With a matter of weeks now until the biggest date in the UK’s music calendar The BRITs announce a number of exciting digital initiatives that will turn the awards into an even bigger global event.

In a BRITs first, outside of the UK fans will be able to watch all the BRIT action, including special performances by Arctic Monkeys, Katy Perry, Bruno Mars, Bastille, Rudimental, Ellie Goulding, Lorde, Disclosure and Pharrell Williams live on YouTube. This exciting initiative is the first time ever an Award show of this scale has been globally broadcast by YouTube. The BRITs constantly review new initiatives to reach as wide an audience as possible and streaming the show live on YouTube will mean that the achievements and successes in British music over the last year can be celebrated around the world.

Not only will The BRITs be enjoyed simultaneously across the world but the global audience will also have an impact on the show itself with the BRITs first Social Vote Award for British Video. Viewers in the UK and internationally can vote live during the broadcast via Twitter and the winner will be announced toward the end of the show.

The nominees for the Social Vote Award will be gradually revealed throughout the day on the 10th of February on The BRITs YouTube. The shortlist of nominees will be based on official YouTube views.

The BRITs are working with content creation agency Somethin’ Else on the newly enhanced digital strategy, which will offer more exclusive content than ever before. With behind the scenes news, exclusive red carpet access and artist interviews The BRITs digital platforms will offer a truly unique and unrivalled experience, taking viewers closer to the action than ever before.

The BRITs digital strategy will run alongside the exclusive main live broadcast on ITV as well as ITV’s extra coverage including ITV2’s Red Carpet show (7-8pm) and BRITs Backstage (10-11pm), which will also be available on their catch-up services.

Live performances will be made available on the night exclusively to iTunes with the first 30 days proceeds going to War Child and the BRIT Trust.

The BRIT Awards 2014 will be held at The O2 in London on Wednesday 19th February and will be broadcast live on ITV.


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