Is Fandom the Real Power Behind the Grammys?

Keeping a global beat

Fandom drives culture, shapes moments and creates lifelong connections between audiences and the things they love. In this series of interviews, I’m diving into what makes fandom so powerful, exploring how it evolves and explaining the role it plays in industries ranging from music to sports and beyond. 

I spoke with John Loken, EVP of marketing at The Recording Academy and a key player at the Grammys, to examine how fandom fuels not just the music industry, but the cultural landscape at large.

Fandom is a powerful force in music. How would you describe the role that fandom plays at the Grammys?

John Loken: Fandom is the currency of the Grammys. Without it, we don’t have a show. What’s interesting is how fandom has evolved over time. Back in the day, it was about identity. You had Rolling Stones people, Beatles people and debates about it. Over time, it’s transformed into something deeper—artists reflect the fans’ worldview. Nowadays, with gaming and social memes, fandom becomes like a cinematic universe, with lore and little Easter eggs in each piece of content. Artists are leveraging that, creating intrigue with every release, whether it’s a song, video or social media post. And the Grammys feed on that to become the biggest moment in music culture each year.

How has the rise of streaming and social platforms affected how fans engage?

Streaming has democratized access to music, which means fan bases have multiplied and diversified. For the Grammys, we don’t just tap into who’s performing, but who’s going to show up, creating intrigue and social conversation for weeks leading into the show. Digital has also made music more global, and the rise of fandoms like K-pop and Afrobeats is a perfect example of that expansion: We now have a huge TikTok following in places like Nigeria and Mexico.

The show is known for its ‘wow moments.’ How important are those moments for maintaining fan interest?

They’re crucial. Over the past few decades, viewers have come to expect Grammy moments—like when Elton John performed with Eminem, an iconic duo that people didn’t expect. These moments transcend fan silos and bring people together. Our production team works hard to architect those moments. But sometimes you don’t know how it will play out until it’s live. That unpredictability creates anticipation, and keeps viewers tuned-in year after year.

Looking ahead, what innovations or changes can fans expect?

As music globalizes, so does the Recording Academy. We’re focused on ensuring the Grammys reflect what’s happening culturally no matter where you live. That means bringing in more communities and creating an academy that feels inclusive, whether you’re in the Middle East, Sao Paulo or the U.S. Most people know us for “music’s biggest night,” but the other 364 days a year we champion creators’ rights in “music’s biggest fight.” Audiences care about purpose, and our organization exists to ensure human-made music remains an indelible part of culture for the next generation.

How would you describe the experience of being in the room during the Grammys?

There’s an electricity in the air. Sometimes what happens in the room doesn’t fully translate to TV, but when you’re there, it’s an unforgettable experience. That energy, that excitement—whether it’s from the performances or the speeches—creates moments you can feel. And for fans, it’s the ultimate celebration of the music and artists they love.