The Grammys has always been a celebration of popular artists and musicians coming together and being rewarding for their work. However, over the years it seems as though there has been a shift from the awards ceremony to just being an over the top concert and last night’s Grammys were no exception. If you missed it, you missed Pink flying though the air while singing and Taylor Swift throwing her hair around like a 1980s hairbanger band, to name of few of the most over the top moments.

With over 15 million tweets, The Grammys where by far the most buzzed about event of the night. They also displayed a growing trend in the music industry; the collaborating of artist and therefore brands. Last night’s performances displayed a wide variety of collaborations from Paul McCarthy and Ringo Star of Beatles fame, to one of the most talked about of the night, Imagine Dragons and Kendrick Lamar, which spurred over 171,000 tweets. While collaborating with different artists isn’t uncommon in the music industry, it’s the style of music that is being displayed that is. This juxtaposition is opening up more opportunities for viewers to be exposed to different artists and in turn, artists will be exposed to different demographics.

This idea can help cross-market a new listening audience, which would make more money for the record label and for its advertisers. While this trend isn’t anything new, it has grown exponentially in the last few years and with some of the biggest hit songs right now blending different genres of music such as Ke$ha and Pitbull’s “Timber”, Christina Aguilera and A Great Big World, “Say Something”, and Eminem and Rihanna’s “Monster”, it seems as though this trend maybe here to stay. Or at least until listeners get bored.