The 2014 Brit Awards are set to be broadcast live on video sharing site YouTube – but only for music fans outside Britain.
Viewers watching the event from the UK will only be able to catch ITV’s live coverage, while those tuning in to YouTube from overseas will see interviews and behind-the-scenes footage during the advertisement breaks.
Scheduled for the O2 Arena in London on February 19, James Corden will host the event for the last time. Acts set to appear include Pharrell Williams, Arctic Monkeys and electronic duo Disclosure.
In a move that further integrates the event with social media, bosses of the show have revealed that music fans will be able to head to Twitter and vote for the best music video.
The chief executive of the British Phonographic Industry trade association, Geoff Taylor, said:
“The live vote on Twitter means that viewers world-wide will decide on the night who made the best British music video.
“Given the phenomenal success of British music overseas and the huge importance of social media to our artists, it’s right that the Brits should become a truly global, digital event.”
Of course, making the event available to watch on YouTube outside of the UK is expected to massively extend the show’s reach. The Google-owned social network, which boasts more than one billion unique visitors every month, is being utilised by organisations and companies working in a host of sectors. Small and medium-sized businesses, for instance, can benefit from incorporating the video sharing site into their internet marketing strategies.