I don’t know about you, but didn’t the Grammy Awards seem completely sanitized this year? And I’m not talking about CBS’s nudity and obscenity memo. Sure, there was less skin and outrageousness (which meant my 8-year old daughter could watch the first few minutes…), but there wasn’t anything that was a “Grammy moment”. 90-minutes in, even after Justin Timberlake’s “Suit n’ Tie” throwback, I was still looking for it. Is it that there are so many music shows on tv (The Voice, Idol, X-Factor et al)…with the occasional riveting personal, underdog story that makes the Grammy stuff feel kinda like MySpace –once all that and some serious dial-up, but now so “a thousand yesterday’s ago”?
And here’s the Grammy’s conundrum: How can it change to be better? The show has all of the same, high-quality producers it’s had for years. Which is probably the problem. Although, even new producers (or hosts and their writing teams), with magical, creative ideas to shake up a show often run up against the organization holding the event (The Grammys, CBS, The Oscar folks, etc..).
Ask Jon Stewart and Chris Rock. I saw both them in the middle of their week leading up to hosting the Oscars and I could just tell the pressure being brought to bear by the Academy. It is the Oscars’ sandbox, make no mistake about it. They have the toys in the sandbox you can play with and you might be able to bring one or two of your own. And if you do, the organization has to approve your toys. And if they do, you probably won’t be allowed to play with your toys the way you usually do.
Speaking of hosts and to see how behind CBS and The Grammys are, I’m watching LL Cool J come out of a commercial break and talk about reading “all of your Tweets backstage”. THAT is how CBS believes it’s staying relevant to what’s hip, happenin’ and in the social zeitgeist.? It’s completely and utterly laughable.
There are a million ways to integrate the Tweets in a very cool interactive way. But that’s not going to happen anytime soon…as I’m sure most of the old school producers on these shows don’t even have a Twitter account. Or, if they do, they just got it and have minimal tweets.
By the way, if my 8-year old daughter is bored (and she’s watching only because I have the it on) and my 19-year old NEVER watches it, where is CBS going to get its viewers in the future as the older ones die off or go away and the new generation hasn’t a clue what the Grammy Awards are or care?
Here’s the answer, they’re not. Here’s your statistical proof: Bruno Mars, say a decade ago, would have needed a boost from a Grammy performance as, say, Ricky Martin did back in the day, to get buzz generated and to reach a large audience. Not today.
Bruno Mars performed his hit, “Locked Out of Heaven” on the show. That video has more than 93-Million views. About 65-70-Million more than the Grammy Awards will get tonight. That’s just one artist.
They no longer need the Grammy Awards show. They don’t need a network. They are their own network. The shift of musical power continues to swing back to the artist. Anyone remember A&R men?