Next Wednesday is the Brit Awards, the flagship annual awards show for the British music industry.

It’s fair to say the organisers are leaving no stops un-pulled out when it comes to the digital activity around the event. There’ll be a live stream on YouTube of the show to viewers outside the UK, fronted by US YouTuber Todrick Hall. There’ll be live red-carpet coverage on Facebook before the show, fronted by celebrities Jamie Laing and Yasmin Evans. Influencers Montana Brown and Mark Ferriss will be taking over the official Brits Instagram channel to post from backstage. And there’s a fan-powered Twitter-cam; life GIFs from the awards on Giphy; and even a live stream on TikTok (again, from the red carpet) with more influencers involved. A #BRITsThankYouSpeech challenge is also underway on the social video app.

“Over the last two show campaigns, we have expanded The Brits digital footprint to fully integrate key platforms and widen the reach of The Brits brand,” said Sony Music’s Dorothy Hui, who is co-leading the campaign. “For 2019, we’re focused on deepening engagement across platforms.”

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