Press

The BPI, the UK recorded music industry association, announced today a groundbreaking initiative with YouTube. The BRIT AWARDS, the UK’s leading music awards show, will have its own dedicated partner channel with YouTube, the first music award show ever in the UK to do this. The new channel, www.youtube.com/thebritawards, will be devoted to news, views and blogs about the event. To celebrate its launch, the network is offering the chance for four lucky YouTubers to become part of the BRITS prestigious voting Academy and attend The BRIT Awards 2008 with MasterCard on Wednesday 20th February at Earls Court, London.

The BRITs Academy votes for seven of the awards at the BRITs and is made up of more than 1,000 specially invited members from across the breadth of the UK music industry: music critics, music writers, online & student press, major & independent record companies, retailers, music TV and radio producers & presenters, music publishers, artist managers, live concert promoters, NUS representatives and Djs.

In a unique collaboration with YouTube, the BRITs is offering the chance for four lucky people to become part of this highly esteemed panel and get involved in the voting process to decide who should win the coveted BRIT Awards. These “YouTube Ambassadors ” will then attend the BRITs Nomination Launch and the BRIT Awards show itself.

From Monday, people across the UK have just over a WEEK to upload a video to YouTube that shows why they should become a member of the prestigious 1,000 strong voting Academy. The “Blag your way to the BRITs” campaign is simple. Upload your video and The BRITs will choose the best four entries to become YouTube BRITs Ambassadors. The Ambassadors will then have one week before casting their final votes to solicit the opinions of the YouTube community to help make their decision.

Ged Doherty, Chairman of the BRITs Committee commented: “This is the first time the public have been involved in the Academy voted sections of The BRITs and is a great way for YouTube users to show their passion for music and vote for their favourite artists. I look forward to meeting the four Ambassadors at the Nominations Launch party and the Show itself.”

BPI chief executive Geoff Taylor added: “Every year we seek to broaden the appeal and reach of the BRITs, and greater interactivity adds to the show’s live appeal. Partnering with YouTube is a logical extension of that, as it enables us to break new ground in taking great music to audiences online, and directly involve music fans in the world’s best music show.”

Click onto URL: www.youtube.com/thebritawards and upload your BRITs related video.