but also enhance their prospects for industry recognition and accolades. From viral challenges to influencer collaborations, social media has emerged as a crucial amplifier for music, redefining how artists connect with fans and how their work is perceived by the Grammy voting body.

This year's Grammy Awards had a significant impact, with notable moments such as Lady Gaga's powerful performance and speech advocating for marginalized communities. Her collaboration with Bruno Mars on 'Die With a Smile' was a highlight, and her speech addressed issues of diversity, equity, and inclusion, reflecting the ongoing controversies related to representation and bias within the music industry.

The stories of artists like Kendrick Lamar, Doechii, and Beyoncé underscore the importance of leveraging social media to spark cultural conversations and maintain relevance in the ever-evolving music landscape. The power of social media extends beyond mere promotion, offering artists a platform for advocacy and personal expression, as seen with Chappell Roan’s impactful Grammy speech.

As we look to the future, it’s clear that the artists who will dominate the music scene are those who craft not only exceptional music but also viral moments that resonate with audiences worldwide. For musicians and marketers alike, embracing social media is no longer optional; it is essential for driving conversations and achieving sustained success.

Influencers and brands looking to harness the power of social media in the music industry can benefit from partnering with Influur. As a leading platform, Influur helps brands connect with influential voices in the music community, enabling them to create impactful campaigns that resonate with target audiences. Whether you’re an artist aiming to boost your digital presence or a marketer seeking to engage with the music-loving audience, Influur provides the tools and expertise needed to succeed. Schedule a demo today to discover how Influur can elevate your brand’s social media strategy and drive meaningful engagement in the music industry.

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FAQs: Key Insights from the 2025 Grammy Awards

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\What role did social media play in the 2025 Grammy Awards?

Social media platforms like TikTok, Instagram, and X were pivotal in shaping the success of artists at the 2025 Grammy Awards. They served as amplifiers for music promotion, helping artists engage with audiences and maintain visibility.

How did TikTok influence Grammy wins?

TikTok has become a game-changer by turning unknown artists into sensations and reviving older tracks. Viral moments on TikTok often lead to chart success and Grammy recognition, as seen with Kendrick Lamar’s "Not Like Us."

Why was Doechii's Best Rap Album win significant?

Doechii made history as the third woman to win Best Rap Album. Her strategic use of social media helped her cultivate a fanbase, highlighting social media's influence on artist recognition across genres.

What made Beyoncé’s "Cowboy Carter" a social media phenomenon?

Beyoncé's "Cowboy Carter" sparked cultural conversations due to its fusion of country and pop. Social media engagement around the album fueled its success, making it a trending topic and contributing to her Album of the Year win.

How did Sabrina Carpenter leverage social media for her Grammy journey?

Sabrina Carpenter used TikTok and Instagram to connect with fans, blending humor and relatability. Her social media presence helped her gain visibility, contributing to her nomination for Best New Artist.

How does social media impact Grammy voting?

The Grammy voting process is evolving to favor artists who create cultural conversations through social media. Engagement beyond traditional metrics is increasingly acknowledged by the Grammy voting body.

What are the key takeaways from the 2025 Grammy Awards?

The 2025 Grammy Awards underscored the importance of social media in the music industry. Successful artists leveraged digital engagement to spark conversations and maintain relevance, with social media serving as a platform for advocacy and personal expression.

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