Grammys Face Ratings Pressure and a New Era as CBS Partnership Ends
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The 68th Annual Grammy Awards, set to air live this Sunday from Crypto.com Arena, arrives at a pivotal moment for the music industry’s biggest night. After a 9% dip in television viewership last year – falling to 15.4 million, according to Nielsen data – organizers are under pressure to deliver a compelling show as the ceremony prepares to leave its longtime broadcast home at CBS for Disney’s ABC network in 2027.
The stakes are particularly high this year as producers navigate a changing media landscape and strive to maintain the Grammys’ cultural relevance. “We basically put on a Grammy show in two weeks” last year, recalls a senior official, referring to the rapid overhaul of the 67th Grammys following the devastating Palisades and Eaton wildfires that threatened to derail the event. That ceremony was retooled as a fundraiser, generating over $9 million for fire relief through the MusiCares foundation. This year, preparation is “going much more smoothly,” but remains a complex undertaking with approximately 10 televised awards and over two dozen performers scheduled to take the stage.
A Diverse Electorate and Evolving Nominations
The Recording Academy is actively working to broaden its base and reflect the evolving sounds of contemporary music. In November, the organization added 3,800 new members, with 58% identifying as people of color and 35% as women. This influx of new voters is credited with the increased recognition of artists like Bad Bunny, who has six nominations this year, including bids for album, record, and song of the year with “Debí Tirar Más Fotos.” Rosé of Blackpink also achieved a milestone with “Apt.” becoming the first K-pop song nominated for record of the year.
“We’ll see if the voters complete the circle by giving him the win,” said a senior academy leader, referencing Fab Morvan, the former member of Milli Vanilli, who is nominated in the audiobook category for his memoir. The academy famously revoked the duo’s best new artist award decades ago after it was revealed they did not actually sing on their records.
However, the academy’s efforts to modernize haven’t been without their critics. A chief executive at the Recording Academy acknowledged that achieving consensus across 95 categories is a near-impossible task, inevitably leading to some level of dissatisfaction. “I don’t miss people being upset,” he stated, “But I also don’t discount that it’s going to happen again.”
Shifting Broadcast Landscape and Future Plans
The end of a 50-year partnership with CBS marks a significant turning point for the Grammys. The move to ABC, part of a 10-year deal reportedly worth over $500 million to Disney, signals a desire for broader reach and integration with Disney’s streaming platforms – ABC, Disney+, and Hulu.
“You’ll see changes, I’m sure of it,” a senior official affirmed. “If we’re not making changes, we’re doing the wrong thing.” The producer added that he hopes the show will “evolve in some way” at its new home, while also acknowledging the significance of the long-standing relationship with CBS, promising “a moment looking back at what an incredible 50 years it’s been.”
No Bad Bunny Performance, But a Focus on New Talent
Despite his six nominations and anticipated attendance, Bad Bunny will not be performing at this year’s ceremony due to a prior commitment headlining the halftime show at Super Bowl LX. This mirrors a similar situation last year with Kendrick Lamar and the Super Bowl LIX performance. A senior producer downplayed the absence, stating, “It gives space for somebody else to come in and do an amazing performance.”
The show will spotlight the eight nominees for best new artist in a single, extended performance sequence designed to mimic the experience of listening to a continuous playlist. A surprise performance, reminiscent of The Weeknd’s unannounced appearance in 2025, is also in the works.
Country Music and Notable Absences
A new award for traditional country album has been added this year, responding to requests from the Nashville music community. Beyoncé’s “Cowboy Carter” won the contemporary country album category last year, and the category has been renamed accordingly. However, Morgan Wallen, a dominant force in country music, opted not to submit his album “I’m the Problem” for consideration, following similar decisions by Drake and Frank Ocean.
A Recording Academy leader expressed disappointment but respected Wallen’s choice, stating, “I’m always disappointed when anybody says this is not something they want to participate in.” He added that the academy remains open to dialogue with artists who may have concerns.
Trevor Noah’s Farewell and the Search for a New Host
This year’s telecast will also mark Trevor Noah’s final appearance as host, having guided the show through the challenges of the COVID-19 pandemic since 2021. Producers went to great lengths to secure his return, with one official admitting to “begging” him and even sending a video plea.
Noah is described as “super funny but respectful” and possessing an invaluable ability to improvise during live television. The search for his replacement is underway, with the producer revealing, “I have a couple of ideas, but I haven’t told the academy yet.”
The Grammys’ move to ABC and the evolving landscape of music awards ceremonies present both challenges and opportunities. As the industry continues to shift, the Recording Academy aims to remain a relevant and representative voice, celebrating the artistry and innovation that defines the world of music.
