This Sunday is one of the biggest nights of the year for music – the 59th Annual Grammy Awards.  Not only will the show feature live performances by many of today’s biggest artists, but it will crown the top of the top in popular music.

Even before awards are given, the number of nominations per artist give a good indication of who will have a big night Sunday.  Beyoncé leads all artists with a whopping nine nominations.  Close behind are Rihanna, Kanye West, and Drake each with a total of eight nominations.  Adele came in a bit lower with five total nominations, but as with Beyoncé, she was nominated for the “big 3” – Album of the Year, Record of the Year, and Song of the Year.

Whoever ends up winning the major – and most – awards will have obvious implications within the music industry, but also provides opportunities for marketers.  Certainly having a Grammy-winner as a spokesperson can be a benefit for a brand, but for all but a few large brands it is not necessarily possible.

But there are other ways to access the audience of a musician.  For example, here at AffinityAnswers, we build audiences (available as ODC / BlueKai segments through most buying platforms) based on the social affinities of 400 million consumers.  So, not only can we build an audience segment for Grammy nominees like Beyoncé and Adele, but we can also determine what other musicians, celebrities, TV shows, movies, and even brands to which these audience segments would be receptive.

Let’s take a look at five of the top Grammy nominated performers.  For these artists (along with 60,000 other entities such as brands, TV shows, movies, athletes, franchises, etc.) we track the active social interactions of their audience.  We also track other entities that this audiences interact with, and then measure the social affinities between the two entities using our TrueAffinity™ algorithm and 0-to-10 scoring process. Below is a table showing three of the top brand affinities for Beyoncé, Adele, Rihanna, Kanye West (finally – a last name!), and Drake.

Each of these brands has a high TrueAffinity™ score with the associated music audience.  This means that the audience of the musician is statistically more likely to be receptive to messages from the brand.  And the beauty of TrueAffinity™ is that it captures organic relationships, as well as paid ones; Puma is an additional high-affinity brand for Rihanna (as well as Drake and Beyoncé).

Want to learn about the audience segments currently available via ODC that would be best to extend your brand’s reach, while maintaining relevance?  Check out our ActivationPlanner app.  Or just send us an email at audiences@affinityanswers.com, and we can create a custom audience segment for you.