The BRIT Awards 2020 with Mastercard unveil exciting partnership with video sharing app TikTok14 February 2020 - Press release
RED CARPET PERFORMANCE WITH LEWIS CAPALDI
EXCLUSIVE RED CARPET LIVE STREAM & PICCADILLY CIRCUS BROADCAST
The BRIT Awards 2020 with Mastercard today announce a direct partnership with TikTok, the world's leading destination for short-form mobile video, which will culminate in the exclusive live-stream of The BRITs' legendary red carpet, and include a red carpet performance by self proclaimed 'King of TikTok' and four-time BRIT nominee Lewis Capaldi, on the day of the awards ceremony on Tuesday 18th February at The O2 Arena in London.
As part of the BRITs' ambitious and all-encompassing digital campaign for the 40th show, TikTok will be live-streaming the arrival of nominees, artists, musicians and celebrities from The BRITs red carpet as they appear at the awards show that evening, which users can watch on the official BRITs channel (TikTok).
TikTok will amplify this by transmitting key moments directly to London's iconic Piccadilly Circus digital screens from 5:30pm on the day.
Lewis Capaldi, who is also set to perform on the main TV show later that evening, will be the first artist to ever perform on the BRITs red carpet and will be a central part of the live-stream for the TikTok community, bringing The BRITs direct to mobile phones.
There will be plenty of opportunities for the TikTok community to join in with The BRITs in-app, through competitions and hashtag challenges, including #RedCarpetReady. TikTok will also be launching the exclusive BRITs 'Jump In' sticker which TikTok creators @hollyh and @tessa.bear who are the official "BRITs Insiders", have developed, and will be encouraging BRIT nominees and performers to use straight from the red carpet.
TikTok users will also be able to create content using The BRITs 2020 *playlist, which includes tracks from nominees, or get inspired by 40 editions of The BRITs with the nostalgia playlist, featuring tracks from previous winners and performers from 1977 to 2019.
This exciting digital activity is in complement to the ITV2 Red Carpet show which is once again hosted by Alice Levine and Clara Amfo.
Giuseppe De Cristofano, BPI Director of Digital said:
"We are constantly looking to evolve our digital offering around the Show and I'm extremely pleased that we have been able to agree this partnership with TikTok, which enables us to reach new audiences and music fans on the app. With the addition of the BRITs Red Carpet performance with Lewis Capaldi, BRITs fans will be closer than ever before to the king of TikTok."
Rich Waterworth, TikTok's General Manager U.K., said
"Every day, TikTok's UK users create content with millions of songs - and so partnering with The BRITs, THE cultural moment for music in the U.K., for its landmark 40th show, was the natural thing for us to do. We're proud of the way TikTok is palpably changing the way people consume music and to continue to bring the most exciting music content to our creative global community - the BRITs red carpet performance with Lewis Capaldi being a prime example of this.
On TikTok, artists can reach listeners at lighting speed and build authentic fanbases - it's a unique connection between artists and fans that we want even more artists and fans to benefit from - as well as the discovery opportunities TikTok brings for success off-platform. We see this BRITs partnership as one of the major milestones in a big education push we have for the UK music industry this year."
The BRIT Awards 2020 with Mastercard takes place Tuesday 18th February at The O2 Arena in London, exclusively broadcast on ITV. Hosted by Jack Whitehall, the show will also feature live performances from Billie Eilish, Celeste, Dave, Lewis Capaldi, Lizzo, Harry Styles, Mabel, Sir Rod Stewart and Stormzy.
Paul Hourican, Head of Music Operations, UK, said:
'Our BRITs 2020 partnership is part of a wider U.K. programme that aims at collaborating with and educating labels, managers and artists to make the most out of the platform, taking advantage of TikTok's unique creativity to engage with their fans and connect with a new global audience to get their music discovered and build a strong, highly engaged fanbase.'
*Which sits on the TikTok Sounds page in-app