In a first for the UK-based music awards show, fans will be able to vote for their favourite artists on TikTok, in four new genre awards.
Spotlighting incredible British talent, the new genre awards the BRITs are adding this year are Dance Act, Hip Hop/Grime/Rap Act, Pop/R&B Act, and Rock/Alternative Act. The BRIT Awards 2022, taking place on Tuesday 8th February, will be the first time TikTok has powered a UK awards show. Tomorrow (Thursday 20th January) at 12 noon GMT, TikTok will launch their dedicated voting hub, featuring in-app promotion offers for fans to access content from artists and the BRITs’ TikTok account. TikTok users will be able to cast up to ten votes per category, per day, with vote limits reset at midnight GMT every night. Voting closes at 6pm GMT on Thursday 3rd February.
#BRITsTok launched on TikTok’s Discover page last month, full of fans and artist/BRIT nominee content, including Nathan Evans, Raye, Wolf Alice, Griff, Holly Humberstone, A1xJ1, Joy Crookes and Joel Corry.
Mastercard are the headline partner for the 24th year and are sponsoring two of the awards. YouTube Shorts is the Official Digital Music Partner, with a livestream of the nominations, run-up and awards themselves on YouTube, plus performances on demand available afterwards. Exclusive behind-the-scenes footage on the night will be found on YouTube Shorts, as well as artists’ playlists on YouTube Music.
It’s interesting to see the BRITs partner with direct short-form video competitors TikTok and YouTube Shorts.
Did you know RouteNote are also partnered with TikTok and YouTube Shorts, to help artists get their own music on to short-form video platforms for free, as well as plenty of other stores, streaming services and social media platforms?