The UK’s Brit Awards have a new partner from the world of streaming services. Amazon Music will be the ‘digital music partner’ for the event in February. That means Amazon’s music services will get to stream the performances from the awards after the event; host the official Brit Awards 2020 playlist as well as other playlists based on the event’s history; and will sponsor the Best Male and Best Female categories on the night.
This all appears to be a changing of the guard in terms of the Brit Awards’ digital partnerships. In 2019, YouTube sponsored the event, with YouTube Music named as the ‘official music app’ of the awards earlier this year.
Music Ally has confirmed this morning that while the titles are different, Amazon *has* replaced YouTube in this role. That said, YouTube has a longstanding relationship with the Brit Awards for streaming the event live to viewers outside the UK. Of course, Amazon has a live-video service too, Twitch, so in theory it could take on the livestreaming task too. But it’s quite possible YouTube will still be the livestream partner once details for that are announced in the new year: we’ll keep you posted.