UPDATE: Our snapshot from the end of the West Coast broadcast, seen below, confirmed the trends from the earlier feed. With the morning sunrise, Beck's Morning Phase, voted Album of the Year, is now #1 on the iTunes album chart. Multiple major-trophy winner Sam Smith is right behind. The Grammy nominees comp goes Top 5, Sia floats to #7 and Hozier's album re-enters the Top 10. Winner-performer Miranda Lambert is just outside the leaderboard now.

This morning, meanwhile, confirms something else: Madonna is as adept as ever at seizing a moment.

The erstwhile Material Girl, whose performance of "Living for Love" on the Grammys went over like gangbusters, released three instant-grat tunes, which this morning took over the top three positions on the iTunes singles chart. Her Rebel Heart, meanwhile (due 3/10) is currently the #27 album.

AWOLNATION's song from Fifty Shades of Grey (streeting this week) has jumped to the Top 5. What's this got to do with the Grammys? Not much, but a steamy spot for the flick did run during the telecast...

As Grammy night ends, here are some emerging iTunes sales trends. Be advised that these will change a lot in the ensuing hours, but note that for the most part: Performances moved the needle and the stuff that's had the longest time to grow has grown the most.

On the album side, Ed Sheeran moves up a spot to #1, Sam Smith goes #5-2 and Album of the Year champ Beck flies #66-3.

The Grammy nominees comp goes #18-6 and Sia's 1000 Forms of Fear levitates #19-11, while Country Album winner Miranda Lambert leaps #48-13. Ariana Grande moves #35-30.

ELO's best-of set, which arrived on the chart at #22 after the East Coast feed, ends the night at @19. The kids are stoked about this hot new band, just as they were about that McCartney kid.

The singles chart finds Sheeran's "Thinking Out Loud" on top, the Rihanna/Kanye/Paul collab moving #4-2, Hozier's "Take Me to Church" inching up #5-4 and Sam's "Stay With Me" zooming #14-5. Sia's "Chandelier" swings a soaring #53-18, and John Legend jumps #47-23 with "All of Me."

But arguably the biggest (and most unexpected) sales winner thus far? Imagine Dragons, whose Target-sponsored "Shots" perf drives the new song #99-26. The band's album pre-order goes #21-15.

Stay tuned for a lot more of this stuff.