BRIT Awards increase digital viewing audience following day long live activations across all major social platforms

The BRIT Awards 2018 with Mastercard boosted this year’s digital audience following an ambitious day-long live celebration across all major social platforms in a first for the BRITs. Over 1.5 million watched the show live or via video on demand, which broadcast live from The O2, London on February 21st.

Alongside its transmission on ITV in the UK, the show was supported by the most comprehensive social coverage in its history, live streaming across YouTube, Facebook, musical.ly, Instagram, and Twitter throughout the day.

Fans of the BRITs outside of the UK watched the show on an exclusive YouTube live stream hosted by Conor Maynard and Yasmin Evans, and Maya Jama and Professor Green’s hosted a Facebook Red Carpet Live in the lead up to the show, featuring interviews with Dua Lipa, Stormzy, Ed Sheeran, J Hus and Kylie Minogue. The two hour broadcast reached over 6 million views across February 21st-23rd.

The day’s celebrations began on musical.ly where hosts Twist and Pulse were joined by an all-star cast of Musers and guests including Amelia Gething, Houssein, Phil Green, Tessa Bear, Luke Franks and Yasmin Evans. Ahead of the red carpet, the BRITs Instagram hosted three ‘Live With’ broadcasts as artists got ready, featuring Mabel, Jax Jones and Little Mix and joined by influencers Lucy and Lydia. The evening finished on Twitter, where hosts Niki and Sammy were joined by Troy The Magician, Grace Victory and Joel Gallucks to reflect on the night in a live stream after party.

For the very first time, Millicent Hailes captured exclusive Instagram backstage portraits including Rita Ora, Stormzy and Kylie Minogue. Her beautiful videos showcasing exclusive behind-the-scenes imagery are featured on BRITs’ Instagram. The event was also covered by two global Snapchat stories featuring exclusive BRITs stickers. For the third year, performers were celebrated on Twitter with bespoke emojis - the most used of which was #LiamPayneBRITs followed by the emojis for Dua Lipa and Rita Ora.

The day of live streaming was the result of months of planning, underpinned by a social strategy focussed on artist and influencer activations across all feeds. In the lead-up to the main event, artists including Jack Whitehall, Jorja Smith, Paloma Faith and Clean Bandit took part in Twitter Q+As, Instagram Story takeovers and Tumblr Answer Times. This included a Twitter Q+A with Liam Payne which culminated in Rita Ora inviting him to perform with her on stage at the event.

The BRITs digital campaign is spearheaded by Sony Music UK’s VP of Digital Dorothy Hui, and BPI’s Director of Digital Giuseppe De Cristofano.

Dorothy Hui, Sony Music UK’s VP of Digital - “Our team designed this year’s campaign strategy around creating exciting experiences to cater towards audience and platform shifts towards live and social video. We’re thrilled so many fans around the world were able to join us across platforms to experience BRITs 2018.”

Giuseppe De Cristofano, BPI Director of Digital - “Our ambitious strategy to go live on all platforms for the first time coupled with a wonderful team of presenters and social influencers, has given fans unrivalled access to the show and to their favourite artists.

We work very closely with our social media partners to make sure that every activity is maximised for the artists and for the fans watching.

It is a huge team effort and I’m thankful to everyone involved, especially Dorothy at Sony Music, Tom and his team at Somethin’ Else Productions and to the BRITs Digital Committee – who have all worked hard and with great passion to ensure that The BRITs continue to innovate."

Performances are available via Apple Music, the official digital music partner to the BRITs 2018, including Justin Timberlake, Rag’n’Bone Man & Jorja Smith, Rita Ora & Liam Payne. Relive the highlights, exclusive performances and playlists from nominated artists on Apple Music.

Mastercard celebrated its 20th year as headline sponsor of the BRIT Awards, and continues its sponsorship of the much sought-after Mastercard Album of the Year Award.

Apple Music is the official digital music partner for The BRIT Awards 2018. Visit The BRIT Awards 2018 on Apple Music here: The BRIT Awards