The BRIT Awards 2017 with Mastercard expands digital partnerships
22 February 2017 - Press release•Apple Music confirmed as the official Digital Music partner with performances available on Apple Music & iTunes
•BRITs confirms Mary McCartney as official videographer for Instagram
•George Shelley and Lilah Parsons to host the Red Carpet Facebook Live stream to a worldwide audience
•YouTube star Caspar Lee to host the global live stream (ex-UK) for the fourth consecutive year
•Twitter fans to vote for British Artist Video category winner live on the night and exclusive emojis for every BRITs performer
•Link-ups with Vevo, River Island, Snapchat, Musical.ly, Giphy
The BRIT Awards with Mastercard exclusively broadcast on ITV
Wednesday 22nd February 2017 from The O2 Arena, London
The BRIT Awards 2017 with Mastercard is shaping up to be the most exciting digital campaign in its history, working alongside a huge number of digital platforms to deliver the best consumer experience and coverage.
Apple Music will offer audio and video highlights from the performances following the show. Music fans around the world will be able to watch and listen to stars of the show including Bruno Mars, Ed Sheeran, Katy Perry, UK grime sensation Skepta, Robbie Williams, Little Mix, The 1975 and Emeli Sandé who will all be performing at the UK's biggest night in music at The O2. Performances from the night will be available to stream on Apple Music and buy on iTunes.
The BRIT Awards is working with major digital partners to create a global experience. Viewers across the world will be able to celebrate the UK's greatest musical achievements with exclusive content and tailored live experiences across all social platforms.
Facebook joins The BRIT Awards once again on the night with Capital FM DJs George Shelley and Lilah Parsons giving the audience a live and exclusive look with their Red Carpet Live coverage. Maya Jama and Venetia Falconer will follow in the Red Carpet studio as well as providing fashion commentary in association with fashion partner River Island.
Fans worldwide will be able to watch the show, with YouTube live-streaming the music event for a fourth consecutive year. Viewers outside of the UK can tune in at www.youtube.com/brits at 7:30PM GMT / 14:30 EST / 12:30 PST to join YouTube sensation Caspar Lee hosting the stream throughout the night.
Mary McCartney is confirmed as the official videographer to The BRIT Awards 2017 with Mastercard, in partnership with Instagram. Hosting an exclusive video portrait studio backstage, Mary will capture moving images of all this year's winners, VIP guests and artists, giving millions of fans on Instagram exclusive AAA access.
For the fourth year running, fans on Twitter will be able to take part in the proceedings by voting for the winner of Artist Video of the Year live on the night using designated hashtags. The hashtags for the five shortlisted videos -- Coldplay - Hymn For The Weekend, James Arthur - Say You Won't Let Go, Little Mix Feat. Sean Paul - Hair, One Direction - History, and former One Direction member Zayn with his first solo single Pillowtalk – will be announced on the night.
Additionally, a series of exclusive BRITs emojis and stickers on Twitter will allow fans to customise their conversation around the award show.
For a second year running, Snapchat will cover The BRITs via a Live Story. Performers, nominees, guests and the audience at The O2 Arena will all be invited to contribute to the collective Story and add custom BRITs filters to their photo and video Snaps.
New to the BRITs social coverage in 2017 is musical.ly who have launched a #BRITs hashtag challenge with a dedicated song folder for tracks nominated for British Single. musical.ly's Musers Houssein and Leslie Wei will also be capturing content from the red carpet.
On the newly launched BRITs Tumblr, fans have been sharing art inspired by their favourite nominees. Viewers will be able to see gifs created by Giphy from the night on brits.tumblr.com and re-live the best of BRITs performances on Vevo.
Dorothy Hui Chair of the BRITs Digital Committee said:
"This year's initiatives are designed to give the audience the opportunity to further engage and personalize their experience with the show on the platform(s) of their choice. Our ultimate goal is to let fans experience the highlights and the emotions from BRITS 2017 right alongside their favourite artists — we are thrilled to be able to bring them along for this journey."
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