For the global music audience, there’s no hotter topic than the Grammys, which drive a staggering amount of sales, streams, and social media activity.

Part of “The Grammy Effect” is the post-ceremony buzz that sees award winning albums increase dramatically in sales, a prime example being Herbie Hancock’s 2007 album River: The Joni Letters, which earned more than a sixth of its total sales the week after it became the unlikely Album of the Year winner.

Social media posts also rise significantly: in 2013, RnB Song of the Year winner Justin Timberlake went from 5,500 weekly twitter mentions to 42,000 on the night of the ceremony alone; it’s no coincidence that despite his absence from the ceremony, he featured prominently during the telecast’s ad breaks, appearing in commercials from both Mastercard and Target. During the 2015 telecast, Target’s advertising featured a four minute live performance from the eventual winner of the Best Rock Performance award, Imagine Dragons.

Sharing your audience’s interest in relevant pop culture trends help consumers build a personal connection with your brand. With no hotter topic than the 2017 Grammy awards, here are a selection of nominees to help you join the conversation on music’s night of nights.

Daft Punk & The Weeknd – Starboy

With two massive singles and their first live performance since the 2014 Grammys, Daft Punk are already generating a huge amount of social interest; and with rumours of a 2017 tour, this is certain to continue.

Rihanna ft. Drake – Work

Drake and Rihanna’s summer love may be over, but this song is sure to live on for a while yet.

Chance the Rapper

History tells us the newest acts that reap the biggest rewards from their nominations, and with seven awards for this streaming-only release (the first to be nominated) there’s bound to be an incredible amount of interest in Chance’s Coloring Book

Beyonce – Formation

From the Superbowl to Barrack Obama’s farewell, Beyonce was everywhere in 2016.

Solange – Cranes In The Sky

While not having the ubiquitous presence of her older sibling, Solange’s 2016 album topped countless end-of-year lists, and with her first Grammy nomination, we expect a mountain of (well deserved) interest coming Solange’s way

The Chainsmokers – Closer

The Chainsmokers collected 3 nominations overall, including a Best Pop Duo/Group Performance nod for their million selling break-up anthem with singer-songwriter Hasley.

Anderson .Paak – The Bird

One of our favourite releases of 2016, we’re expecting a huge year from the California native following his 2017 Grammy performance alongside A Tribe Called Quest.

Flume – Never Be Like You

Already crowned the winner of the influential hottest 100 award in his native Australia, Flume’s Never Be Like You is a favourite for the best electronic/dance single award, as is Flume’s Skin in the best dance/electronic album category.

The 2017 Grammy awards air live on CBS on February 12th.