A string of performers and winning artists at Wednesday night's Brit Awards are enjoying the "Brits effect," with sales spiking the day following the ceremony, HMV reports.

Paul McCartney has seen the greatest rise to date, with his latest album "Memory Almost Full" (Hearmusic) achieving a five-fold push in sales at market-leading music and entertainment retailer HMV's stores.

The Beatles great was honored with the outstanding contribution to music award and performed a five-song hitlist to draw curtains on the 2008 ceremony.

Other stars of the show who have since enjoyed post-ceremony sales euphoria include Mark Ronson and Kylie Minogue, both of whom boosted their respective profiles on the night by collecting gongs and performing live.

British male solo artist winner Ronson's covers album "Version" (Columbia) gained 271% in overnight sales, while Minogue's "X" (Parlophone) soared by 242%.

Albums by Take That, Arctic Monkeys, the Gossip, Kate Nash and Foo Fighters were all big gainers, generating rises of at least 100%.

"The impact of the Brits on artist profiles and album sales is becoming more pronounced each year," comments HMV spokesman Gennaro Castaldo. "The event, and the huge media and public interest that now surrounds it --- both in the U.K. and internationally, can confirm the arrival of major new stars on the scene, such as Mark Ronson, Kate Nash and Mika, and create the momentum to propel their careers forward."

The "Brits effect" is sometimes less easy to measure. Following the ceremony, Scottish singer/songwriter KT Tunstall told Billboard.biz a Brits win brings respect from unexpected circles.

"To win, it's a chance to finally try and persuade your parents that what you're doing is some kind of intelligent work," quips Tunstall, a winner for best British female solo artist in 2006, but a spectator on this occasion. "It was the first night that my parents really understood that I really actually had a job."

Songwriter/guitarist Newton Faulkner, who has a U.K. No. 1 album to his name, says his 2008 Brit nomination in the British male solo artist category was hugely gratifying. "Its weird for me, because I do a lot of gigs, and a lot of people come to the gigs, and I've sold quite a lot of records, and still very few people know who I am," he told Billboard.biz. "But it must be going alright for me to be sitting here at the Brits."

On the Brits itself, Tunstall said, "It's weird to be at a big music event and not playing. I'd always grown up telling myself that I wouldn't go to a festival unless I had a gig. But it’s great to put on a nice dress, get dolled up, come out, get pissed and have a really good night. I really feel at home with it all. It's a really nice feeling."

For more coverage on this year's Brit Awards, turn to this week's issue of Billboard Magazine.