The BRIT Awards 2020 with Mastercard unveil all-encompassing digital campaign

17 February 2020 - Press release

• Amazon Music enlisted as official digital partner

• All the action from the red carpet to be streamed on TikTok, including a performance from Lewis Capaldi

• All-star social talent recruited to provide comprehensive event coverage

• Creation of an access all areas Facebook Collaborative Story in a first for any UK Awards show

• YouTube Live stream to an international audience outside the UK

 

The BRIT Awards 2020 with Mastercard today unveils its full digital campaign, with its far-reaching plans to engage with a global audience across all of its platforms. This includes new partnerships with Amazon Music and video sharing app TikTok alongside an exciting array of new digital activations, fronted by a stellar line-up of global presenters to build anticipation ahead of this year’s ceremony.

As Official Digital Music Partner for The BRITs, Amazon Music hosts the Official BRIT Awards 2020 playlist, available on all four of Amazon Music’s streaming tiers, with further playlists available on Amazon Music including a playlist celebrating the best of The BRIT Awards over the past 40 years. On the evening of the event, from 5:30pm, you can watch live coverage of the red carpet on Amazon Music’s Twitter and Instagram by following @AmazonMusicUK. Amelia Dimoldenberg and Harry Pinero will be Amazon Music’s red carpet hosts.

 

The offlcial BRITs channel will be Live Streaming from the Red Carpet into TikTok for the first time ever. The coverage will be hosted by Yasmin Evans - capturing the arrival of all the big name artists, guests and celebrities. Yasmin will be joined by TikTok star Dylan Evans who will be based with the fans as their favourite artists arrive at The O2 Arena. The live stream will also include a red carpet performance from Lewis Capaldi. Global TikTok influencers @HollyH and @Tessa.Bear, who have a combined audience of 22m followers, are also an integral part of this year’s campaign. The pair have joined forces to share content with their fans in the build-up to the awards and on the day itself. This includes the hashtag challenges #RedCarpetReady and #LiveFromTheBRITs. There will also be an exclusive ‘Jump In’ sticker on the platform for nominees and performers to add to their own feeds.

 

The BRITs will continue to serve its global audience with the international YouTube live stream from 8PM GMT, hosted by YouTubers Patricia Bright and Munya Chawawa. 

 

Returning again this year is the popular BRITs episodic social series Woman Crush Wednesdays, which shines a light on inspirational women in music. The series, which is available on IGTV, is hosted by body positive campaigner  Megan Jayne Crabbe - also known as ‘bodyposipanda’ on the platform.

 

Alongside the presented content, additional activations across all the other major platforms will take place throughout the night, driving engagement across a whole new generation of BRITs fans.

 

This includes:

• In a first for any UK Awards show, a partnership with Facebook to curate a Collaborative Story. Artists, nominees and guests will all be contributing their personal perspectives of the day into a story shared from The BRITs account.
  

• The continuation of GIPHY as The BRITs Official GIF partner. Both the red carpet live stream and main show will belive GIF’d by the platform, who will also promote special in-app GIPHY stickers for fans and artists’ Instagram Stories

 

The BRIT Awards 2020 digital campaign is led by BPI Director of Digital Giuseppe De Cristofano, Chairman of The BRITs Digital Committee Tony Barnes, Zosia Morris and Tom Young, Executive Producers for content agency Somethin’ Else. 

 

Giuseppe De Cristofano, BPI Director of Digital -

“With such a strong accent on the live element this year to celebrate the 40th edition of The BRITs, and with so many incredible young artists curating their own performances on the night, we can look forward to working with more spectacular shareable content than ever before to fuel our digital campaign. 

 

And with a strong strategic vision from Tony Barnes our BRITs Digital chair we have been able to secure a calibre of partners that will extend our global reach and engagement. The BRITs has a tremendous opportunity to excite even more fans around the world as it showcases the very best of diverse British music.”

 

Tony Barnes, Chairman of the BRITs Digital Committee -

“We are constantly striving to evolve the digital ecosystem around the BRITs to ensure we reach and captivate as many people as we possibly can around the world. This is the biggest event in British Music and a celebration of popular youth culture and we want to surface the magic of the show in to as many audiences and feeds as possible."

 

Zosia Morris, Executive Producer at Somethin’ Else - “It’s been a brilliant process collaborating with Giuseppe and Tony on this year’s campaign and we’re incredibly proud of the end results. The challenge set was to increase the social reach of The BRITs and continue to grow its global fanbase. The presenter line-up and activations across all platforms do exactly that and the partnership with TikTok is going to offer a whole new dimension to the show.”