Grammy Awards 2013 Winners: LIVE Updates On the 55th Annual Grammys

Massive sporting events, live television, and awards shows have become dominated by social media. Tune in this Sunday night (Feb. 10) on CBS at 8 p.m. to see if the Grammy Awards follow suit.

Last Sunday, the Super Bowl was re-dubbed "Brand Bowl," after focus shifted from the sport to the brands fighting like gladiators for the title of "Best Super Bowl commercial."

This Sunday, we can expect to see the Grammys related content trending. You may have already seen the #TheWorldIsListening hashtag. This is the Academy's big push to revive the Grammys, trying to insert itself into millennial's conversations. While the Grammys set social TV records last year, this is their first push to engage a hashtag during the show.

One of the biggest symbols of the Grammys push to highlight the intersection of music and social media is The Recording Academy's GRAMMY Social Media Rockstars Summit: The Music Industry Then & Now - How Digital Changed the Game on Friday, Feb. 8,  streamed live from 2–3:30 p.m. PT/5–6:30 p.m. ET on GRAMMY.com and on YouTube. This is a conversation about how musicians monetize through social, mobile and gaming platforms.

Let's also not forget the newly launched website, www.grammyamplifier.com, created to help artists share tracks via Soundcloud for a chance to have their music tweeted out by a panel of music icons. 

How will artists, brands or organizations capitalize? Will you be tweeting using #TheWorldIsListening?