The BRITs effect: How a successful show can send sales through the roof

The BRITs effect: How a successful show can send sales through the roof

A big win or a show stopping live performance at the BRIT Awards can be crucial in boosting an artist’s profile, but what can they do for an artist’s sales? Well, Music Week analysis of BPI/Official Charts Company data shows it can do a hell of a lot.

While a successful BRITs outing is a good thing for any act, it arguably pays the biggest dividends for those in the process of introducing themselves to the world, as opposed to those who have already attained household name status.

Last year, Adele performed and scooped four awards on the night – Album Of The Year (25), British Single (Hello), British Female Solo Artist and Global Success. All of which led to a not too shabby 144% rise in sales of 25 over the next seven days, in comparison to the week before the show.

However, it was newcomer James Bay who scored the biggest sales spike in the week after the 2016 BRITs. Bay, who performed on the night and won the British Male Solo Artist award, saw sales of his debut album Chaos And The Calm rocket 277% week-on-week.

The BRITs effect was also in evidence, and even more potent, in 2015. Brighton rock duo Royal Blood performed on the night and won the British Group award, resulting in a whopping 400% week-on-week sales lift of their eponymous debut during BRITs week. Meanwhile, 2015 performer and British Female Solo Artist winner Paloma Faith saw sales of her album A Perfect Contradiction surge 343% over the same period.

Elsewhere, in 2014, Disclosure were the biggest beneficiaries of the BRITs effect, with their album Settle receiving a sales lift of 287% following their performance. Lorde, who performed and won International Female Solo Artist, also benefited, as sales of her album Pure Heroine spiked 173% over the period.

For the wider market, focusing on titles by winners and performers in the Top 200, 2016 saw album sales rise 74% and singles (including streams) rise 53% in the seven days immediately after the BRITs, versus the seven days before the ceremony. In 2015, albums soared 123% and singles 175% in the chart week following the ceremony.

For everything you need to know about this year’s BRIT Awards, from performers and presenters to coverage and nominees, click here.

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