TikTok hits the right notes with BRIT Awards deal

brit_awards_2020

The BRIT Awards 2020 with Mastercard has announced a direct partnership with TikTok, the short-form mobile video platform.

The tie-up which will culminate in the exclusive live-stream of The BRITs’ legendary red carpet. It’ll also include a red carpet performance by self proclaimed ‘King of TikTok’ and four-time BRIT nominee Lewis Capaldi. This will happen on the day of the awards ceremony on Tuesday 18 February at The O2 Arena in London.

BRIT Awards live stream 

As part of the BRITs’ ambitious and all-encompassing 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 (TikTok).

TikTok will also transmit key moments directly to London’s iconic Piccadilly Circus digital screens from 5:30pm on the day.

Lewis Capaldi first

Lewis Capaldi, who is performing on the main show, will also be the first artist to ever perform on the BRITs red carpet. He’ll be a central part of the live-stream for the TikTok community, bringing The BRITs direct to mobile phones.

TikTok siad there will be plenty of opportunities for its 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.bearwho are the official “BRITs Insiders” – have developed. They’ll be encouraging BRIT nominees and performers to use straight from the red carpet.

Giuseppe De Cristofano, BPI Director of Digital said: “We are constantly looking to evolve our digital offering around the show. I’m extremely pleased that we have been able to agree this partnership with TikTok.

“This will enable us to reach new audiences and music fans on the app.

“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.”

Millions of songs

Rich Waterworth, TikTok’s General Manager UK, said: “Every day, TikTok’s UK users create content with millions of songs. So partnering with The BRITs for its 40th show, was natural for us.

“We’re proud of the way TikTok is palpably changing the way people consume music and to continue to bring the most exciting music content to our creative global community. The BRITs red carpet performance with Lewis Capaldi is a prime example of this.