Live Lift: How Playing Major Events Drives Music Sales

By at least one important measure Taylor Swift was not the biggest winner at the 2016 Grammy Awards, even though she took home the top prize. Other artists who gave memorable stage performances saw the biggest sales jump that night.

From Nielsen:

• Kendrik Lamar, who lost out to Taylor Swift for Album of the Year, saw a 67% spike in online streams and a 47% increase in radio plays on the Monday and Tuesday after the GRAMMYs thanks to his electrifying performance; Lamar also saw a 121% jump in track-equivalent album sales (traditional album sales plus 10 track downloads and 1,500 online streams equivalent to one album sale).
• Alabama Shakes was another big winner from the GRAMMYs broadcast. The band’s passionate and rockin’ display on stage sparked a 170% jump in online streams and a 56% boost in radio plays in the two days following the awards show, as well as a 239% spike in album sales in the week afterward.
• Even Adele, who said she spent an entire day crying because of the technical difficulties that affected her performance, saw a 990% increase in sales of her single “All I Ask” in the two days after the event.