How Music’s Biggest Night Affects Music Sales

How Music’s Biggest Night Affects Music Sales

The month of February caps off two of the biggest televised music events of the year: the Super Bowl halftime show and the Grammy Awards. This year’s events once again proved the power of television in boosting sales for featured artists. Lady Gaga’s Super Bowl halftime show pulled in a record number of viewers, and her sales increased over 1000% in the immediate wake of the performance. Last Sunday’s Grammy Awards telecast showcased some of the biggest artists, albums and songs of the year. And while all the nominees saw some degree of sales and streaming increases, the real beneficiaries were the performers—regardless of whether or not they won.

The sum of all the songs performed on the Grammy telecast generated a 140% increase in song sales and a 30% increase in on-demand streams—an addition of 319,000 song sales and nearly 21 million on-demand streams. The median title increased 354% in song sales and 46% in on-demand streams.

In terms of awards, the night belonged to Adele, who swept the pop album and song categories. After performing “Hello” as the program opener, sales of her record-breaking album 25 increased 238% for the week. Her stop-start-over tribute performance of George Michael’s “Fast Love” boosted sales of that song 2434% week over week.

Adele might have won out over Beyoncé for Record and Album of the Year, but Beyoncé’s performance of “Love Drought” and “Sandcastles” lifted sales of those two songs by 569% and 410%, respectively—with on-demand streams leaping 1679% and 3394%. Sales of Beyonce’s Lemonade increased 241%, and total consumption for all of the artist’s music increased 196%.

Keith Urban and Carrie Underwood did not take home any Grammys, but their duet on “The Fighter” pushed sales up 574%. Lukas Graham and Kelsea Ballerini also missed out on their respective awards, but a duet on both of their hit songs “7 Years” and “Peter Pan” pushed sales up more than 290%.

While a Grammy nomination delivers prestige and a lift in sales, there is still nothing like a televised performance to an engaged audience to drive sales increases.