Stars enjoy a boost from this year’s MTV Video Music Awards

‘N Sync
Singer Miley Cyrus performs during New Year's Eve celebrations at Times Square in New York, in this Dec 31, 2013, file photo. Photo: Reuters
Performers at the VMAs 2013 reap the rewards of a record year
Published: 4:02 AM, August 29, 2013
Updated: 9:00 PM, August 29, 2013

Los Angeles — The media may be dragging Miley Cyrus through the coals for her raunchy MTV Video Music Awards (VMA) performance on Sunday, but there’s clearly a bright side to the fiasco. For a start, Cyrus has found some sympathy in Adam Lambert’s defence. The American Idol favourite tweeted that while he wasn’t necessarily a fan of the performance, he did feel that people should allow Miley to be Miley.

Well, the people did more than that. MTV’s much-talked-about VMA goosed sales and social media activity for Cyrus and a host of other performers.

As TheWrap reported on Monday, ’N Sync’s Bye Bye Bye sales jumped 156 per cent on Amazon overnight, while Justin Timberlake’s Justified album sales skyrocketed 1,876 per cent on Amazon following the boy band’s “surprise” reunion during its frontman’s Video Vanguard set.

Timberlake’s performance also garnered 219,800 tweets per minute, with a 2.9 million total for the show.

Miley Cyrus went one better than Timberlake; her foam-finger performance with Robin Thicke fuelled 306,100 tweets per minute, a new entertainment event record, the network noted. Cyrus’ twerking inspired 4.5 million tweets over the course of the broadcast.

On the sales side, the former Hannah Montana star’s album Bangerz reached No 5 on the iTunes chart. Sales of Thicke’s new single Give It 2 U tripled, while Blurred Lines album sales rose 30 per cent.

Kanye West performed Blood on the Leaves on TV for the first time on Sunday, and sales spiked more than 1,000 per cent on iTunes. Sales of his album, Yeezus rose 139 per cent on the online Apple store, MTV said.

Lady Gaga cashed in on the trend as well. Her single, Applause, saw a 112 per cent increase in digital sales. The VMA’s opening act fuelled 2 million tweets throughout the telecast.

Katy Perry, who closed the show performing Roar from an outdoor boxing ring in Brooklyn Bridge Park, experienced a 25 per cent uptick in sales on iTunes following her final notes. And Drake’s Started From The Bottom digital single sales jumped 281 per cent following his performance.

In the United States, the 2013 MTV Video Music Awards show ranks as cable’s No 1 entertainment telecast of the year among viewers aged 12 to 34. This year, the show experienced a 100 per cent increase in ratings in the entertainment category among its target demographic. REUTERS