Outdated or Protest?
I n the music industry the Grammy’s is among if not the most celebrated awards show to be publicized. Winning a Grammy is a very big deal not only for artist who toil day and night in the studio and during performances but also for the fans who stan a never ending support system for nominated artist.
In a just-published piece by the New York Times, Grammys producer Ken Ehrlich confirmed that Drake, Kendrick Lamar, and Childish Gambino had all declined invitations to perform at the 61st Grammy Awards this weekend. Performance is one thing but attendance is another. Drizzy showed up just to collect his Grammy Award and give a speech. He existed after his acceptance speech.
So why are musical icons like Drizzy, Kendrick Lamar, Childish Gambino, and Ariana Grande among others like Jay-Z and Beyonce have lost such an interest in the spectacular night? One guess is that they have been giving the Grammy’s the protest treatment and the other is that they have evolved far behind doing music for the opportunity they feel deserves no validation. They are all highly recognized for their accomplishments in the musical field as well as the business field. Maybe they have lost the challenge for competing because their music will always be a part of the Grammy’s hence their greatness.
In all four cases, with the rise of social media and owning a bigger share of the music, royalties, brand & promotional platforms artist of all genres are signaling that the Grammys flex isn’t that important as it once use to be to sell well another million copies of a project. The acknowledgment of the academy is less important as it does not or does little to affect performance events in a world of social media as Drake stated in his acceptance speech having your fans stick by you is more important than a Grammy Award.