According to research from digital advertising company RadiumOne, Disclosure and One Direction would be multiple winners at the Brit Awards if it was based on social media performance. RadiumOne analysed the number of stories shared about each nominated artist and group on popular music and entertainment websites, combined with how they have been interacting with their fans over the last 30 days.
One Direction’s global dominance means they top the overall league of all 38 nominees, and would take home the gongs for British Video, British Single and British Group. However, it is electronic music duo Disclosure who is the surprise package of the awards. Sitting tenth in the overall table, they would take home two statuettes in two of the most hotly contested categories – British Album of the Year, traditionally the final and biggest award of the evening, staving off competition from stalwarts including the Arctic Monkeys (12th) and David Bowie (17th). Their second award would be for the coveted British Breakthrough Act, which crucially, is voted for by the public. It indicates that their work to interact with their fans could propel them to the actual award on the big night.
Best Male and Female
The individual awards would be very hotly contested. British Male would be a tight three horse race, but relative newcomer John Newman (16th) would triumph, pipping David Bowie (17th) and Jake Bugg (18th) by the finest of margins. British Female would be a straight shootout between Ellie Goulding and Jessie J, but Ellie, in sixth place overall, would clinch it, coming one place above her counterpart.
International
Bruno Mars, Pink and Macklemore & Ryan Lewis would take home the international honours.
Rupert Staines, Managing Director Europe, RadiumOne commented: “The digital shift within music over the last five years has demonstrated that fans are always connected. Understanding what content fans want to see, when and on which device presents both a massive challenge and opportunity for artists and music labels alike. Sam Smith’s position clearly demonstrates that for new artists to break through, social interaction is arguably as important as airplay as a means to grow a fan base.”
If social media performance determined the Brit Award winners, the roll call would look like this:
British Breakthrough Act – Disclosure
British Video – One Direction
Critics’ Choice Award – Sam Smith
British Female Solo Artist – Ellie Goulding
International Female Solo Artist – Pink
British Group – One Direction
International Group – Macklemore & Ryan Lewis
British Male Solo Artist – John Newman
International Male Solo Artist – Bruno Mars
British Single – One Direction
MasterCard British Album of the Year – Disclosure
The overall league looks as follows:
1st One Direction
2nd Bruno Mars
3rd Pink
4th Lady Gaga
5th Katy Perry
6th Ellie Goulding
7th Jessie J
8th Justin Timberlake
9th Eminem
10th Disclosure
11th Drake
12th Arctic Monkeys
13th Lorde
14th Bastille
15th Macklemore & Ryan Lewis
16th John Newman
17th David Bowie
18th Jake Bugg
19th Sam Smith
20th Calvin Harris
21st Passenger
22nd Ella Eyre
23rd Olly Murs
24th Haim
25th Kings of Leon
26th Janelle Monae
27th Birdy
28th Rudimental
29th James Blake
30th Arcade Fire
31st London Grammar
32nd Daft Punk
33rd Laura Mvula
34th John Grant
35th Tom Odell
36th Chloe Howl
37th Naughty Boy
38th Laura Marling
The rankings were calculated by analysing the number of stories shared about each nominated artist and group on popular music and entertainment websites, combined with how effectively they have been interacting with their fans over the last 30 days.
