The winners and performers at this year's Brit Awards have reportedly seen sales of their albums experience an immediate spike.
HMV has reported a large increase in sales of albums since the awards ceremony on Wednesday.
Paul McCartney, who received the lifetime achievement award at the Brits, saw his Memory Almost Full album experience a five-fold increase in sales just one day after the awards.
Best British solo artist recipient Mark Ronson saw sales of his covers album Version treble over night, as did Kylie Minogue's album X after she walked away with the best international female.
Two-time winners Take That, for best live act and best single, received further good news regarding their Beautiful World album with daily sales more than doubling. The album has already sold over two million copies.
Artic Monkeys' album Favourite Worst Nightmare won the award for best album at this year's Brits and as a result HMV sales increased twofold.
The UK recorded music industry association, the BPI, also released figures showing that CD sales of Brit award-nominated artists had doubled in the week leading up to the ceremony in Earls Court.
It calculated that the Brit awards generated an extra £4 million in retails sales in the month and a half prior to the event.
HMV's Gennaro Castaldo said: "The impact of the Brits on artist profiles and album sales is becoming more pronounced each year.
"The event, and the huge media and public interest that now surrounds it both in the UK and internationally, can confirm the arrival of major new stars, such as Mark Ronson, Kate Nash and Mika, and create the momentum to propel their careers forward."