This is part of the reason why winning a Grammy is such a big deal. In addition to acting as validation, a Grammy win or performance can lead to a sales boost in the weeks following the ceremony. Macklemore and Ryan Lewis are the latest artists to reap the rewards.

The duo won Grammys for 'Thrift Shop' and 'The Heist' but none for pro-gay rights anthem 'Same Love.' That was the song that received the greatest boost from their awards show performance however. 'Same Love' sold 51,000 units in the week ending Feb. 2 after pushing 24,000 the week of the Grammys and 11,000 the week before that.

Macklemore and Ryan Lewis, along with Mary Lambert and Queen Latifah, performed the song during the Grammys ceremony. The set drew much attention as Queen Latifah married 34 gay and straight couples during the performance.

The platinum-selling duo was the topic of multiple thinkpieces because of their dominance over the hip-hop categories at the 2014 Grammy Awards. Macklemore won Best Rap Album over favorite Kendrick Lamar (who he apologized to in a text following the ceremony), Best Rap Performance and Song for 'Thrift Shop' and Best New Artist.

'Thrift Shop' was the song that earned him the awards, but Macklemore credited 'Same Love' for giving him a deeper legacy. "The legacy that I'm leaving on the world is more than just a song about second-hand clothes," he told Rolling Stone in an interview last summer.