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Do you want to be heard during the Grammys? Maybe stay at home


Ariana Grande did not attend the Grammys, but that did not stop her from being in the middle of the conversation about and around the ceremony.

On Friday he released an album, "Thank U, Next", and a video for a new single, "Break Up With Your Girlfriend, I'm Bored." And all through Sunday, he found several ways, some of them very serious, A little mean – to stay ahead of the online discussion. When she won the best pop vocal album, for "Sweetener," she he wrote on Twitter"I try not to put too much weight on these things," acknowledging, "this is wild and beautiful." He appeared in a psychedelicly disorienting commercial for Apple's Memoji, with an animated head of Grande playing "7 Rings."

When Cardi B won the best rap album, Grande fired a couple of frustrated tweets; Her ex-boyfriend, Mac Miller, who died last year, was nominated. (Later he apologized and deleted all the tweets). And he posted several pictures of her with the custom Zac Posen dress he was going to wear during the ceremony.

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This was not the Grammy experience that Big was planning to have. Until a couple of days ago, I was scheduled to act in the broadcast, a plan that imploded in a spectacular way.

After the show producer Ken Ehrlich said in an interview that Big no longer showed up because "I felt it was too late for her to get something together," answered Big with quills.

"I've kept my mouth shut, but now you're lying about me", Big he wrote on Twitter. "I can organize a performance during the night and you know it, Ken, it was when my creativity and self-expression were stifled by you, that I decided not to attend."

And so, on the night of the Grammys, all the noise that Grande generated was heard everywhere except the actual broadcast, which made her one of the many artists who made loud noises without even putting one foot in the Staples Center .

This year's ceremony was perhaps so remarkable for who did not show up: Kendrick Lamar, Childish Gambino (who won four awards, including the album and song of the year for "This Is America"), Taylor Swift, as who did it . And also because of the way he treated several of his biggest winners, including Drake, cutting his speeches abruptly. (This, in a transmission in which only nine prizes were awarded in more than three and a half hours).

The[[See the complete list of winners.]

So perhaps the best place to communicate a message without restrictions during the Grammys is anywhere other than the actual ceremony. The program still conceives itself as a linear television experience, when in fact its consumption, and especially the stars on which it is based, is wild, woolly and omnidirectional.

Consider 21 Savage, nominated for two awards for his role in "Rockstar" by Post Malone, but was unable to attend due to his Detention by Immigration and Customs Control last week. When Post Malone showed up, he did not mention his collaborator, which provoked a violent reaction online. (Finally, a photo of him was circulated with a Savage 21 T-shirt under his attire). Kei Henderson, one of the 21 managers of Savage, he wrote on Twitter that she and others "tried to solidify Savage's recognition during the 'Rockstar' show, it just did not work out that way." The only person who mentioned 21 Savage during the broadcast was Ludwig Göransson, the contributor to Childish Gambino. The lack of other recognition was evident.

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