Is it that time of the year already? We mean the time when a press release lands in Music Ally’s inbox about YouTube and the BPI, and *doesn’t* mention the ‘value gap’.
The British industry body has enlisted YouTube as its international streaming partner for the Brit Awards for the fifth year in a row. That means YouTube will be broadcasting the event on 21 February around the world (but not in the UK) complete with its own hosts: musician and YouTuber Conor Maynard, and BBC Radio 1Xtra DJ Yasmin Evans.
“The Brit Awards is the premier showcase for British music, and extending the show’s global reach means that it will introduce exciting new talent such as Dua Lipa, Rag’n’Bone Man, Stormzy and Jorja Smith to more international viewers than ever before,” said BPI boss Geoff Taylor.
“Britain produces some of the most boundary-pushing and creative artists out there right now. That’s why I’m excited that fans all around the world can watch The Brit Awards live on YouTube,” said YouTube’s music boss Lyor Cohen.
For all the tensions that still exist between his company and industry bodies like the BPI, the Brits partnership has been fruitful. Last year’s event reached more than one million unique viewers outside the UK via YouTube, while the official Brits channel now has more than 582,000 subscribers.