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Amazon Music Official Digital Music Partner reports “outstanding results”
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Over 20m Views of BRITs Performances on YouTube so far
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6 of the Top 10 Global Twitter Trends and 600k tweets on the night
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Sales uplifts increase by 28% for BRITs winners and performers with significant chart movement for Dave and Lizzo
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TikTok Red Carpet live stream receives 1.4M views - the biggest viewership for a global TikTok live stream out of the UK
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Over 210m Combined global views of official BRITs TikTok content
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BRITs digital following up strongly 13% overall across all social platforms
“With enormous combined reach across terrestrial TV, radio, online streaming and social media, the BRITs has become a truly multi-platform, global event reaching many millions of fans around the world. It was a specific goal this year to achieve greater cultural and sales impact and we have made great progress towards that goal. As we look beyond our 40th birthday, we are passionate about making the BRITs the most compelling and accessible showcase anywhere in the world for the best British and international talent.” - Geoff Taylor, Chief Executive BPI & BRIT Awards
The BRIT Awards 2020 with Mastercard today reveal the full impact of their all-encompassing digital campaign for this year’s show, which sees increases across social media activity as well as sales and streaming in yet another ground-breaking year for the show as it marked its 40th edition.
The show broadcast on ITV in the UK from The O2 Arena in London, on 18th February, hosted by Jack Whitehall and featuring exclusive live performances from Billie Eilish, Celeste, Dave, Harry Styles, Lewis Capaldi, Lizzo, Mabel, Sir Rod Stewart and Stormzy.
Performances and highlights are available now on The BRITs’ official YouTube channel. The world premiere of the official Bond theme song ‘No Time To Die’ by Billie Eilish reached 11.9M views - beating the 10.8M views combined across all performances in 2019 for the week immediately following the BRITs. The total YouTube views across all 2020 performances is currently at 20.9M, nearly double what it was at this stage in 2019.
Overall uplift across winners and performer album sales was +28%, equivalent to approx 14k extra sales, and not including Billie Eilish (who was on midweeks pre BRITs), streams across tracks by performers increased by 29%, equivalent to approx. 3M extra. Dave and Lizzo were the main beneficiaries, with Dave’s Mastercard Album of the Year winner Psychodrama moving up to 14 from 57 in The Official UK Album Chart and Lizzo’s Cuz I Love You leaping from 136 to 35.
In 2019 the sales uplift was +15.1%.
As the Official Digital Music Partner for The BRITs 2020, Amazon Music hosted the Official BRIT Awards 2020 Playlist across all four of their streaming tiers which have been refreshed post-show to include live performances.
A new partnership with TikTok this year saw the video sharing app exclusively host the Red Carpet Live Stream, with Yasmin Evans and Dylan Evans interviewing artists and celebrities as they arrived on the night - resulting in 1.4M views, the biggest viewership for a global TikTok live stream out of the UK. The red carpet live stream also featured a performance from Lewis Capaldi, and was transmitted into Piccadilly Circus’ digital screens. The platform also saw the highest increase in follower numbers, with over 390k additional followers accumulated throughout the campaign.
The TikTok community were also engaging with The BRITs in-app, through competitions and hashtag challenges including #RedCarpetReady (148.7M views), and artists were encouraged to use an exclusive ‘Jump In’ sticker and hashtag #LiveFromTheBRITs from the red carpet - which saw 39k video creations and generated 30M global views in 24 hours. The in-app BRITs banner saw 127.3M impressions, and as of 19th February, the @BRITs handle had received 5.3M likes and total views of 188M. Total BRITs content views (Red Carpet and Main show content) came to 23.8M in 72 hours.
New YouTube live stream hosts Patricia Bright and Munya Chawawa presented the show to an international audience, which achieved cumulative views of 1.1M (across both the BRITs and Jack Whitehall’s official YouTube channels).
Overall The BRITs saw significant growth of 13 per cent in its overall follower numbers across all of its social accounts combined for @BRITs – up to 3.825 million from 3.375 million in 2019.
Harry Styles created the highest engagement on Twitter and Facebook - his arrival on The BRITs Red Carpet had over 53k interactions and 9.7k retweets whilst his performance clip has clocked 55k interactions on Facebook.
On Instagram, Jack Whitehall’s table chat with Styles and Lizzo is the BRITs most engaged and highest reaching post of the last two years with engagement at 80.1k.
The BRITs 2020 were the first ever UK award show to run a Facebook Collaborative Story, which featured 14 artists and included content from BRIT nominees Bastille, Mabel, Tom Walker and host Jack Whitehall.
On Twitter, six of the top ten worldwide trends on the night related to the show, including #TheBRITs, #BRITs2020, Billie Eilish and Dave.
The BRITs was the most tweeted about show in the UK last week - with almost double the volume of tweets than Love Island. On the night, nearly 600k tweets were sent about the show, with 213.5M impressions (9% increase from 2019) and 2.6 million likes. The BRIT Awards Twitter video views totalled 5.4 million (3% increase from 2019).
