The Brit Awards to leverage star-led digital activations amid falling TV figures
Amid falling TV ratings, the 2019 Brit Awards has recruited a cast of stars to create presenter-led content across its social platforms, to recreate the feeling of being at the awards for those who can't be there in person.
The awards will take place next Wednesday (February 20th) and will be hosted by Jack Whitehall for the second time running, boasting performances from The Greatest Showman’s Hugh Jackman, Calvin Harris, Pink, Sam Smith and Rag’n’Bone man.
Last year, ratings for the awards on ITV were down by 900,000 viewers, despite a strong line-up of performers, with the live broadcast averaging 4.5m.
The Brit Awards chief executive Geoff Taylor, stressed last year that this was just one measurement amid a plethora of digital engagement. Despite falling TV figures, YouTube alone pulled in 1.5m views on the night, with 14 million people watching live performances on-demand after the show.
The digital campaign will again see YouTube live stream the event this year, and will be hosted by YouTube creator Todrick Hall and radio presenter Vick Hope. YouTube Music has been selected as the official Music App of the Brits 2019. Following the show, viewers will be able to relive performances and highlights exclusively on the channel.
Facebook will live stream the red carpet for the fourth consecutive year, which will be presented live by TV personality, Jamie Laing, and Radio 1xtra DJ, Yasmin Evans.
The Brits Instagram account will be handled by Love Island's Montana Brown and YouTuber Mark Ferris. They have been tasked with updating live behind-the-scenes content on the channel.
Alongside the presented-led content, there will also be a number of addition activations throughout the event night to drive engagement.
For the first time, the Brits will include a fan-powered Twitter Cam with Mastercard, the award's sponsor, which will offer viewers a personalised snapshot of red-carpet arrivals.
The awards has also inked a partnership with Jungle Creations, which will showcase original content across its three major channels; The Look, VT and Twisted Food. TikTok, will live-stream the red carpet, while a global Snapchat story will cover all the night's key events.
Giuseppe De Cristofano, BPI director of digital commented: “We’re delighted to build on last year’s success to make the Brit's 2019 digital campaign the biggest and best yet. Our aim at all times is to keep bringing the Brit's audience that bit closer to the nominated and performing artists, and to this end we are working with some of the best presenter and influencer talent around as we look to grow our global profile and shine an ever-bigger spotlight on to the Awards.
“Whether it’s sharing the thrill of the red-carpet arrivals or the spectacular drama of the on-stage performances, our social platforms will capture it all to give fans intimate access to Britain’s premier annual music event."
Commenting on YouTube Music's selection as the official Music App, its global head of Music, Lyor Cohen, said: “We are thrilled that YouTube Music is the official Music App of the Brit's 2019 and that YouTube will be the international live stream partner for an amazing sixth consecutive year.
"We are looking forward to delivering huge reach for this brilliant showcase of UK music talent and can’t wait to see Todrick Hall put on a great show for viewers around the world. And for those who aren’t able to tune into the live stream can enjoy exclusive performances and highlights from the evening on YouTube Music following the show. This is an exciting time, and we are happy to be partnering with The Brit Awards and the music industry on this major moment for British talent.”
Dorothy Hui, Sony Music UK - 4th Floor Creative’s vice president of digital added: “Over the last two show campaigns, we have expanded The BRITs digital footprint to fully integrate key platforms and widen the reach of The BRITs brand. For 2019, we’re focused on deepening engagement across platforms.
"We’re thrilled to have the opportunity to embrace the strength of the YouTube community with YouTube Music now onboard as Official Music App. Meanwhile, our diverse slate of talent and personalities brings new energy and perspectives to the BRITs audience leading up to and on show day.”
Nan Davies, executive producer at Somethin’ Else said: “Working alongside Sony and The BPI, we’ve focused our efforts on bringing The Brit's 2019 to life through our most talented line-up yet”.
Senior producer, Zosia Morris, added: “It means that every platform will have a unique identity across the biggest night in UK music - I’m excited to see them all come together on February 20th, connecting what we hope will be our biggest worldwide audience to date.”