MASTERCLASSING

BRIT Awards strikes TikTok partnership

David Murphy

The BRIT Awards 2020 with Mastercard has announced a partnership with TikTok, which will culminate in the exclusive live-stream of The BRITs’ red carpet, and include a red carpet performance by self proclaimed ‘King of TikTok’ and four-time BRIT nominee Lewis Capaldi, on the day of the awards ceremony on Tuesday 18 February at The O2 Arena in London.

As part of the BRITs’ digital campaign for the 40th show, TikTok will be live-streaming the arrival of nominees, artists, musicians and celebrities from The BRITs red carpet as they appear at the awards show that evening, which users can watch on the official BRITs channel on TikTok. TikTok will amplify this by transmitting key moments directly to London’s Piccadilly Circus digital screens from 5:30pm on the day.

Lewis Capaldi, who is also set to perform on the main TV show later that evening, will be the first artist to ever perform on the BRITs red carpet and will be a central part of the live-stream for the TikTok community, bringing The BRITs direct to mobile phones.

There will be plenty of opportunities for the TikTok community to join in with The BRITs in-app, through competitions and hashtag challenges, including #RedCarpetReady. TikTok will also be launching the exclusive BRITs ‘Jump In’ sticker which TikTok creators @hollyh and @tessa.bear who are the official ‘BRITs Insiders’, have developed, and will be encouraging BRIT nominees and performers to use straight from the red carpet.

TikTok users will also be able to create content using The BRITs 2020 playlist, which sits on the TikTok Sounds page in-app, and includes tracks from nominees, or get inspired by 40 editions of The BRITs with the nostalgia playlist, featuring tracks from previous winners and performers from 1977 to 2019.

“We are constantly looking to evolve our digital offering around the Show and I’m extremely pleased that we have been able to agree this partnership with TikTok, which enables us to reach new audiences and music fans on the app,” said BPI Director of Digital, Giuseppe De Cristofano. “With the addition of the BRITs Red Carpet performance with Lewis Capaldi, BRITs fans will be closer than ever before to the king of TikTok.”

The BRIT Awards 2020 with Mastercard takes place Tuesday 18 February at The O2 Arena in London, exclusively broadcast on ITV. Hosted by Jack Whitehall, the show will also feature live performances from Billie Eilish, Celeste, Dave, Lewis Capaldi, Lizzo, Harry Styles, Mabel, Sir Rod Stewart and Stormzy.