Mumford & Sons – winners of a BRIT award in the prestigious best album category – are the big gainers from last night's ceremony, according to a sales update from HMV.
The music and entertainment retailer has measured the increased sales since last night on album purchases across its 260 stores nationwide, online via orders through hmv.com and as downloads via its hmvdigital site – and compared these to sales a week ago last Wednesday 9th February. In this way HMV is able to measure the benefit not just from last night's televised ceremony but also from the promotion and coverage that has built during the past week, which also includes exposure via Sunday night's Grammys.
Based on increased demand over the past seven days HMV has seen sales of Mumford and Sons' debut album Sigh No More leap by a massive 594%. Not far behind in second spot are double international winners The Arcade Fire, whose acclaimed album The Suburbs is enjoying a 575% rise in demand. Making up the top 3 is double BRITs winner Tinie Tempah, whose Disc-Overy album is up by 380%, and is no doubt heading back up the official charts to a top 5 placing come this Sunday.
Laura Marling sees a huge 322% rise in fourth spot, though, admittedly I Speak Because I Can starts from a relatively low sales base, while Cee Lo Green is clearly connecting with a much wider audience as a result of the BRITs nomination and award as he sees sales for The Lady Killer rise 188%.
Plan B is also enjoying a significant 173% spike in sixth spot – which is impressive considering he has shifted the best part of a million albums since The Defamation of Strickland Banks was released early last year, and likewise Take That are seeing their sales more than double – a fantastic feat considering they have already sold some 2m albums since Progress came out in November. Rihanna's show-stealing performance is rewarded with sales of her album Loud more than doubling, while Justin Bieber and Adele – who didn't pick up an award but gave a show-stealing performance on the night, have also seen sales pick up significantly.
HMV's Gennaro Castaldo comments: “With their distinctive sound, Mumford and Sons may already be firm favourites with students and with much of Middle England, but this success will now help cement their appeal with an even broader audience. Their album just keeps on selling as the band pick up more and more new fans, and with a substantial post-BRITs bounce still to come, it will now go through the landmark of a million sales, which is remarkable when you think that relatively few people had heard of them this time last year.”
Top 10 biggest BRITs % lift in album sales
1. 594% Mumford & Sons Sigh No More (winners – MasterCard Best British Album)
2. 575% Arcade Fire The Suburbs (winners – Best International Album and Best International Group)
3. 380% Tinie Tempah Disc-Overy (winner – British Breakthrough Act and Best British Single)
4. 322% Laura Marling I Speak Because I Can (winner – Best British Female)
5. 188% Cee Lo Green The Lady Killer (winner – Best International Male)
6. 173% Plan B The Defamation of Strickland Banks (winner – Best British Male)
7. 144% Take That Progress (winner – Best British Group)
8. 119% Rihanna Loud (winner – Best International Female)
9. 115% Justin Bieber My World (winner – Best International Breakthrough)
10. 89% Adele 21 (not nominated but performed)
Gennaro Castaldo adds: “Each year featured BRITs artists always enjoy a huge lift in sales of their recordings – both in the run up the ceremony itself and then immediately after, when media exposure is at its greatest. The biggest gainers tend to be those that give show-stealing performances on the night or who grab the headlines by winning multiple awards – such artists can easily experience a doubling or even a trebling of sales overnight, especially in these days of instant downloads – and we're already seeing notable increases in sales for al the featured artists, while a further boost generally follows at the weekend when everyone hits the high street.”
“This year there are quite a few new artists who have been recognised, such as Tinie Tempah, Ellie Goulding and Mumford and Sons, and whilst they've sold quite a few albums already, there are plenty of music fans out there that haven't yet got hold of their CD or downloaded tracks, so we're expecting a huge spike in the albums market this week, coming as it does off the back of Valentine's. It will also help that the organisers have placed the 'Best Album' category as the heart of the BRITs this year.”