Grammy Glow-Up: Streaming Soars for Winners and Viral Hits

Beyonce and Blue Ivy together as Beyonce accepts her award for Album of the Year. Credit to Kevin Winter.

Los Angeles, California (February 5, 2025)- The 67th Annual Grammy Awards weren't just a night of accolades; they were a catalyst for a surge in streaming activity for both established legends and rising stars. From Beyoncé's historic win to a decade-old Fetty Wap track finding new life, the Grammys and the power of social media proved their influence on the music landscape.

Beyoncé's "Cowboy Carter" Rides High:

Beyoncé's long-awaited Album of the Year win for Cowboy Carter ignited a streaming frenzy. Luminate data reveals a staggering 595% increase in U.S. on-demand audio streams the Monday after the Grammys compared to the Monday before. The victory clearly introduced Cowboy Carter to new listeners and reignited interest among existing fans.

Big Wins, Big Streams:

Other Grammy winners also experienced significant streaming boosts. Kendrick Lamar's "Not Like Us," winner of Record and Song of the Year, saw a 74% jump. Best New Artist winner Chappell Roan's catalog enjoyed a 50% rise, with her performance of "Pink Pony Club" generating a 109% surge. Performances also proved powerful drivers, with Charli XCX's "Von Dutch" climbing 130%, Raye's "Oscar Winning Tears" up 54%, and Doechii's medley resulting in a 213% leap for "Catfish" and a 93% increase for "Denial is a River." Doechii’s Best Rap Album win for Alligator Bites Never Heal further amplified her success, with her entire catalog soaring by 182%.

Fetty Wap's "Again": A Viral Revival:

Ten years after its release, Fetty Wap's "Again" is back in the spotlight, thanks to a quirky viral trend. The "blasting Fetty Wap on the JBL speaker" meme has taken over social media, with users humorously juxtaposing the track with inappropriate settings. This unexpected resurgence translated into a 265% increase in streams for "Again" the week of January 24-30, and a 387% jump over the weekend of January 24-27, according to Luminate. Despite Fetty Wap's incarceration, this viral moment proves that a comeback is never out of the question.

'Severance' Synchs Drive Discoveries:

Apple TV's Severance is finally embracing the power of music synchronization. The show's recent episode featuring The Stone Roses' "Love Spreads" and The Who's "Eminence Front" resulted in a 78% and 27% streaming increase, respectively, for those tracks, according to Luminate. While not yet "Stranger Things" level, these synchs demonstrate the potential for Severance to become a tastemaker for music discovery.

Soca Sensation:

Yung Bredda's "The Greatest Bend Over" is heating up the winter with its infectious soca rhythms. The track has exploded in popularity, with streams jumping by a remarkable 940% between December and January. TikTok has also embraced the song, with its official sound appearing in thousands of posts. This surge in popularity highlights the growing global reach of soca music.

Grammy Night Highlights:

Beyoncé's historic win for Album of the Year was a landmark moment, solidifying her place as a music icon. Kendrick Lamar also dominated, taking home five Grammys for "Not Like Us." First-time winners like Sabrina Carpenter, Chappell Roan, and Doechii celebrated their breakthroughs, while established acts like The Beatles and even former President Jimmy Carter received posthumous awards. The 2025 Grammys proved to be a night of both celebration and significant shifts in the music landscape, with streaming and social media playing a crucial role in amplifying the impact of these wins.