The music industry is all about its new digital stars, and the Grammys proved it

When Anna Kendrick introduced Tori Kelly and James Bay’s performance at the Grammys on Monday, she pointed out that the two musicians share something in common: They started online.

But the duo weren’t the only ones at the Grammys who came from the digital space. This year, the Recording Academy ramped up efforts to include social media influencers, reflecting an overall shift in the music industry’s attitude toward digital-first artists.

For the first time ever, the Academy turned to a number of Internet influencers to produce content across Twitter, Facebook, Instagram, Vine and Snapchat in the three days leading up to the show. They mixed among the A-list stars — including Adele, Taylor Swift and Sam Smith — walking the red carpet, posting for pictures and selfie-ing with fans.

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119 thoughts on “The music industry is all about its new digital stars, and the Grammys proved it”

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