The Grammys are turning to Snapchat to drum up excitement for the big show. Their recently launched Snapchat video series, Pop Before the Drop, took YouTube star Jack Baran to the streets to quiz people about past Grammy winners in exchange for Grammy-branded apparel and merchandise. The series drew in half a million viewers in total, which is good news for The Recording Academy ahead of their telecast: only 7.7% of 18-49-year-olds TV viewers in the U.S. watched the show in 2016, a decline from 8.5% in 2015. (Digiday)
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