Music's Biggest Night doesn't end as soon as the evening concludes. This year, the GRAMMY Awards reached more than 27.6 million viewers, a 6 percent increase from last year's telecast.
That's a huge audience of fans — both returning and new — for artists performing and accepting GRAMMYs. As a result, many artists benefit from the "GRAMMY Effect." Immediately following the GRAMMY Awards, the resulting flux of activity includes boosts for album chart positions, sales and streaming numbers, while some musicians capitalize on the extra momentum to make tour announcements.
"This immediate and impressive reaction proves the unparalleled power of the [59th] GRAMMY Awards to reach a wide audience and engage fans," David Bakula, senior vice president of global product leadership and industry insights for Nielsen Music, told Billboard.
From Adele, Beyoncé and Bruno Mars to Chance The Rapper, The Weeknd and Metallica, take a look at this year's beneficiaries of the GRAMMY Effect by genre.
After taking home five GRAMMYs, the highest total of the night, Adele said "Hello" to the Billboard 200 Top 10 again with her Album Of The Year-winning 25. The album darted to No. 6 on the Billboard 200, catapulted by a sales bump of 238 percent, while sales of "Hello" increased by 255 percent. Meanwhile, Adele's stop-and-start George Michael tribute skyrocketed Michael's original version of "Fastlove" by 5,367 percent in sales, and by 1,266 percent in Spotify streams. "Fastlove" was Michael's last Top 10 hit, climbing to No. 8 in 1996.
Bruno Mars, who gave a sultry performance of "That's What I Like," saw his song's sales increase by 354 percent, and album sales of his 24K Magic grew by 108 percent. Marking the live performance debut of "Chained To The Rhythm," Katy Perry's latest single gained 128 percent in sales, spurning a No. 4 chart debut. GRAMMY newcomers Lukas Graham saw sales of their Song Of The Year-nominated "7 Years" jump 793 percent, and the band increased their station adds by 164 percent on streaming radio service Pandora.
Veteran metal quartet Metallica took the opportunity to leverage their GRAMMY performance with Lady Gaga of "Moth Into Flame" to announce the North American leg of their WorldWired tour the day following the telecast.
Still proving she's the queen, Beyoncé's "Love Drought" and "Sandcastles," which she performed during the telecast, saw sales increases of 1,217 percent and 958 percent, respectively. Her Best Urban Contemporary Album-winning Lemonade jumped to No. 9 on the Billboard 200 chart, representing a sales increase of 241 percent.
Crowned this year's Best New Artist, Chance The Rapper saw his streaming-only numbers cumulatively increase 206 percent on Spotify. The three-time GRAMMY winner also saw a 461 percent jump for his song "How Great," which he performed on the GRAMMY stage as part of a medley with Kirk Franklin and Tamela Mann. Not wasting any of his momentum, Chance The Rapper announced a spring tour just two days after his GRAMMY stage debut.
Best New Artist nominee Anderson .Paak caught the attention of fans on Pandora, experiencing a 500-plus percent increase in new artist station adds. His collaboration with A Tribe Called Quest also helped boost the rap group's song "We The People," which benefitted from a 441 percent gain on Spotify following their powerful, politically driven performance.
The Weeknd, who performed "Starboy" and "I Feel It Coming" with Daft Punk, gained 154 percent in sales for the latter song. Meanwhile, R&B legend William Bell experienced an astonishing 12,085 percent lift on Pandora, while his GRAMMY Awards performance partner Gary Clark Jr. increased his Pandora artist station likes by 3,239 percent.
No stranger to the GRAMMY stage, Keith Urban netted an 896 percent sales spike for "The Fighter" featuring Carrie Underwood. GRAMMY newcomer Sturgill Simpson saw a 346 jump in sales for his Album Of The Year-nominated A Sailor's Guide To Earth. He also experienced a 9,772 percent sales increase for "All Around You," which he performed with the Dap-Kings during the telecast.
First-time GRAMMY winner Maren Morris saw her sales skyrocket by 7,430 percent for "Once," which she performed with Alicia Keys. Morris also experienced a 2,884 percent lift on Spotify for her Best Country Album-nominated, Hero, and a 417 percent increase in artist page additions on Pandora. Best New Artist nominee Kelsea Ballerini saw a 266 sales increase for her track, "Peter Pan," which she performed as part of a medley with Lukas Graham. The country singer/songwriter also saw a 75 percent increase in interest on Pandora.