Music's great and good came out in force last night for the Brit Awards, but despite aiming to be the most digital ceremony yet in the brand's 36-year history the event failed to gain as much traction on Twitter as it did last year.
Engagement was still high but the event clocked up 7.5m tweets compared to 2015's record 7.8m, despite appearances from Justin Bieber, Adele and (half of) One Direction.
According to data supplied by Twitter, the most tweeted about individuals were the boyband's Louis Tomlinson and Liam Payne, who collected the Best British Video for the group's 'Drag Me Down' hit.
Adele was the third most tweeted about artist of the night. The 'Hello' singer made waves online when she swore during her acceptance speech for her Global Success award which was presented to her from space by Tim Peak.
— Tim Peake (@astro_timpeake) February 24, 2016
The musician, who took home four gongs in total, scooped the most-tweeted about moment when she took to the stage to claim her prize, generating 55,000 posts in total.
Rihianna and Drake weren't far behind Adele in terms of causing the most buzz on Twitter. The latter's surprise appearance during Rihanna's performance of 'Work' earned them the second most-tweeted about accolade with 54,300 tweets.
Across the various categories, those who scooped the prizes were the among the most mentioned on Twitter, including James Bay for Best British Male, Adele for Best British Female and Coldplay for Best British Group.
The 2015 show experienced record levels of engagement thanks to an unprecedented tumble during Madonna's performance and a pre-show visit to Nando's by Kanye West.