Fans to vote on Brit Awards’ new genre categories… on TikTok


Fans will be deciding who wins the new genre categories at this year’s Brit Awards, through a vote hosted within TikTok.

The voting hub will launch in-app tomorrow (20 January) for fans to cast their votes in the Alternative/Rock Act, Dance Act, Hip-Hop/Grime Act, and Pop/R&B Act categories, with the hub also pointing fans to videos from artists and the official Brits TikTok account.

Some thoughts: first, it shows the delicate balancing act that the awards is performing this year. YouTube Shorts is its ‘official digital music partner’, but it’s still finding a way to work with TikTok too.

Second, this isn’t ‘one person one vote’. In fact, TikTok users will be able to vote up to 10 times per category per day during the voting window, which lasts until 3 February.

Note, this isn’t the spur for labels and artist teams to suddenly pump marketing budget into ads or influencer posts on TikTok. A code of conduct for the awards rules out competitions and other incentives, bots and spending on advertising or creators to drive votes.

Written by: Stuart Dredge