The Brit Awards goes global with YouTube partnership and announces live-vote social award

By Gillian West | Social media manager

Somethin' Else


Youtube article

January 30, 2014 | 3 min read

The Brit Awards are going global thanks to a partnership with YouTube, with fans outside of the UK able to enjoy the awards and live performances from the likes of Katy Perry, Ellie Goulding and Pharrell Williams live.

The global broadcast will enable The Brit Awards to reach as wide an audience as possible, celebrating the year in British music around the world, something which Brits chairman, Christian Tattersfield, believes will “take the Brits to a whole new level”.

Tony Wadsworth, CBE, chairman BPI and Brit Awards Ltd, commented: “British music excels on the world stage, so it's a logical step for our biggest awards event to go global.”

In addition the awards will introduce its first ‘Social Vote Award’ for British video, with UK and international viewers invited to vote during the live broadcast via Twitter with the winner announced at the end of the show. The nominees for the Social Vote Award – determined by their official YouTube views - will be revealed throughout the day on Monday 10 February via The Brit Awards YouTube page.

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Of the live vote, Geoff Taylor, chief executive BPI and Brit Awards Ltd, said: “The live vote on Twitter means that viewers world-wide will decide on the night who made the best British music video. Given the phenomenal success of British music overseas and the huge importance of social media to our artists, it's right that the Brits should become a truly global, digital event.”

Content creation agency Somethin’ Else is already working with The Brits on its newly enhanced digital strategy, in a bid to offer fans more exclusive content than ever before.

The YouTube channel itself will be presented by Radio1’s Dan and Phil who will be there on the night to capture all the backstage news. Fleur de Force will be covering fashion news for the event, with Get the Look tutorials scheduled to air before the main show. Zane Lowe will also be on hand to talk to artists backstage with Georgia LA interviewing stars live on the red carpet.

Head of YouTube music partnerships across Europe, Middle East and Africa, Candice Morrisey, said YouTube was “delighted to partner with the Brit Awards”. She remarked: “Music lovers outside the UK can now celebrate the best of British talent live for the first time on the Brits YouTube channel across all devices.”

The Brit Awards will be held at The O2 in London on Wednesday 19 February and broadcast live on ITV, the digital strategy will run alongside the main broadcast as well as ITV’s additional coverage on ITV2. Live performances from the night will be made available on iTunes with the first 30 days proceeds going to War Child and The Brits Trust.

Content created with:

Somethin’ Else created online video for Virgin Media featuring music performance and interviews. The agency also produced social media and online content for the BRIT Awards.

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