The 2021 BRIT Awards were a somewhat reduced affair due to Covid restrictions on the number of people who could attend and the travel limitations on performers. In sharp contrast, the 2022 awards (on 8th February) saw it return to full capacity at the O2 in London. Luke Ferrar, innovation director at Polydor, and Giuseppe De Cristofano, director of digital at the BPI, explain how they pulled together all the digital activations for this year’s awards, with a heavy focus on firsts (TikTok voting, NFTs, a Roblox performance by PinkPantheress), where whole new audiences were targeted and why the emphasis was on multi-platform partnerships to extend the event’s reach as widely as possible.