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The BRIT Awards 2021 with Mastercard grows its digital audience by more than 250,000 fans in a single day with Grabyo

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The 2021 BRIT Awards with Mastercard, the first major music event held in an indoor arena, in front of a live audience of key workers, in the UK for more than a year, ensured its return was enjoyed by music fans all over the world by partnering with cloud video platform Grabyo.

After a three month delay, 4,000 fans were welcomed on-site to watch the 2021 BRIT Awards. With a further 2.9 million people watching online, the production team used Grabyo to build a comprehensive content strategy for the awards.

By delivering a diverse mix of live social video, real-time clips and highlights from the live show, The BRITs were able to reach 53.8M fans to engage with the awards, enjoying 81% growth in its social reach from the previous ceremony in 2020.

Throughout the evening, The BRITs content team, powered by social media agency Somethin’ Else, delivered clips and highlights from the stage, the red carpet, interviews and behind the scenes action directly to its social media channels using Grabyo’s Studio platform.

Content is most valuable when it’s live, and The BRITs ensured that music fans could follow the event and engage with content throughout the show, resulting in The BRITs gaining 250,000 new followers across its social channels on the day of the awards.

Fans were engaged across all of The BRITs social media channels, with 11 million views on TikTok, 20,000 tweets per minute from fans on Twitter and 2 million likes for the @BRITs Instagram content on show day (a 125% increase YoY).

The BRITs digital team was able to reach these fans across every platform and device, publishing content to Facebook, Twitter, Instagram and TikTok using a combination of Grabyo’s browser-based tools and mobile app.

The BRITs Red Carpet Live show also attracted over 800,000 viewers on Twitter, TikTok and YouTube, the first time it has been broadcast on multiple platforms.

“Working with Grabyo has enabled us to deliver our most successful social strategy yet” comments Giuseppe De Cristofano, Director of Digital, BRIT Awards. “Grabyo has allowed us to expand our reach, delivering the content music fans want to see, across the platforms they use. Social engagement is paramount to our growth strategy and the results speak for themselves.”

Grabyo’s cloud-native platform allowed the production team to work fully remotely and collaboratively, reducing the need for on-site production staff and enabling a highly effective content strategy with a fully distributed team. The BRITs digital team were able to produce high-quality video content in rapid time.

“We are proud to work with The BRITs again this year to help deliver another hugely successful awards show”, adds Gareth Capon, Grabyo CEO. “The BRIT Awards is an important date in the UK music calendar and it was great to bring fans closer to the artists and awards, delivering high-quality video content in rapid time. It is a win-win for fans and the production team alike.”

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