The BRIT Awards with Mastercard today reveal the full impact of their digital campaign for the 2022 show which took place earlier this week, which has shown growth in new areas as the awards embraced a raft of exciting and new digital partnerships for this year’s event.
The show broadcast on ITV and ITV Hub in the UK from The O2 arena in London on 8th February hosted by Mo Gilligan and featuring exclusive performances from Adele, Dave, Ed Sheeran, Holly Humberstone, Liam Gallagher, Little Simz and Sam Fender.
YouTube Shorts were the Official Digital Music Partner and brought fans closer to the BRITs than ever before: from #BRITsUnseen, YouTube’s campaign which took fans on a journey to the BRITs through exclusive content with 2022 nominees, to collaborations with some of YouTube’s biggest creators, and a bespoke YouTube Shorts red carpet moment on the night hosted by Amelia Dimoldenberg who was joined by Harry Pinero and Unknown Vlogs for coverage across the O2 arena. YouTube also hosted the livestream of the BRITs for non-UK viewers for the ninth year.
The #BRITsUnseen campaign saw over 130 artists and creators upload content to YouTube, with 11million total views in the week following the BRITs. Amelia Dimoldenberg’s red carpet content was the highest performing YouTube video of all the creators with over 500k views to date.
The BRITs YouTube channel saw 5million views the week following the awards. Performances and highlights from the show are now available on the BRITs’ official YouTube channel, with 11million views across all performances achieved to date and with Adele, Ed Sheeran and Dave performances at the top of the leaderboard.
Cumulatively, there were over 27 million views across BRITs channel uploads, performances, and #BRITsUnseen.
Ahead of the show, a BRITs Red Carpet Live Stream was hosted on YouTube, Facebook, Twitter and TikTok, which saw presenters Munya Chawawa and Nella Rose interviewing nominees, performers and guest presenters as they arrived on the night, resulting in 1million views, an increase of 25% compared to 2021.
On TikTok, the BRITs saw a 42% y-o-y increase in content views, with over 16million views of event day content on the platform. Content published with the #BRITsTok hashtag has had over 332million total views to date. The BRITs this year in a first for the event and for the app, partnered with TikTok to power the public vote for the four new genre categories, which saw millions of votes cast in the two-week voting period.
The 2022 show saw the launch of the limited BRITs NFTs in partnership with eco-friendly NFT platform Serenade, which went on sale the morning after the show, priced at £10 and purchased at brits.serenade.co, with all proceeds going to The BRIT Trust. 250 editions for each category were made available and within 24hours of going on sale over 1500 have been sold; with complete sell-outs for the NFTs for Artist of the Year, Mastercard Album of the Year and Hip Hop/Grime/Rap Act.
Marking another new partnership for the BRITs in 2022 saw the first ever awards show VIP Party launched on Roblox (NYSE: RBLX), a global platform bringing millions of people together through shared experiences, with virtual artist meet and greets happening throughout the week post-BRITs, culminating in an exclusive virtual concert experience with PinkPantheress in avatar form, with 1.6Mmillion visitors to the BRITs world since launching the night before the BRITs ceremony.
Breaking further new ground, The BRITs 2022 also collaborated with fashion brand Depop, who supported this year’s event through prominent features in-app such as curated lists by BRITs nominees, and LADBible and Love of Huns, who provided a whole new angle on show night for their fans.
Based on the four days post-show and with further increases likely, audio streams across tracks performed on the night compared to the four days leading up to the show increased by 55% with 3.3million additional streams. The highest uplifts were for Ed Sheeran’s ‘The Joker & The Queen (+699%), Little Simz’s ‘Introvert’ (+275%) and ‘Woman’ (+224%) and Dave’s ‘In The Fire (+168%).
The BRIT Awards 2022 digital campaign was led by Luke Ferrar, Innovation Director at Polydor Records and BPI Director of Digital Giuseppe De Cristofano who jointly co-chair The BRIT Awards 2022 Digital Committee, working with content agency Somethin’ Else Creative Studio led by Executive Producer Darren Struwig.
Giuseppe De Cristofano, BPI Director of Digital said: “I am delighted with the results from this year’s social campaign. We continue to strive to bring fans closer to the BRITs and the artists they love, we continue to see remarkable growth in engagement across all of our social output including all of live content. Our multi-platform Red Carpet strategy continues to pay off with more viewers than ever before. New initiatives like our NFT partnership with Serenade designed by the incredible MRE, along with the first ever BRITs VIP Party on Roblox featuring PinkPantheress, allow us to reach new audiences around the globe, reinforcing the global appeal of the BRITs and British music. I’d like to thank my BRITs Digital Committee co-chair Luke Ferrar for all of his work in leading and shaping this year’s campaign, along with the team at Somethin’ Else Creative Studios for executing it so well.”
Luke Ferrar, Director of Innovation, Polydor Records said: “Our ambition for the BRITs digital campaign this year was to reach new frontiers and to create unique and innovative opportunities for the show and its audience. The BRITs continues to grow and expand its reach even further than before, and I am delighted to see such great results from these new partnerships. We have been such a brilliant team who have driven such a successful campaign. Incredibly proud to be involved.”
Mastercard returned as headline partner for the 24th year having supported The BRITs for over two decades, bringing cardholders closer to music through a range of Priceless BRITs experiences. This year, Mastercard continued to sponsor the much sought after Mastercard Album award, as well as Song of the Year with Mastercard for the second time and is proud to carry on connecting people to priceless possibilities.
YouTube Music was the Official Digital Music Partner, bringing fans closer to the BRITs than ever before. As the home of the official livestream on YouTube, audiences around the world were able to watch the whole journey of the BRITs unfold, from the nominations, through the run-up, to the awards themselves and the performances on demand afterwards. In an exciting first, fans were also able to watch exclusive behind-the-scenes footage on the night on YouTube Shorts, a new short-form video experience right on YouTube, as well as listening to their favourite artists' playlists on YouTube Music. YouTube Shorts sponsored the 2022 Artist of the Year award.