No one was probably more surprised by Beck's Album of the Year win at the Grammys than Beck himself. He beat out heavy favorites Beyoncé and Sam Smith, faced the wrath of Kanye and even thought Beyoncé herself would win. There's no arguing that "Morning Phase" was easily one of 2014's best offerings, but not everyone is familiar with Beck, despite this being his 10th proper studio album. And while many decided to pitch their disorientation into the void of Twitter, asking the age-old awards question, "Who the f--k is [insert name]?" some parties decided to take a proactive approach: listening to his music on Spotify.
According to Spotify's data, in the hour before the Grammy Awards (7-8 p.m. ET) and the hour after (12-1 a.m. ET), Beck's overall streams increased by 388 percent. "Morning Phase" saw a boost of 524 percent, its tracks -- like "Blackbird Chain," "Country Down," "Cycle," "Phase," "Say Goodbye," "Unforgiven" and "Wave" -- receiving individual bumps more than tenfold. "Heart Is a Drum," the track Beck performed that evening alongside Chris Martin of Coldplay, increased in streams by 697 percent.
Annie Lennox also saw a huge bump in traffic after joining Hozier on stage to help perform a mashup of "Take Me To Church" and a cover of "I Put A Spell On You." Her overall streams went up by 147 percent, and "I Put a Spell On You" received a 211 percent uptick.
Sam Smith, who won just about every other award on Sunday, including the other three big trophies (Song of the Year, Record of the Year, Best New Artist), saw a 22 percent overall increase in traffic, which is significant consider his already huge numbers on the streaming service.
Watch Beck and Chris Martin's performance at the Grammys: