Creative in association withGear Seven Creative Channel
YouTube Launches #BRITsUnseen as Part of Official Digital Music Partnership with YouTube Shorts
Advertising Agency
London, UK
The Or, Amplify, ATO and The Fifth showcase exclusive content of 2022 nominees including Griff, Ghetts and Holly Humberstone

Ahead of The BRIT Awards 2022 taking place this evening, YouTube Shorts, this year’s Official Digital Music Partner, takes fans on a journey to the BRITs like never before, through its #BRITsUnseen campaign.

#BRITsUnseen, YouTube’s campaign with the BRITs, is now live, showcasing exclusive content with 2022 nominees including Griff, Ghetts, Holly Humberstone, along with collaborations with some of YouTube’s biggest creators, a bespoke YouTube Shorts red carpet moment on the night of the 8th February, and promotion across YouTube and socials.

In collaboration with creative agencies The Or, Amplify, ATP and The Fifth, YouTube has worked with artists and dozens of their biggest YouTube creators to capture content en-route to the awards, on the red carpet, backstage and the day after, creating a body of Shorts and video content for socials, and giving fans a window into the unfiltered - usually unseen - moments of the BRITs. This campaign, with creative concept led by YouTube’s in-house Creative Studio includes short form video, digital banners, press and organic and paid social as well as an out-of-home takeover of London’s North Greenwich underground station on the platforms, ticket gateway and escalators.

The international live stream will be hosted exclusively on the BRITs YouTube channel for the 9th year in a row, giving non-UK viewers a front row seat to all the performances as they happen, as well as giving them access to the red carpet and backstage. Performances and highlights from the night will be going up on the BRITs' YouTube channel as soon as the main show comes to a close. 

This year, YouTube has partnered with Amelia Dimoldenberg who will be bringing her unique brand of interviewing to the red carpet, alongside a host of other creators. Artists will also have the opportunity to create unique content live from the YouTube Shorts booth on the red carpet.

David Bruno, head of creative, YouTube Creative Studio, EMEA, said: "The BRITs is the biggest night in British music, but not everyone gets to go. So we set out to get behind the scenes and share the experience of being there in the most authentic and unfiltered way. #BRITsUnseen for YouTube Shorts invites fans from around the world to get closer to the whole BRITs journey, not just the events on stage. Follow award nominees and YouTube Creators as they get ready, walk the carpet, and party - you might even get a glimpse of the morning after…"

Sarah Oberman, co‑founder & strategic lead, The Or, said: “YouTube is so much more than a video streaming platform. It’s how so many of us learn our craft. How we seek inspiration. And how people build a community and launch their careers. This project wasn’t about communicating a YouTube message, it was about showing people the power of the platform. We let artists and creators tell their (unseen) personal journeys to the Brits, whilst also using YouTube shorts to give audiences real time content as the Brit awards unfolded. Working with YouTube, Amplify, The Fifth & Across the Pond we pulled off a campaign that floods the YouTube platform with a sea of exclusive content that gives music fans a totally different perspective of the Brits, further solidifying YouTube’s role as a platform where people go to learn and be inspired in ways other mediums can’t.”

Will Hope, UK head of artist & industry marketing, YouTube, said: “We know that our core audience appreciates a much more intimate view of the experiences of Creators. With 98% of online 18-34 year olds watching YouTube each month, Shorts is the natural step for fans to gain new ways of accessing the artists they know and love, especially those whose journeys have such a connection to the YouTube platform."

YouTube Shorts is the Official Digital Music Partner and will bring fans closer to the BRITs than ever before. As the home of the official livestream on YouTube, audiences around the world will be able to watch the whole journey of the BRITs unfold, from the nominations, through the run-up, to the awards themselves and the performances on demand afterwards. In an exciting first, fans will also be able to watch exclusive behind-the-scenes footage on the night on YouTube Shorts, a new short-form video experience right on YouTube, as well as listening to their favourite artists' playlists on YouTube Music. YouTube Shorts sponsors the 2022 Artist of the Year award.

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