The BRIT Awards 2024 with Mastercard celebrates success of strategic partnership with Meta, with significant growth reported across priority social channels

19 April 2024 - Press release

 

1.1 billion views of artist performances achieved across Instagram Reels and over 12.2 million views on YouTube in the 30 days after the show

Red Carpet Livestream views up 177% to 1.2 million

Followers across all BRITs social channels hits 5 million

The BRIT Awards with Mastercard Red Carpet Treatment podcast confirmed for Season 3

 

Friday 19th April - The BRIT Awards with Mastercard today celebrates the success of its strategic partnership with Meta for the 2024 show; achieving significant growth and engagement across official BRITs social channels.

Also confirmed today is the return of The BRIT Awards with Mastercard ‘The Red Carpet Treatment’ podcast. Season 3 will launch next week, on Thursday 25th April, once again hosted by Jordan Stephens, for an 8-week run of episodes featuring an array of talent from the world of music and entertainment. 

The BRIT Awards 2024 with Mastercard broadcast on ITV1 and ITVX in the UK and on YouTube for those outside of the UK from The O2 arena in London on Saturday 2nd March, hosted by Clara Amfo, Maya Jama and Roman Kemp.  RAYE broke the record for the most wins in one night with her six awards, and the night featured exclusive performances from Becky Hill X Chase & Status, Calvin Harris & Ellie Goulding, Dua Lipa, Jungle, Kylie Minogue, RAYE, Rema and Tate McRae.

These performances have achieved over 1.1B views across Instagram Reels in the 30 days following the show, and 12.2M views on YouTube - a huge global reach for The BRITs, with Dua Lipa’s performance of ‘Houdini’ the most-viewed at 3.2M.

Followers across all BRITs channels have now reached 5M, with 132k new followers as a result of this year’s campaign. Over 200 video pieces were published in the 24 hours around the event.

The Meta partnership saw The BRITs focus on Instagram as the priority channel for this year’s event,  with significant increase in engagement and reach achieved on the platform, and Facebook also seeing notable growth as a result of this year’s content.

 

Instagram

• The reach on event day alone grew by 38% y-o-y, from 2.9M to 4.1M. Consolidated reach after 30 days is 12.4M.

• @BRITs content has generated over 30M views, with the most liked post being the moment Kylie ran across the stage during her performance

• Seven Reels currently sit at over 1M views, with The BRITs’ most viewed reel being Bring Me The Horizon’s acceptance speech (2.7M views)

 

Facebook

• Across the event’s weekend, BRITs published 82 posts that reached 6.9M feeds (a growth of 130% compared to 2023’s 3M) and hit 1.3M minutes viewed (up by 302% from 323k.)

• The BRITs’ Red Carpet Live Stream hosted by Harriet Rose & Layton Williams hit 1M views in 48 hours post-event, and now sits at 1.2M views, marking 177% growth compared to the 2023 stream (433k)

• Consolidated reach after 30 days is 10.4M, and 28M views, with the most viewed Reel being Miley Cyrus winning International Song (1.1M)

 

Additional highlights for this year’s BRITs include:

• Over 8.4M impressions generated on X (Twitter) across the event weekend - with the consolidated 30 day figure now reaching 11.7M and 2.15M views

• 76 TikToks posted on event night, generating over 10.5M views - a number which doubled to 21M over the subsequent seven days

• BRITs posted over 30 videos on the official BRITs YouTube channel on the night, generating over 2.1M views

 

The BRIT Awards 2024 was led by Chair of the BRITs Committee, Damian Christian, Managing Director and President of Promotions, Atlantic Records (Part of Warner Music UK), and the digital campaign was led by Sebastian Battista Simone, VP Community & Content, Warner Records & Parlophone, and BPI Director of Digital Giuseppe De Cristofano, who jointly co-chaired The BRIT Awards 2024 Digital Committee, working with content agency SE: Creative.

Giuseppe De Cristofano, BPI Director of Digital said: ““We’re always looking to bring music fans closer to the artists they love via the BRITs and the partnership with Meta, across the whole BRITs campaign has delivered spectacular engagement. Over 1B views of BRITs content is staggering and is testament to an extremely well aligned partnership and well executed campaign. We look forward to building on this success with Meta in future years.”

Sebastian Battista Simone, VP Community & Content, Warner Records & Parlophone said: “The results speak for themselves, with over 1 billion views on BRITs performance content, it’s an incredible, record breaking achievement and wouldn’t be possible without our partners at Meta.”  

Mastercard returned as headline sponsor of The BRIT Awards for the 26th year, bringing cardholders closer to their passion for music through a range of BRITs experiences. Mastercard continues to partner with the BRIT School to support and celebrate the next generation of creative talent.