How the BRITs began and how they are today are two very
different events. I am going to focus on the advancement of digital technologies
and how they have developed The BRITs into a commercial, ‘mega’ music event.
“So wind back the
years and its 1977- the year it all started. Cher was already 21, Robbie was 3
and Beyonce was just a figments of her parents imagination,” (The BRITs).
The first ever ‘BRITs’ were known as the ‘British Record
Industry Britannia Centenary Awards’ (yes..! it’s a mouthful). The event was established to mark the
centenary of Thomas Edison’s invention of sound recording and was the music
industries’ way of marking the Queen’s Silver Jubilee whereby the BPI would
honour music from the previous quarter century. The event cost £25,000 to stage
and broadcast, with 85 member company of the BPI (The British Recorded Music
Industry) choosing the award winners. Then it was broadcast by Thames Television and
it was noted that “it was definitely TV running the show” with Simon and
Garfunkel doing a draw dropping performance, but being asked to do it again…
and again. This takes the magic out of a concert for the audience and
is probably a contributing factor to why today's BRITs are now live/live. Live/Live means that the show happens between
8pm-10pm, with not a minute to spare, shown on ITV. Performers play live and
winners are announced live, keeping the audience on the edge of their seats…
not knowing what might happen next. For me this all adds to the excitement and
memorability of the ceremony.
In complete contrast, after a 4 year break and being renamed
the ‘British Record Industry Awards,’ because of the TV takeover in 1977 that
took away from the event experience, the 1982 ceremony had no performance and
no broadcast. It was an ‘industry only’ event with a three course meal and
prizes awarded to great music achievements from the previous 12 months.
The
BRIT Awards as we know them today have come on a lot. Already mentioned today's show is well and truly LIVE on ‘Prime-time’ television, since reverted back in 2009,
with one stage and one shot for all performers, entertainers and event staff. A
tight schedule has to be upheld during the event with stage turnovers being
conducted while awards are being presented…its no wonder the production team
are pleased when winners want to that ‘everyone under the sun.’
Now
1000 selected Voting Academy Members across all sectors of the music industry
decide upon the nominees and an online voting system is in place on the BRITs
website for the pubic to select upon the WINNER! The BRITs have become a commercial, long standing, inclusive of all music lovers, magnificent event with a huge
British personality, which I believe differentiates itself from the number of
other commercial global Music Awards (each with their own USP too, of course). The
internet and online presence has definitely added to this and expanded the event
to us, outside the industry, letting us truly get involved and feel apart of
the show. It is this that has sustained the level of interest and enthusiasm for the music awards over the year.
Their
online presence, like so many organisations, doesn't stop now at a company website.
The BRITs website links to all their social networking sites which include
Facebook, Twitter, YouTube and Tumblr. Despite using these for the obvious of updating
their fans of news but the fun element with big events and shows is the real time nature of social networking. Twitter specifically is used for people
to share there thoughts and communicate with others and ‘The
BRITs’ themselves about the event while its taking place using the ‘hash tag’ (#)
tool. You repeatedly see this appear on your TV screen now, often
referred to as trending, and creates online forums for discussions increasing
people interaction with the event. Their website also offers exclusive and
backstage footage of the event, again increasing public engagement, something
which wouldn't be so ‘expected’ and ‘ absorbed’ by us without the internet and
social media. Through digital advances we are also now able to purchase and
download from iTunes (advertised via the website) live performances from the BRITs.
Technology has advance so much that we can now gain a clear sound recording
from a live event and distribute this completely digitally for peoples personal
and ‘on the move’ use… Crazy! Broadcasting music events like this can directly and instantly increase artists digital sales of singles and albums too. If we see a performance we enjoy we can jump straight onto out laptops, tables and smart phones and download the track we want right there and then.
The
BRITs has come a long way from where it started with the help of digital
technology and how this has impacted day-to-day life and the way we all
communicate and do business. Its no wonder building and planning this show
takes around 9 months every year, but its definitely worth it for us
music fans!
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