Social platforms kick off day-long live celebration for The BRIT Awards

Wednesday 21st February at The O2 Arena, London
Watch 8pm GMT / 12pm PT / 3pm ET on ITV in the UK & outside of the UK

The BRIT Awards 2018 with Mastercard will provide its digital audience with the most comprehensive experience of the show in its 38 year history. Alongside the ITV broadcast on Wednesday 21st February, the event will be covered live on every social media platform for the first time to celebrate the biggest night in UK music. 

The day begins with a activation involving top musers and artists live at The O2 and, following that, the focus will then switch to Instagram where there will be a series of ‘Live Withs’, documenting artists’ and influencers’ journeys en route to the red carpet. As the stars begin to arrive, Maya Jama and Professor Green will host a Facebook Live Stream from the red carpet over on and as everyone in the UK sits down in front of their TVs at 8pm GMT to watch the show on ITV, international viewers can tune in to the live stream of the show on, hosted by Conor Maynard and Yasmin Evans. With all the BRITs social channels going live for the first time, this gives the opportunity to instantly connect fans with the nominees and performers as they prepare for the biggest night of the year. 

After the show finishes, it’s time to head over to Twitter where the after party will broadcast from backstage live on @BRITs. The party will feature a host of influencers that have been involved in the journey to The BRITs, discussing the winners, performances and the red carpet looks. To round things up, the whole day will be documented via the BRITs Snapchat Story and bespoke BRITs stickers will be available. Also on the night, there will be a backstage Portrait Space hosted by Instagram, working with renowned photographer and videographer Millicent Hailes to provide exclusive Instagram Portraits, that will be shared on artist accounts and @BRITs throughout the night. Performances will be available to view on Apple Music after the show, with Apple Music confirmed as official digital music partner for a second year. 

Alongside the live activity on all social platforms, there’s been a large focus on involving influencers outside of music for this year’s awards. The influencer squad covers individuals that dominate on Twitter, Instagram and including - @lucyandlydia @gallucks @gracefvictory @twistandpulse @laurbubble @troymagician and @nikinsammy, who will all be reporting live from the event throughout the day on their chosen social channels. 

This hugely ambitious activation for show day comes after an extensive pre-BRITs multi-platform digital schedule, including a BRITs Artist Ambassadors Programme, a weekly BRITs Facebook Show, a Tumblr Fan Art initiative, bespoke Twitter emojis, and a social vote for the British Video category that is decided on the night in a live public vote on Twitter. 

The BRIT Awards 2018 digital campaign is led by BPI Director of Digital Giuseppe De Cristofano, Sony Music UK’s VP of Digital Dorothy Hui, Chair of the BRITs Digital Committee, and Tom Young, Managing Partner at content agency Somethin’ Else. 

Giuseppe De Cristofano, BPI Director of Digital - “We’ve planned our most ambitious digital campaign to date for The BRIT Awards as we look to build its biggest-ever global audience. Supported by a wonderful team of presenters and social influencers, we will be live across all platforms to give fans unrivalled access to the show and to their favourite artists – from the red carpet arrivals through to spectacular on-stage performances.  I’m grateful to Dorothy at Sony Music and to the Digital Committee – who have all worked hard and with great passion to ensure that The BRITs continue to innovate in the digital space."

Dorothy Hui, Sony Music UK’s VP of Digital - “To capitalise on shifts in audience trends and capture attention across platforms, we are inviting fans around the world to join us as we go live across platforms throughout show day, a first for The BRIT Awards. We’ve got an ambitious plot of activations planned on the 21st — supported by a content and influencer strategy to drive engagement in the lead up to and beyond the show airing.”

Tom Young, Managing Partner, Somethin’ Else - “Working alongside Sony and The BPI, we’ve developed a strategy to give our global audience the ultimate real time view of The BRITs 2018. The live experiences on all platforms are the perfect way to connect the show with more fans than ever before. We cannot wait to see the results.”

February 16, 2018 6:13am ET by BPI  

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