Bob Lynch, our founder and CEO, shared thoughts in his social post following the 67th Annual Grammy Awards on February 2nd 2025. Check out the full post here or below.
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If they had a Grammys for endorsements, here's a few that would be in contention:

1) CELINE, the luxury goods company, was on the receiving end of the biggest brand post from V (Kim Tai-hyung) - racking up 10.2M engagements on one post alone. That's 5.7X more engagements than the New York Yankees delivered to all of their sponsors this past season!

2) Music artists endorsed close to 2,000 unique brands in the past 12 months, with the two most promoted brands were Pepsi and Coca-Cola, and the most promoted industry being Apparel & Accessories (16% of all deals).

3) No one promoted more brands than DJ Khaled this year, 36 in fact (and amazing 244 social posts to promote them!). Metallica did come close however, racking up 32 brand deals! 🤘

4) The fashion brands that saw the most exposure from artists? Yves Saint Laurent was #3, Louis Vuitton was number 2 (50M engagements) and at #1, Prada, with 8 artists generating 55M engagements for them!

5) As if Mariah Carey doesn't get enough play during the holidays already, she partnered with Kay Jewelers to deliver the 3rd highest performing post all year via TikTok.

Bonus: While music artists generated a little more than half of the engagements that all athletes worldwide generated (2.1B vs. 1.1B), they did it with 1/13th the deals, and with 1/10th the number of posts. The top artists that have delivered the majority of that engagement?

1) Rose (Roseanne Park) - 77M engagements

2) Rihanna - 69M

3) Selena Gomez - 61M

4) Ariana Grande - 48M

5) Enhypen - 47M

6) JENNIE (Jennie Kim) - 40M

7) Jisoo (Kim Ji-Soo) - 37M

8) Taylor Swift - 35M

9) Rick Ross - 31M

10) Felix - 25M

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