The BRIT Awards 2020
Engaging UK and international audiences and fandoms through @BRITs. Somethin’ Else lead and execute the creative, strategy and output for The BRIT Awards social channels. The BRITs are the UK’s biggest global music showcase, designed for a broad primetime TV audience. Our task is to attract and build an engaged global youth audience on social. We service them outside of the linear two-hour broadcast by building anticipation and excitement in the months prior with exclusive content, key announcements and relatable commentary. Here are some highlights from the 2020 Awards campaign.
Red Carpet Live on TikTok
We delivered a 90 minute vertical broadcast from the Red Carpet as the perfect way to build-up to the main event. Our hosts Yasmin Evans and Dylan Evans chatted to artists and celebrity guests as they arrived, ending in an exclusive performance from Lewis Capaldi giving a taste of what was to come in the Awards show.
We streamed vertically into TikTok whilst also servicing Twitter, Instagram, Facebook and YouTube with highlights in optimised square and landscape video clips.
Our Red Carpet show was also broadcast live from Picadilly Lights as part of TikTok’s wider campaign around The BRITs, linking up with their major outdoor campaign featuring Lewis Capaldi and their official in-app challenges #RedCarpetReady and #LiveFromTheBRITs.
Exclusive talent-led content
In the build-up to the Awards night, we produced exclusive content with 2020’s host Jack Whitehall, including this interview with his 2017-self.
We invited the three Rising Star Shortlisted Artists to Abbey Road for an exclusive session performance and interview, produced by Somethin’ Else.
One of our BRITs Insiders, TikTok influencer Tessa, was also there to capture behind-the-scenes moments and introduce the three artists to a large TikTok audience with exclusive BRITs content.
Share and Celebrate
The Awards campaign ran from October 2019-March 2020, during which we design and produce 100s of BRITs branded assets, created and developed by our in-house designer.
Working closely with the music labels and their digital reps, we syndicate and co-ordinate publishing to maximise key announcements and generate a huge peak in engagement, sharing the excitement and celebration of The BRITs far and wide.
