One Direction would win best video, single and group, if The Brit Awards were decided by social votes
Disclosure and One Direction would be the big winners at the Brit Awards, if the awards were based on social media performance, RadiumOne has found.
One Direction tops the overall league of all 38 nominees, and would take home the gongs for British Video, British Single and British Group, the research found, while Disclosure would scoop the Mastercard British Album of the Year.
The research by RadiumOne looked at the number of stories shared about each nominated artist and group on popular music and entertainment websites, combined with how they have been interacting with their fans over the last 30 days.
John Newman would scoop best male, Ellie Goulding would be the best female and Sam Smith would pick up the Critics Choice award, in the votes were decided by social media performance.
Rupert Staines, managing director for Europe at RadiumOne, explained: “The digital shift within music over the last five years has demonstrated that fans are always connected. Understanding what content fans want to see, when and on which device presents both a massive challenge and opportunity for artists and music labels alike.
“Sam Smith’s position clearly demonstrates that for new artists to break through, social interaction is arguably as important as airplay as a means to grow a fanbase.”
The top five artists by social rank were One Direction, Bruno Mars, Pink, Lady Gaga and Katy Perry.
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