Online music sales in the UK saw an immediate impact during last night’s screening of the Brit Awards, UK charts administrators, the Official Charts Company revealed this afternoon.
The chart position invigilators noted increased sales of downloads were apparent within moments of the awards show starting, with artists who either won awards or played live at the show seeing their sales far outperform the market.
The biggest winner was Duffy, whose album ‘Rockferry’ was downloaded almost four times more than the market average. Her single ‘Warwick Avenue’, which she performed on the night, recorded double the market average, as did her singles ‘Mercy’, ‘Rain On Your Parade’ and ‘Live and Let Die’. As well as performing, Duffy won three awards on the night; Mastercard British Album, British Female Solo Artist and British Breakthrough Act.
The Ting Tings’ performance with Estelle saw their album ‘We Started Nothing’ outperform the market by more than three times and their single ‘That’s Not My Name’ by more than double. Estelle’s single ‘American Boy’ achieved almost double the sales of the market average.
Other notable beneficiaries of the Brits effect included Elbow and Coldplay. Elbow’s Mercury award winning album ‘The Seldom Seen Kid,’ outperformed the market by more than three times after the band collected the Brit Award for Best British Group. Coldplay’s performance of ‘Viva La Vida Or Death And All His Friends’ saw sales of the single oustrip the market by more than double and album sales by almost double.
Martin Talbot, Managing Director of the Official Charts Company, said: “In this digital age, fans can hear music on the TV or radio and instantly satisfy their need to own the track or album by downloading it there and then. And these figures indicate that a show like the Brits can have an immediate impact on sales – an impact which we expect to see rolling through the rest of this week, as CD sales are also boosted by the Brit artists’ media profile and in-store retail campaigns.”