Digital BRITS

The BRIT Awards, taking place this evening at the O2 Arena in London are set to be the most digital to date, with partnerships including Facebook, Instagram, Snapchat, and a live stream from YouTube across the globe (excluding the UK).

Perhaps by next year, if Mark Zuckerberg gets his wish we will also be wearing Oculus Rift headsets and will have eschewed actual reality all together, able to experience the whole sorry spectacle from every possible angle but for now you’ll have to settle for this lot.

YouTube’s music partnerships manager in EMEA Candice Morrissey said: “The BRITs is a much-loved highlight of the global music calendar – and with good reason. From incredible live performances to A-list backstage action, it never fails to entertain – which is why we’re so proud to bring its riches to yet more music and culture lovers around the globe. Our billion users worldwide come to YouTube to watch their favourite stars, view the latest trending news and discover new artists – the BRITs content on YouTube will offer all of that, and more!”

The BRITs will host a special Red Carpet Live show, which will be streamed exclusively on its Facebook page. Presented by Lilah Parsons and George Shelley, the live stream will feature guests including nominees and performers as they arrive on the red carpet. There will be also a ‘360’ video, in which fans can apparently experience what it is like to be on that carpet. This promises to be so immersive that viewers will actually be able to smell the carpet and switch camera angles between viewing individual dust mites and James Bay’s old hat (pictured). The press room will open up to fans anywhere in the world, allowing them to pose questions to the winners on the night through Facebook and proving that nothing is sacred under the permanent glow of social media.

Instagram will also launch a dedicated BRITs video channel, the first time a dedicated Instagram channel will run for a one-off UK event. There is also going be a dedicated Vive channel, special emojis on Twitter and a live story from Snapchat. The Gen feels exhausted just reading that sentence back but go forth and choose your platform!

Emmy Lovell, Chair of the BRIT’s Digital Committee said: “This year is shaping up to be an incredible year for the BRITs in the digital world and I’m excited to be introducing new platforms and initiatives to bring the show to an even bigger audience.”

Viewers based in the UK could of course just watch it on the telly- The awards will be broadcast live on ITV and available via simulcast and catch up through the ITV Hub.

To find out more and see all nominees, go here.