Sunday night's MTV Video Music Awards, which were much heavier on live performances than actual trophies, provided a huge and immediate sales spike for many of the performers. After closing the show with a medley of songs from her self-titled album (not to mention winning the prestigious Michael Jackson Video Vanguard Award), Beyoncé immediately saw the album jump from #40 to #7 on the iTunes album charts, notching a 1,442 percent increase in sales. Additionally, several of the songs featured in the medley experienced significant week-over-week increases, including "Flawless" (up 1,237%), "Partition" (up 390%), "XO" (up 1,648%), "Drunk In Love" (up 324%), "Pretty Hurts" (up 332%) and "Rocket" (up 584%). On the social media front, Bey scored 18 trending topics on Twitter during and after the show.
Ariana Grande offered a VMA performance of her hits "Break Free" and "Bang Bang" with Nicki Minaj and Jessie J, and then released her new album at midnight right after the show. As a result, the album immediately topped the iTunes album chart, and "Bang Bang" spiked 130 percent week-over-week while sales of "Break Free" jumped 24 percent. Throughout the evening, Grande also landed nine separate trending topics on Twitter. Nicki Minaj also saw her singles catalog spike an whopping 215 percent, while "Anaconda" saw a Saturday to Monday jump of nearly 60 percent. Nicki fans also tweeted enough to give her eight different trending topics on Twitter.
Meanwhile, VMA performers Maroon 5 saw pre-orders for their forthcoming album, V, jump 166 percent from Saturday to Sunday, while their single "Maps," which they performed live on the show, increased 32 percent. San Smith gave a stirring and Soulful performance of "Stay With Me," which was strong enough to give the single a 90 percent increase in sales. Combined versions of his debut album In The Lonely Hour also experienced a 95 percent sales lift. 5 Seconds of Summer marked their VMA debut by scoring an 85 percent lift for the single "Amnesia" and a 35 percent spike for their debut self-titled album. The band also scored 10 separate trending topics on Twitter.