Grammy Awards Partners With Twitter In #OnlyOnTwitter Campaign, Features Artists Sam Smith, Pharrell

Twitter will hold a live Q and A session with 22-year-old English singer Sam Smith on Friday at 10 a.m Pacific time. Smith’s Twitter session is part of a collaboration between the microblogging site and the Grammy Awards, which will host its 57^th annual show on Sunday.

On Thursday, R&B artist Usher kicked off a series of lead-up events with a Q & A session with musical artist Charlie Wilson.

The chats, which are being marketed under the hashtag #OnlyOnTwitter, will give fans real-time access to this year’s most celebrated musical artists, which will also include “Happy” singer Pharrell.

The partnership is a strategic move for Twitter, whose millions of users regularly “live tweet” events such as the Academy Awards, the MTV Movie Awards, the Golden Globe Awards and more.

On Thursday, Twitter’s earnings report revealed that active monthly users on the service increased 20 percent to 288 million from one year ago, though that was under the 292 million users originally predicted by analysts. The #OnlyonTwitter collaboration is an attempt by the San Francisco-based company to pull in more users and fans of the Grammy Awards.