MUMBAI: The Brit Awards have always been about honouring the best of British talent. And while this year will be no different, it will be broadcast for all the world to see. For the first time in its 34 years, the award ceremony will have a dedicated Youtube channel, enabling millions of viewers around the world to watch the event live, online.
In addition to its very first online stream, the Brit Awards will also be adding a new category. Debuting at this year's ceremony will be the BRITs Social Vote Award for British Video. Nominees for this video will be announced through Twitter and Youtube, a week before the event. UK viewers and also those around the world will be able to vote for their favourite video during the broadcast, through Twitter, and the winner will be revealed at the end of the ceremony.
Chairman of the BRITs Christian Tattersfield said, “Britain has always been a world leader when it comes to producing and championing great artists, so it's fitting that our biggest annual celebration of outstanding music will reach such a huge global audience. By adding the first ever social vote and [the] YouTube live stream we are taking the Brits to a whole new level, offering a dynamic, engaging and fully interactive experience for fans everywhere.”
The event will also feature performances from some of music's big names like Arctic Monkeys, Pharrell Williams, Bruno Mars, Katy Perry, Lorde, Ellie Goulding, Bastille, Disclosure and Rudimental. Live performances and behind the scenes content from the show will be made exclusive to iTunes on the same night. Proceeds from the first 30 days will go to War Child and Brit Trust.
The BRIT Awards 2014 will take place at the O2 in London on 19 February.