Despite boasting show-stopping performances from the likes of some of today’s biggest hitmakers including Lizzo, Normani, Taylor Swift, and more (click here to watch), the 2019 MTV VMAs’ Video Vanguard Winner – Missy Elliott – was the one who walked away with the biggest sales and streaming boost among the night’s performers.
In terms of percentage spikes, no track saw a larger gain in sales from the Aug. 26 broadcast than Missy Elliott’s “Pass That Dutch.” The 2003 track, performed during a seven-song medley honoring Elliott with the Michael Jackson Video Vanguard Award, moved 1,000 downloads, up 1,185%. It was also streamed 391,000 times, a jump of 124%.
Each of the tracks from Elliott’s medley increased in sales and streams (not including the newly released “Throw It Back”), with the six older songs up at least 492% in digital downloads and at least 66% in streams. “Work It” led the way in terms of overall volume on both fronts, earning 4,000 downloads and 3.5 million streams.
The ceremony may have suffered its lowest ratings in history (as we reported here), but it continues to prove itself a viable promotional platform for performers.