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Ready for the BRITs?

The BRITs are taking place at the O2 in London tonight.

What do we think you should be looking out for at the annual celebration of British and global music? Take a look below!

Breakthrough Winners

For me, one of the best things about the Brits is seeing an act win their first Brit Award. Adele and Ed Sheeran might deserve another trinket for their mantlepiece, but the joy of seeing someone on the stage for the first time having been told they’re the best at what they do is what makes the show for me.

At AVC Immedia, we supply music around the world. When we programme a British artist onto a channel designed to be heard abroad, we always question it. Is this song right for the country, or are we assuming that because it’s popular in the UK, it’s popular anywhere?

It’s a regular source of pride to see new British acts make a name for themselves in other countries and to place their songs on our playlists.

Three nominated acts stand out for me in that regard at this year’s Brits. Riton, who were huge in every single country we looked at last year with “Friday”. Next  is Fred Again, who has spent 2021 filling dance floors and the airwaves with consistently original sounding tunes. Finally, KSI, who’s gone from YouTuber to international recording artist with an ease that few would expect.

There’s always one act whose Brits live performance stands out about all others and is the talk of the office the next day, my money is on KSI delivering that this year.

 

Talent from TikTok

A decade ago, the Brit nominations would be full of talent show graduate like JLS, Olly Murs, James Arthur and One Direction. In 2022, that phenomenon has been replaced with the TikTok hits. We have nominations for Nathan Evans’ sea shanty Wellerman, Glass Animals’ Heat Waves and CKay’s Love Nwantiti to name three.

The TikTok platform continues to be somewhere that makes music careers and now potentially award winners. If you’re looking for the music that people know and love, you’ve got to take TikTok into consideration.

The Sound of the Streets

I can’t pick the most deserving nominee to win the Best UK Hip Hop, Grime and Rap category. AJ Tracey, Central Cee, Dave, Ghetts and Little Simz all smashed it last year.

They’re all delivering a much more vibrant sound than their American peers. They talk about life as we all know it and deliver a leaner, meaner sound. They make American rap and hip hop names looked dated and overblown by comparison, and all the nominated acts deserve the recognition.

The Old Guard

Finally, it wouldn’t be the Brits without the “oh, are they still around?” artists. This year, both Elton John and Abba get nominated. To be fair, both Abba and Elton have been making music for over 50 years, and they also had number one albums last year, so they earned those nominations. But will they stand a chance against the artists young enough to be their grandchildren?

The Brits is going to be jam-packed with talent tonight, may the best acts win, may the live performances sizzle and may Jarvis Cocker keep his pants on.

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