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Sales of Sir Paul McCartney's latest album Memory Almost Full shot up by a massive 515% after viewers saw him awarded with an Outstanding Contribution prize.
Meanwhile, Best Male Solo Artist Mark Ronson and Kylie Minogue, who won Best International Solo Artist, have seen their sales increase by 271% and 242% respectively.
Amy Winehouse's Back to Black album is also performing well, with sales up by 46% after she was praised for her performances at the ceremony. Though the singer went away empty-handed on Wednesday night, Leona Lewis's Spirit album has also benefited from the publicity.
HMV spokesman Gennaro Castaldo told the Daily Star: "It is the most striking sales surge I have seen in 20 years. And Paul McCartney's rise is the biggest I have seen after recent Brits."
