Who are you excited to see perform the #GRAMMYs tonight?

The #GRAMMYs saw a spike in negative sentiment following zayn's tweets. Abel Tesfaye added to this by pledging to no longer submit music. Fans gave their support online, dropping sentiment -37.9% March 9-10th but it's rebounded to 74% approaching tonight's show.

The social media engagement numbers for the #GRAMMYs Song of the Year Nominees! Conversation is everywhere as we get closer to the unveiling of the winner! #UConnDMD

In the past 7 days, Mickey Guyton has accumulated over 7,000 conversations on social media with over 60,000 engagements as she makes history for being the first black solo female artist to be nominated in the country music genre. #GRAMMYs #UConnDMD

Whether billie eilish would take the #GRAMMYs award for solo pop performance over her idol Justin Bieber has been settled with... Harry Styles. taking the crown tonight with "Watermelon Sugar" #UConnDMD

#BTS made history tonight as the first K-Pop group nominated for a #GRAMMYs award. After their loss, fans have not been afraid to share their opinion, and the hashtag #SCAMMYS is trending with over 215k mentions and 6.4 million mentions of the group as a whole today. #GRAMMYs

Us after every #GRAMMYs performance 👏🏼👏🏼 Trevor Noah

Over the past month, we are seeing an increase in engagement for Silk Sonic, the new group formed by RnB superstars Bruno Mars and ellie, going from 76.4k engagements to 152,800 leading up to tonight. #Grammys #UconnDMD

When comparing mentions of "Taylor Swift", "Beyonce", and "Dua Lipa" related to the #GRAMMYs , we see that Beyonce is leading in number of mentions. However, discussion about Taylor Swift currently has greater engagement. #UConnDMD

Today’s the day! Support DMD via #UConnGives today and tomorrow to help us provide the best for current and future UConnDMD students. Use this link: s.uconn.edu/uconngivesdmd

Today The Academy turned on the website that allows its 9,362 members to cast their votes for the Oscars online. UConn SMACC will be broadcasting live on the UConn Digital Media & Design Youtube Channel Sunday 4/25 with social media analysis…

Join us live Sunday 4/25 at 6pm EST on the UConn Digital Media & Design YouTube Channel for all the buzz heading into the The Academy Awards! Featuring John Murphy, Nikki Stier Justice, special guest Mandy Rodgers, and our SMACC student team! youtube.com/watch?v=OfhBR-…

There's still time! Make your #Oscars predictions now.

We are ready! #Oscars Join us live on YouTube at 6pm EST: youtube.com/watch?v=OfhBR-…

Viewers watching this year’s Miss USA contest have expressed their sadness as Miss Nevada, the pageant’s first transgender contestant, has not made it to the Top 16. The conversation surrounding Miss USA has been documenting this year’s diversity and Miss Nevada’s historical win.

The pre-pageant conversation was dominated by male users. This conversation share quickly adjusted as the live show began and the female conversation began to slowly take over. #UConnDMD #UConnSMACC #missusa2021

Miss USA did a sponsored Instagram post with SWAY Energy Drink on Nov 10th. Since then SWAY Energy's Instagram likes and comments have increased. SWAY Energy Drink's post on Nov 17th received a total of 668 likes, when prior posts ranged from 300 - 400 likes. #UConnSMACC #MissUSA

Partnering with Miss USA to be their presenting sponsor, cosmetic company Senegence works to empower women. Senegence’s social presence leading up to the event however lacks support of an otherwise positive initiative, only using Instagram stories to promote content last night.

An initial spike occurred from an accumulation of conversation during the live show, while the second spike comes from news sources that are reporting on the winner of Miss USA. The female conversation share also shifted from a 38.9% to 54.7% by the end of the night. #UConnSMACC

From 8:00 to 9:00 last night there was a 373% increase in conversation surrounding Miss USA. This spike made up 25% of the conversation surrounding the competition in the last 24 hours. #UConnSMACC #MissUSA