15 years of The BRIT Awards with MasterCard … · 15 years of The BRIT Awards with MasterCard...

15 years of The BRIT Awardswith MasterCard

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A Masterful 15 years“We’d like to thank our sponsors.”

You hear it at pretty much everyawards ceremony - a respectful,necessary nod towards thosecommercial supporters without whom(all together now) “tonight simplywouldn’t have been possible”.

The big challenge for brands,however, is how not to appear bolted

on; an odd nubbin awkwardly stuck to the main event. If you’re a company looking to get just such an association

right in music, MasterCard’s symbiotic relationship with theBRITs must now be seen as a pretty flawless template. Thenatural, appropriate coming together of the two entities hasevolved to reach the Holy Grail for all marketeers; anaccepted, almost unconscious public association.

After 15 years together, the BRITs logo would take somegetting used to without those instantly recognisable yellowand red bubbles standing proudly next to it.

Credit (ho ho!) must go to MasterCard for its team’swillingness to truly engage with music; to take the BRITs’brightest emerging and established stars and bring themdirectly to their customers. 2013’s campaign was a perfectexample; surprising music nuts with personal appearancesfrom their favourite recent heroes of the stage - includingRita Ora, Conor Maynard and Delilah - in unique videos,televised on the night alongside the awards themselves.

As this brochure amply demonstrates, the BRITs havegiven us plenty of amazing memories down the years. Whocould forget Adele shrinking the O2 to make it feel like themost intimate venue in London in 2011? Or raucous, riotousOutstanding Contribution performances from Oasis, U2 andother musical legends? How about Amy Winehouse’s gutsy,gripping performance of Valerie with Mark Ronson in 2008?

Without a headline sponsor that understands andappreciates The BRIT Awards - and the industry thatsurrounds it - these moments may never have been etchedinto entertainment legend.

That’s something worth celebrating; something, quiteliterally, Priceless.

Tim Ingham, Editor, Music Week

CONTENTS

MasterCard’s Shaun Springer ..04

The BRITs 1999 ..............................06

The BRITs 2000..............................07

The BRITs 2001 ..............................08

The BRITs 2002 ..............................09

The BRITs 2003 ..............................10

The BRITs 2004 ..............................12

The BRITs 2005 ..............................13

The BRITs 2006 ..............................14

The BRITs 2007 ..............................15

The BRITs 2008 ..............................16

The BRITs 2009 ..............................17

The BRITs 2010 ..............................19

The BRITs 2011 ..............................20

The BRITs 2012 ..............................21

The BRITs 2013 ..............................22

Best BRITs moments ....................24

BRIT Awards Q&A ..........................26

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A priceless partnershipThe 2013 BRITs were the 15th event staged with MasterCard as lead sponsor. The firm’s UK head of brand and sponsorshipmarketing Shaun Springer talks about the ethos behind one of the most successful and high profile partnerships in music.

Let's go back 15 years: how did the deal to sponsorthe BRITs come about and what was the objectiveback then?Fifteen years ago our Pricelessbrand positioning was just ayear old, MasterCard had just moved from Access tothe new brand, and BritishMusic was experiencing anew wave of success with theBritPop movement.

Our aim was to elevate and communicate ourcardholders’ passion areasand there isn’t a moreuniversally relevant passionthan music.

We wanted to give ourconsumers access to theirfavourite stars that could becalled truly priceless, sopartnering with such a majortouch-point in the musiccalendar like the BRIT Awardswas a perfect partnership.

Had MasterCard previouslydone much high level musicsponsorship?This partnership was aboutmoving from small, one-offevents and exclusives to an over-arching andcontinual alignment ofMasterCard and the PricelessPlatform with music.

What do you thinkMasterCard's brand imagewas back then? I think the category haschanged a lot over the years -the way people use the cards in their pocket has reallyevolved.

The ‘Priceless’ positioninghas always been a very strongone that everyone knows issynonymous withMasterCard. What we have managed with the BRITs is to enable and

facilitate ‘Priceless’ momentsdirectly with our cardholders– that’s exactly what we aretrying to achieve across allour partnerships.

Through the BRIT Awardswe are also now synonymouswith British music — it is thelongest running musicsponsorship in Europe.

What first attracted you tothe event?Fifteen years ago, British musicwas experiencing amazingglobal success. Spicemaniahad taken hold and bands likeOasis and Blur weredominating the music charts.

There was a strong feelingthat the best music was

coming from our shores, andthe BRIT Awards was and stillis the biggest showcase forBritish music.

We wanted to bring ourcardholders closer to themusic and the artists they loveand really align ourselves withmusic – one of their keypassion areas, so The BRITAwards was a natural fit.

How do you think the eventitself has evolved in the past 15 years – and howinvolved has MasterCardbeen in that process?The event has evolved andgrown along with the Britishmusic industry. It is morecredible, reaches an evenbigger audience, and is alsomarketed in a far more

integrated way. MasterCardhas been a part of thatevolution year on yearthrough its continued andconsistent support as the onlysponsor of the event. As theawards have gone fromstrength to strength we havebeen there to share in thatgrowth and success.

This support can also beseen in the success of TheBRIT Trust. A substantialamount of proceeds from theBRITs goes to the BRIT Trust,which in turn funds the BRITSchool which has nurturednew talent such as Jessie Jand Adele and allowedthousands of students tofollow their dreams.

How do you thinkMasterCard's brand imagehas evolved due to the BRITsconnection?We’ve always sought to alignourselves with the things ourconsumers care most about.Music is a huge part of manypeople’s lives and bysponsoring the BRIT Awardswe’ve been able to bringpeople closer to the stars andthe music they love.

MasterCard benefits fromthe halo effect of being a partof something so iconic andloved. In particular since [BRITschairman] David Joseph tookover, the event has gone fromstrength to strength.

Moving the ceremony fromEarls Court to The O2 was ahuge development; the O2 is

a world-class music venue,which is exactly where this kind of event should beheld. The move has allowedthe Awards to really elevatethe format.

For example, this yearthere were more LED screenson the stage using even morestate-of-the-art productionfor the artists performing.

Who can forget Adele’sperformance of SomeoneLike You in 2011?

That’s the kind of momentthat defines the BRIT Awards and the kind ofmoment we get to share in by being lead sponsor. Itbenefits us in the truest senseof a partnership.

Obviously the sponsorship isa multi-faceted relationship,but could you maybe pickout a handful of elementsthat you benefit from?Obviously we benefit frombusiness communications,hospitality and branding, butthe real benefit for us is to beable to call ourselves apartner to the biggest musicevent in the UK calendar.

It also allows us to activateour Priceless positioning in atangible and exciting way forour cardholders.

By partnering with TheBRITs we’re showing that weunderstand music and arecommitted to supportingcurrent and emerging artists.It also gives us the industryinsight to help us establish

lasting relationships withartists beyond just the awards themselves – so wecan continue to bring fanscloser to great music beyondthe event via things likePriceless Gigs.

The composite BRITs Logois also a key element that webenefit from. It essentiallymeans that every time theBRITs is mentioned so are we.This helps drive awareness ofour support and makes ussynonymous with the creamof the British music scene.

Equally obviously, it's notjust about one night inFebruary, so can you alsotalk about how therelationship and benefitsextend across the year?The BRITs campaign starts inOctober when tickets for theevent are sold through thePriceless London website first, giving our cardholderspriority access.

We also use the event as aspringboard for otherPriceless Music experiencesthroughout the year. This yearwe are launching a series ofPriceless Gigs with our artistambassadors and the last twoyears we have supportedEmeli Sandé through her riseto stardom.

After winning the Critics’Choice award in 2012, Emeliwent on to do her first UKarena tour and we were themain partner. As well asoffering tickets to sold outgigs through PricelessLondon, we could also givefans the chance to meetEmeli after her shows for atruly memorable experience.

This has given her thechance to meet her fans andplay some incredible venues,and it has allowed us to align

“By partnering with The BRIT Awards, we’re showing that we understand music andthat we are committed to supporting current

and emerging artists”

The BPI’s TonyWadsworth(centre) andMasterCard’sShaun Springer(right) present acheque to 1XtraDJ and BRITschool graduateDuane Jones

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with her success and with thewider music scene in the UK.

Ultimately, the relationshipand benefits never stopbecause proceeds from the Pop and Classic BRITshows are donated to theBRIT Trust. Through ourcontinued support, NordoffRobbins and the BRIT Schoolbenefit all year round.

We are in a privilegedposition to get to knowyoung up-and-coming talent through thisprogramme, which hopefullyin turn allows us to formpartnerships that can facilitatepriceless experiences.

How have you integratedthe BRITs with your own'Priceless' campaign overthe years?In the past we’ve hosted a PetShop Boys concert in a fan’sliving room, invited a fan toduet with Jessie J, and given fans the chance to ownartist memorabilia.

This year’s campaign hasbeen incredible — we reallywent one better by giving fansthe chance to remake one oftheir idol’s music videos. Thewinners remade videos byRita Ora, Conor Maynard andDelilah with full production,hair and make-up, and one ofthe industry’s biggest namemusic directors, Emil Nava.The results have beenamazing and the winnershave loved every second of it.

How important is it tointeract with music fans aspart of the Pricelesscampaign – and what arethe key messages you wantto communicate to them?We want to show ourconsumers that weunderstand their passion andwe share in it. Because of this,we’re committed to bringingthem closer to the artists theylove with exclusive accessand priceless experiences.

Can you give us an idea ofthe reach the BRITs providesyou – not just in terms ofaudience on the night, butthrough social media etc.Social uptake included 39million impressions throughsocial media, 2.7 million videoviews, and an increase in fanengagement on Facebook of900 per cent.

Overall social media grewby 283 per cent, and theOfficial BRIT Awards app wasdownloaded 75,000 times.These figures all combinedwith consumer PR coverageand organic sharing gave us 4.1 billion OTS in just 2012 alone.

What's been your favouriteBRITs moment since yourinvolvement?As lead sponsor you really get under the skin of theevent, and for us as a teamthat education andunderstanding of the eventand the music industry isquite simply priceless.

But if I had to pick onemoment it would be whenRihanna came off stage in2012. Her performance wasamazing and we got to be thefirst people to havephotographs taken with herwhen she came off covered in

paint. In particular,seeing the surprise

and delight on my CMO’s faceas he got tomeet one of his favouritemusic stars

was somethingtruly priceless.

MasterCard’s Shaun Springer

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1999Date: 16/02Venue: London ArenaHost: Johnny Vaughan

MasterCard’s partnership with The BRITs began with one of theevent’s modern day kings very muchin the ascendancy.

Robbie Williams won three awardson the night, including Best Single forthe phenomenal Angels. He alsoprovided one of the era-definingimages of the evening: after FatBoySlim held up a sign saying ‘Speechless’in acknowledgement of his BestBritish Dance Act Award, Robbieaccepted his third gong by raising ahandwritten sign bearing the equallyhonest legend: ‘Legless’.

Oh, and he also found time to bringthe house down with a performanceof Let Me Entertain You.

The controversy of the night was,rather charmingly, provided byScottish indie darlings Belle &Sebastian who scooped the Best Newcomer category ahead ofthe widely tipped SAW-drivenpopsters, Steps.

Pete Waterman asked for astewards’ inquiry, but, whilst therewere some interesting geographicalpatterns to the public vote (with twonotable clusters around Cambridgeand Strathclyde Universities), theresult stood.

The star quotient was lifted aboveeven BRITs standards when Bonopresented Muhammad Ali with theFreddie Mercury Award for theJubilee 2000 project.

Big Winner: Robbie Williams(Best British Single,Angels; Best British Video, Millennium; BestBritish Male)

Chairman: Paul Conroy

Performers: Robbie WilliamsBoyzone BillieB*WitchedStepsCleopatraTina Cousins (Abba tribute)The CorrsWhitney HoustonDavid Bowie & PlaceboManic Street PreachersCherEurythmics & Stevie Wonder

Average viewing figure: 9.1m

MasterCard British Album of the Year:This is My Truth Tell Me Yours by Manic Street Preachers

Best British Single:Angels by Robbie Williams

Best British Video:Millennium by Robbie Williams

Best Soundtrack:Titanic

Best British Male:Robbie Williams

Best British Female:Des’ree

Best British Group:Manic Street Preachers

Best British Breakthrough Act:Belle & Sebastian

Best British Dance Act:Fatboy Slim

International Female:Natalie Imbruglia

International Male:Beck

International Group:The Corrs

International Newcomer:Natalie Imbruglia

Freddie Mercury Award:Jubilee 2000

Outstanding Contribution:Eurythmics

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2000Date: 03/03Venue: Earls Court 2Host: Davina McCall

Otherwise known as The Year It AllKicked Off… well, nearly.

Round one occurred, when, just asRolling Stone guitarist Ronnie Woodwas about to present an award,mischievous friends of over-refreshedDJ Brandon Block convinced himhe’d won and was needed centrestage, pronto.

He bounded up, wide-eyed andempty-headed, everyone looked a bitawkwardly at each other for a fewseconds. Then some bigger boyscame to escort Block to the wings.

At this point, Wood called Block arather rude word. Unfortunately forthe slurry Stone, Block then slippedhis shackles and confusion turned toconfrontation. Wood threw his drinkat the newly invigorated interloper,who then squared up to him androared, “What did you call me?”.

Wood hid behind his co-presenter,18 year-old star of Amercian BeautyThora Birch. (And looking back, hertop might have been the mostoutrageous incident of the night.)

No harm was done and Wood didrecover some ground by concluding:“I thought he was someoneimportant. I guess he is now.”

A little later Robbie Williams who,to be fair, must struggle to find newthings to say whilst trousering astatuette, ‘offered out’ Oasis’ LiamGallagher in swaggering style: “Liam,a hundred grand of your money and ahundred grand of my money. We'llget in a ring and we'll have a fight andyou can all watch it on TV, what d'youthink about that?”

Big Winner: Travis

(Best British Album, The Man Who; Best

British Group)

Chairman:Paul Conroy

Performers:Five & QueenRicky MartinTom Jones &

StereophonicsWill Smith

TravisGeri Halliwell

Basement JaxxMacy GraySpice Girls

Average viewing figure:8.9m

MasterCard British Album of the Year:The Man Who by Travis

Best British Single:She’s The One by Robbie Williams

Best British Video:She’s The One by Robbie Williams

Best British Male:Tom Jones

Best British Female:Beth Orton

Best British Group:Travis

Best British Newcomer:S Club 7

Best British Dance Act:Chemical Brothers

British Pop Act:Five

Best Live Act:Steps

Best Soundtrack:Notting Hill

International Female:Macy Gray

International Male:Beck

International Group:TLC

International Newcomer:Macy Gray

Outstanding Contribution:Spice Girls

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2001Date: 26/02Venue: Earls Court 2Hosts: Ant & Dec

After the rumbles of 2000, there werejust a few grumbles in 2001.

A fairly hefty handful of industryexecs harrumphed their displeasureat newly minted TV pop groupHear’Say being added to the bill – especially as they presumedsomeone else had been bumped. But,let’s face it, Pure & Simple was acracking record. And, let’s triple face it, Lucian Grainge and ITV bothwanted them on.

New BRITs chairman TonyWandsworth reflectedphilosophically: “Hear’Say didn’tactually take anybody else’s slot butwere shoe-horned in. It’s fair to saythat there was pressure from ITV andit’s fair to say we succumbed… andit’s fair to say I wish we hadn’t.”

The most anticipated star turn ofthe night came from Eminem – at the time the most controversial artistin the world.

Best line of the night (no, not thatsort of line) came from NoelGallagher, who said: “The BRITs havebeen accused of having no sense ofhumour, but when you see A1winning Best Newcomer, you knowsomeone’s taking the piss.”

The fast-rising pop group had the last laugh, of course, when theywent on to become… oh, wait, no.

What might have been a merelyokay event by BRITs standards waslifted at the last by U2, winners of the Outstanding ContributionAward – and a band that alwaysknow how to close a show.

Big Winner:Robbie Williams (Best British Male SoloArtist; Best British Single,Rock DJ; Best BritishVideo, Rock DJ)

Chairman:Tony Wadsworth

Performers:Robbie WilliamsCraig DavidHear’SayWestlifeColdplayDestiny’s ChildEminemSoniqueU2


MasterCard British Album of the year:Parachutes by Coldplay

Best British Single:Rock DJ by Robbie Williams

Best British Video:Rock DJ by Robbie Williams


Best British Female:Sonique

Best British Group:Coldplay

Best British Newcomer:A1

Best British Dance Act:Fatboy Slim

Best Pop Act:Westlife

Best Soundtrack:American Beauty

International Female:Madonna

International Male:Eminem

International Group:U2

International Newcomer:Kelis

Outstanding Contribution:U2

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2002Date: 20/02Venue: Earls Court 2Hosts: Zoe Ball and Frank Skinner

Britain has a longstanding love affairwith Kylie. Whether in overalls inErinsborough or in hotpants crawlingacross a bar, we just can’t get enoughof Ms Minogue.

That affair reached new heights ofpassion and adoration in 2002 whenshe wowed the crowd with a mash-up of her own Can’t Get You Out ofMy Head and New Order’s BlueMonday in a very small white dressand very shiny silver boots.

The honour of opening the show,however, at the insistance of BRITschairman Tony Wadsworth, went tothe always innovative Gorrillaz,fronted by 15ft cartoon characters.

So Solid Crew, meanwhile,following a controversial few monthsin the tabloids, set a record for the number of people on stage tocollect an award – the last ever BestVideo gong.

In the event, the rap collectivewere, according to Wadsworth,“sweethearts” and the productionteam were given far more to worryabout by a certain Ali G who, with Shaggy, performed aspecial version of It Wasn’t Me,dedicated to “Me Julie” – pepperedwith bleeps.

Sting was recognised for hisOutstanding Contribution 25 yearsafter he formed The Police. Hecelebrated by taking his top off.

Big Winner:Dido

(Best British Female; BestBritish Album, No Angel)


Performers:Gorillaz

Kylie MinogueJamiroquai & Anastacia

So Solid CrewDido

Mis ‘TeeqThe Strokes

Shaggy & Ali GSting


MasterCard British Album of the Year:No Angel by Dido

Best British Single:Don’t Stop Movin’ by S Club 7

Best British Video:21 Seconds by So Solid Crew


Best British Female:Dido

Best British Group:Travis

Best British Newcomer:Blue

Best British Dance Act:Basement Jaxx

Best Pop Act:Westlife

International Female:Kylie Minogue

International Male:Shaggy

International Group:Destiny’s Child

International Newcomer:The Strokes

Outstanding Contribution:Sting

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2003Date: 20/02Venue: Earls Court 2Host: Davina McCall

You can mess with the format, thecategories or the statuettes howevermuch you like, but if you take awaythe food and (dramatic pause)BOOZE, there are gonna be ructions.

Chairman Tony Wadsworthexplains that the decision was takenwith a view to improving theexperience for performers.

“[In previous years] you had peoplemoving around and socialising, while in another corner of the roomthere was this fantastically expensiveshow going on,” he says. “I felt it wasa bit of an insult to the artists.”

In fact, the bigger change (certainlyfor the watching millions rather than the thirsty thousands) was thatfor the first time in many years theevent went out on TV the same nightas the BRITs itself.

It seems unthinkable now, but upuntil 2003’s BRIT Awards, the winnershad been splashed all over the mediaon the morning of the day theceremony was shown on telly.

Kylie’s bum was also back in thespotlight, this time in the safe handsof Justin Timberlake as the duoperformed Rapture.

Having host Davina McCallroaming the aisles with a microphone also threw up somememorable moments, includingtelling off Moby’s manager for usinghis mobile and saying to EMI GroupChairman Eric Nicoli: “You’re lovely,but you’re not Justin Timberlake,sorry mate.”

Big Winner: Coldplay (Best British Group; BestBritish Album, A Rush ofBlood to the Head)


Performers:PinkBlue David GrayJustin Timberlake &Kylie MinogueSugababes ColdplayAvril Lavigne Ms DynamiteTom Jones


MasterCard British Album of the Year: A Rush Of Blood To The Headby Coldplay

Best British Single: Just a Little by Liberty X

Best British Male: Robbie Williams

Best British Female: Ms Dynamite

Best British Group: Coldplay

British Breakthrough: Will Young

Best British Dance Act: Sugababes

Best Pop Act: Blue

British Urban Act: Ms Dynamite

International Female: PinkInternational Male: Eminem

International Group: Red Hot Chili Peppers

International Breakthrough: Norah Jones

International Album: The Eminem Show - Eminem

Outstanding Contribution: Tom Jones

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2004Date: 17/02Venue: Earls Court 2Host: Cat Deeley

The booze was back! And so wasrock n roll, with The Darkness scooping three major gongs.

The sexy quota was pretty high aswell, with new host Cat Deeley appearing first in boots and stockings astride a giant (and undoubtedly ready to pop) bottle ofChampagne – and then a little later invery much less.

Plus Beyoncé and Justin Timberlake were in the house, picking up the International Femaleand International Male awards, andshowing the rest of humanity what aperfect world might look like.

The wow factor would have beeneven higher had planned duets between The Darkness and Aerosmith as well as Michael Stipeand Dido not fallen through at theeleventh hour.

Still, Beyoncé and Outkast joinedforces for Hey Ya and Crazy in Love,meaning the audience was treatedto dynamic versions of two of thesongs of 2004 (or any other year).

In other news, Robbie Williams’three year reign as Best British Malewas brought to an end by… yep,Daniel Bedingfield.

In another break with tradition, theshow wasn’t closed by OutstandingContribution recipients Duran Duran but by the band of the night,The Darkness.

Sadly, lead singer Justin Hawkins’plan to enter the stage on a giantcombine harvester was scuppered byhealth and safety regulations.

Big Winner: The Darkness (Best British Group; BestBritish Album, PermissionTo Land; British Rock Act)

Chairmen: Lucian Grainge andPeter Jamieson

Performers: Black Eyed PeasBustedBeyoncé & Outkast50 CentJamie Cullum & KatieMeluaMuseAlicia Keys & Gwen Stefani & Missy Elliot Duran DuranThe Darkness.


MasterCard British Album of the Year: Permission to Land by TheDarkness

Best British Single: White Flag by Dido

Best British Male: Daniel Bedingfield

Best British Female: Dido

Best British Group: The Darkness

British Breakthrough: Busted

Best British Dance Act: Basement Jaxx

Best Pop Act: Busted

British Urban Act: Lemar

British Rock Act: The Darkness

International Female: Beyoncé

International Male: Justin Timberlake

International Group: White Stripes

International Breakthrough: 50 Cent

International Album: Justified – Justin Timberlake

Outstanding Contribution:Duran Duran

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2005Date: 09/02Venue: Earls Court 2Host: Chris Evans

US art-pop band Scissor Sisters ensured that the 25th anniversaryBRITs was a riot of camp and colour, performing Take Your Mamawith a bunch of giant puppets from Jim Henson’s Workshop, including watermelons and a troupeof dancing eggs.

The philosophy of Grainge andJamieson was kicking in now, withthe emphasis firmly on the artists andperformances. Franz Ferdinand wereparticularly sharp.

Grainge said: “We’ve rebuilt theBRITs brand so that artists of an A+ Premiership calibre are thrilled tobe invited on and desperate to do afantastic performance. Ten years agoit was always a struggle to ask peopleto be part of it.”

Despite the big name quota, however, the next day’s headlines(especially in the tabloids) were givenover to a 17 year-old girl from Devon,Joss Stone.

She actually ‘only’ won two awards(less than Scissor Sisters, the same asKeane and Franz Ferdinand) and oneof them was for Urban Act, whichraised a few eyebrows.

Generally, though, the verdict was that the 25th anniversary showhad been one of the best for years,something reflected in an upturn inviewing figures which had previouslybeen in decline.

Big Winner:Scissor Sisters

(Best International Group;Best International Album,

Scissor Sisters; International

Breakthrough)

Chairmen:Lucian Grainge and

Peter Jamieson

Performers: Daniel Bedingfield &Natasha Bedingfield

Franz FerdinandGreen Day

Jamelia & LemarJoss Stone & Robbie

WilliamsKeane

Snoop Dogg & PharrellScissor Sisters

The StreetsBob Geldof


MasterCard British Album of the Year: Hopes and Fears by Keane

Best British Single: Your Game by Will Young

Best British Male: The Streets

Best British Female: Joss Stone

Best British Group: Franz Ferdinand

British Breakthrough: Keane

Best Pop Act: McFly

British Urban Act: Joss Stone

British Rock Act: Franz Ferdinand

International Female: Gwen Stefani

International Male: Eminem

International Group: Scissor Sisters

International Breakthrough: Scissor Sisters

International Album: Scissor Sisters by Scissor Sisters

Outstanding Contribution: Bob Geldof

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2006Date: 14/02Venue: Earls Court 1Host: Chris Evans

The show opened, of course, with theband of the night, Kaiser Chiefs, performing the song of the year, IPredict A Riot.

Actually, technically, it wasn’tsong of the year, because BestBritish Single went to Speed ofSound by Coldplay, but I Predict ARiot was undoubtedly the way to go.

And, whilst civil unrest did notensue, Revolution was in the airwhen Prince (this time sans ‘Slave’ tattoo) reunited with Wendy and Lisaplus Sheila E to perform a medley of hispop classics.

And there were certainly dangerouslevels of awe and adoration amongstmany an ageing exec when Paul Wellerperformed a set to celebrate his Outstanding Contribution gong.

Perhaps the most iconic performance of the night, however,was by the then relative newcomer,Kanye West.

He staged a show that was basically Busby Berkley goes Bling,filling the stage with hundreds ofgold-painted dancers.

Newly crowned Best British Female KT Tunstall used her acceptance speech to urge: “Ladies!Disregard Your Limitations!” – something which may or may not havebrought a wry smile to the face of thatyear’s Best International Female (and demure respecter of limitations)Madonna.

Big Winner: Kaiser Chiefs(Best British Group; BestBritish Rock Act; BestBritish Live Act)

Chairman:Peter Jamieson

Performers: ColdplayKT Tunstall Kaiser ChiefsJames Blunt Kanye WestKelly ClarksonGorillazJack JohnsonPaul WellerPrince


MasterCard British Album of the Year: X&Y by Coldplay

Best British Single: Speed of Sound by Coldplay

Best British Male: James Blunt

Best British Female: KT Tunstall

Best British Group: Kaiser Chiefs

British Breakthrough: Arctic Monkeys

Best Pop Act: James Blunt

British Urban Act: Lemar

British Rock Act: Kaiser Chiefs

International Female: Madonna

International Male: Kanye West

International Group: Green Day

International Breakthrough: Jack Johnson

International Album: American Idiot by Green Day

Outstanding Contribution: Paul Weller

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2007Date: 14/02Venue: Earls Court 1Host: Russell Brand

The first time the event had beenbroadcast fully live since 1989 coincided with the debut of RussellBrand as host. What could go wrong?

Well, inevitably, and, not just thanksto Brand, there were some naughtywords and a few jokes that not all theviewing public appreciated.

For instance: “What about these rumours that David Cameron smokeddrugs as a schoolboy? What worriesme most is that he dressed up as aschoolboy to do it, the pervert.”

Quite a good joke, right? Yeah, well300 or so people took time out of theirlives to complain. ITV issued the standard blah about ‘an edgy host foran edgy event’ etc, but were alsomoved to point out that Brand wasonly joking and “did not seriously meanto suggest that children take drugs atschool”. How ridiculous! I mean seriously?! Surely we all know that’s exactly what he meant to suggest.

An undoubted highlight was AmyWinehouse’s performance of Rehab(which didn’t make the shortlist forBest British Single).

The evening ended with a tri-umphant performance from Oasis,after just about bothering to pick uptheir Outstanding Contribution Award.

A sweary and swaggering Liamcommented that seeing as they’re notnominated for any of the “proper”awards any more, “this’ll have to do”.

Big Winner:The Arctic Monkeys

(Best British Group; BestBritish Album, WhateverPeople Say I Am, That’s

What I’m Not)

Chairmen:Peter Jamieson &

Nick Phillips

Performers: Scissor Sisters

Snow Patrol Amy Winehouse

The Killers Take That

Red Hot Chilli Peppers Corine Bailey Rae

Oasis


MasterCard British Album of the Year: Whatever People Say I Am,That’s What I’m Not by Arctic Monkeys

Best British Single: Patience by Take That

Best British Male: James Morrison

Best British Female: Amy Winehouse

Best British Group: Arctic Monkeys

British Breakthrough: The Fratellis

British Live Act: Muse

International Female: Nelly Furtado

International Male: Justin Timberlake

International Group: The Killers

International Breakthrough: Orson

International Album: Sam’s Town by The Killers

Outstanding Contribution: Oasis

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16 www.brits.co.uk

2008Date: 09/02Venue: Earls Court 1Hosts: The Osbournes

Despite the fact that a number of thebig awards went to the same recipients as 2007, it would be wrongto call the 2008 BRITs predictable.Not with The Osbournes in charge.

The groups that successfully defended their titles were ArcticMonkeys (Best British Group and BestBritish Album) and Take That (BestBritish Single).

It was the Monkeys’ Album win thatsparked the biggest kerfuffle. Forstarters, presenter Vic Reeves rambled abit then didn’t know which award he waspresenting. He later, and it would seemwith some justification, blamed this on afaulty autocue. Mrs O, however, decided,quickly and loudly, that it was because he was a“pissed bastard” and told him to fuck off.

When the Arctic Monkeys were calledto the stage (they were all dressed ascountry squires, you may remember),they made some quite entertainingbut mainly churlish fun of the BRITschool kids at the front of the audience – something for whichdecidedly middle class lead singerAlex Turner was later taken to taskby the impeccably working class(BRIT School graduate) Adele.

Talking of whom… this was the firstyear of the BRITs Critics’ Choice Award.And guess who won?

Amy Winehouse was back, performingjoyously with Mark Ronson and beautifully onher own.

And the night ended on a high, with Ozzy Osbourne paying touching tribute to Sir Paul McCartney, who then performed a set that included Liveand Let Die, Hey Jude, Lady Madonna and Get Back.

Big Winner:The Arctic Monkeys(Best British Group, BestBritish Album, FavouriteWorst Nightmare)

Chairman:Ged Doherty

Performers:Mika & Beth DittoRhianna & KlaxonsKylie MinogueKaiser ChiefsLeona LewisMark Ronson (featuring Adele Daniel Merriweather andAmy Winehouse)Amy Winehouse (solo)Sir Paul McCartney


MasterCard British Album of the year:Favourite Worst Nightmare byThe Arctic Monkeys

Best British Single:Shine by Take That

Best British Male:Mark Ronson

Best British Female:Kate Nash

Best British Group:Arctic Monkeys

British Breakthrough:Mika

British Live Act:Take That

Critics’ Choice:Adele

International Female:Kylie Minogue

International Male:Kanye West

International Group:Foo Fighters

International Album:Echoes, Silence, Patience &Grace by the Foo Fighters

Outstanding Contribution:Sir Paul McCartney

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17www.brits.co.uk

2009Date: 18/02Venue: Earls Court 1Hosts: James Corden, MatthewHorne, Kyile Minogue

The 2009 BRITs were rocked by thedeath, just 10 days before the event, ofMick Klucynski, the show’s productionmanager since 1995.

Thanks to the plans he had alreadyput in place, however, it ran perfectlyand ended, courtesy of OutstandingContribution winners, Pet Shop Boys,with a real spectacle.

The whole evening felt like a festivalas much as an awards ceremony, withan ‘outdoors’ set even featuring a couple of cows (absolutely no jokesabout the return of The Osbournes atthis point).

The big winner of the night, Duffy,had barely been heard of a year earlier– and hasn’t been heard of much for afew years now. This, however, wassome triumph, with a hat trick of winsbased on the phenomenal success ofRockferry.

Girls Aloud picked up their first BRITwhen The Promise scooped Best Single, and Kanye West won his thirdInternational Male gong.

Paul Weller won British Male andwas presented his award on VT byAdele, who giggled so much as she repeatedly tried to say the admittedlyhilarious line, ‘Hi Paul’, that she evengot a laugh out of the Modfather.

Big Winner: Duffy

(Best British Album, Rock-ferry; Best British Female;British Breakthrough Act)

Chairman:Ged Doherty

Performers:U2

Kylie MinogueGirls Aloud

ColdplayDuffy

Take ThatKings of Leon

The Ting Tings & EstellePet Shop Boys (featuringLady Gaga and Brandon

Flowers)


MasterCard British Album of the Year:Rockferry by Duffy

Best British Single:The Promise by Girls Aloud

Best British Male:Paul Weller

Best British Female:Duffy

Best British Group:Elbow

British Breakthrough:Duffy

Critics’ Choice:Florence + The Machine

International Female:Katy Perry

International Male:Kanye West

International Group:Kings of Leon

International Album:Only by the Night by Kings of Leon

Outstanding Contribution:Pet Shop Boys

16,17 Brits_final_12,13 09/03/2013 12:40 Page 2

NO.1 PROPERTY IN MUSIC AWARD SPONSORSHIP

THE BPI, BRIT AWARDS AND BRIT TRUST ARE PROUD OF OUR 15TH ANNIVERSARY YEAR WITH MASTERCARD PRICELESS

Emieli Sandé Collecting the 2013 MasterCard British Album of the Year Award

Photo: jmenternational.com

13_MWPrintAdPostShow.indd 1 05/03/2013 16:54

19www.brits.co.uk

2010Date: 16/02Venue: Earls Court 1Host: Peter Kay

This was the 30th BRIT Awards and itwas marked by a public vote to findthe Best BRITs performance and BestAlbum of the last three decades.

It was the Spice Girls withWannabee that was voted mostmemorable performance in 30 years– yep that’s right the one with Geri inthat dress. Fittingly, it was presentedby a woman who also played a bigpart in BRITs history, Sam Fox (askyour nan).

Best British Album of the last 30years was announced by NoddyHolder, so it was no surprise that thewinner was What’s The Story(Morning Glory) by Oasis. Slightlymore surprising was that LiamGallagher was on hand to pick up theaward. Much more surprisingly (ormaybe not) was that he then thankedall the other members of his formerband except brother Noel, beforechucking his microphone into thecrowd and handing his statuette to afan.

Perhaps a more fitting tribute,given his place in BRITs history, wasRobbie Williams getting theOutstanding Contribution Award andclosing the show with a set thatincluded Let Me Entertain You, NoRegrets, Rock DJ and Angels.

There were also two outstandingduets: Jay-Z and Alicia Keysperformed Empire State of Mind;while Florence + The Machine andDizzee Rascal gave us You Got theDirtee Love.

Big Winner: Lady Gaga

(International Female;International Newcomer;International Album, The

Fame)

Chairman: Ged Doherty

Performers: Lily Allen

JLS Kasabian

Lady Gaga Florence + The Machine

& Dizzee Rascal Jay-Z & Alicia Keys

Cheryl Cole Robbie Williams


MasterCard British Album of the Year:Lungs by Florence + The Machine

Best British Single:Beat Again by JLS

Best British Male: Dizzee Rascal

Best British Female: Lily Allen

Best British Group: Kasabian

British Newcomer: JLS

Critics’ Choice: Ellie Goudling

International Female: Lady Gaga

International Male: Jay-Z

International Newcomer: Lady Gaga

International Album: The Fame by Lady Gaga

Outstanding Contribution: Robbie Williams

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20 www.brits.co.uk

2011Date: 15/02Venue: 02Host: James Corden

There was a new venue, a new host, aclassy new statuette designed byVivienne Westwood and at one point,Anchor-man like, there was a man onfire, but despite all that, this wasAdele’s night, thanks to a classicBRITs moment.

She performed Someone Like You,to the quiet accompaniment of anacoustic piano, captured in a singlespotlight. As Music Week’s editor TimIngham says in his introduction on pagethree, over the next few minutes sheshrank the cavernous 02 to the size of themost intimate venue, or to a box bedroom,the last refuge from heartache.

Then, famously, at the end, it all becomestoo much, as the last note fades, even as thecrowd rises to acclaim her, she backsawkwardly away from the microphoneand turns her face away, but the camerastill picks up her tears.

The next week Someone Like Youwent to the top of the charts andstayed there for five weeks. Adelewas already a huge star on theevening of 15/02, but she woke up asuperstar on the morning of 16/02.

Meanwhile Take That, completewith Robbie in the ranks, opened theshow with a set featuring riot police.

And they were back for a duet withPlan B later. No, not Take That, the riotpolice. Along with that man on fire

The new venue went down well with theindustry and the punters, whilst the absence of anOutstanding Contribution category meant that theevening culminated in a rather surprised Mumford& Sons picking up the MasterCard British Album ofthe Year Award for Sigh No More.

Big Winner: There wasn’t one really,but actually, despite notpicking up an award onthe night, it wasprobably Adele.

Chairman:David Joseph

Performers:Take ThatAdeleRihannaMumford & SonsPlan BArcade FireTinie Tempah withLabrinthCee Lo GreenPaloma Faith


MasterCard British Album of the Year:Sigh No More by Mumford &Sons

Best British Single:Pass Out by Tinie Tempah

Best British Male:Plan B

Best British Female:Laura Marling

Best British Group:Take That

British Breakthrough:Tinie Tempah

Critics’ Choice:Jessie J

International Female:Rihanna

International Male:Cee Lo Green

International Group:Arcade Fire

International Breakthrough:Justin Bieber

International Album:The Suburbs by Arcade Fire

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21www.brits.co.uk


Fingergate! 2012 was another finelytuned triumph at the 02 – apart fromthe one incident (and one finger) thatmade all the front pages the next day.

Adele was just making heracceptance speech for winning theMasterCard British Album of the YearAward when James Corden got amessage in his earpiece to interrupther and introduce a live performancefrom Outstanding ContributionWinners. So he did. At which point arather miffed Adele raised her middlefinger. Cue tabloid explosion.

In truth, it was a moment of mildcontroversy amidst a night dominatedby memorable performances.

Rihanna gave us a Pollockesqueversion of We Found Love, NoelGallagher was joined by Chris Martinfor AKA… What a Life and Adele herselfshowed what a worthy winner she waswith Rolling in the Deep.

Blur, not long reunited (and at leastpartly to blame for Fingergate due toDamon Albarn’s rambling acceptancespeech) went down an absolute stormand, as everyone hoped, got PhilDaniels up to join them for Parklife.‘What’s the man from EastEndersdoing’, asked the kids...

Big Winner:Adele

(Best British Female;MasterCard British Album

of the Year, 21).


Performers:Coldplay

Florence + the MachineOlly Murs & Rizzle Kicks

Ed SheeranNoel Gallacher’s High

Flying BirdsAdele

Bruno MarsRihanna

Blur


MasterCard British Album of the Year:21 by Adele

Best British Single:What Makes You Beautiful byOne Direction

Best British Male:Ed Sheeran

Best British Female:Adele

Best British Group:Coldplay

British Breakthrough:Ed Sheeran

Critics’ Choice:Emeli Sande

International Female:Rihanna

International Male:Bruno Mars

International Group:Foo Fighters

International Breakthrough:Lana Del Rey

Outstanding Contribution:Blur

20,21 Brits_final_. 09/03/2013 12:35 Page 2

22 www.brits.co.uk


And so for the 15th time, the BRITswas presented in association withMasterCard, and for the 15th timethere were electric liveperformances, the biggest stars inmusic and, of course, endlessarguments about who deservedwhat.

There was also, with averageviewing figures of 7.1m, the biggestTV audience for a decade.

What they saw when they tuned inat 20:00 was the show being openedby probably the best live band in theworld at the moment, Muse (although,yeah, okay, Coldplay beat them in theactual Best Live Act category).

Taylor Swift delivered a stunning version of IKnew You Were Trouble whilst Justin Timberlake,with Mirrors, not only performed brilliantly butlooked awesome.

There was a Special Recognition Awardfor War Child, presented by DamonAlbarn.

And there was a surprising amount ofrecognition for the relatively unheraldedBen Howard, who picked up twoAwards (British Male and BritishBreakthrough) on the night.

One Direction picked up a new awardrecognising sales outside the UK (whichin turn recognizes the importance ofmusic to the economy) and performed theirnew charity single, One Away Or Another –which came complete with a bit of TeenageKicks spliced into it.

Those lucky enough to have been on the showfloor would have seen industry legend SeymourStein – who signed both Blondie and TheUndertones – tapping his foot.

There were some grumbles the next day about alack of controversy, quite possibly from the samepeople who had grumbled a year earlier aboutAdele’s finger.

The truth is the BRITs is now a globally renownedawards ceremony that attracts the biggest names inmusic from the UK and all over the world.

Rock and pop will always generate and relishcontroversy; everyone recognises and welcomesthat. What the BRITs does, however, is reward andshowcase the best songs and artists of any givenyear, with the occasional nod to those that havemade a bigger difference for even longer. And it doesit rather well.

Big Winner:Emeli Sande (the previous year’s CriticsChoice winner baggedBest British Female andMasterCard Best BritishAlbum for Our Version ofEvents)


Performers:Muse,Robbie WilliamsJustin TimberlakeOne DirectionTaylor SwiftBen HowardMumford & SonsEmeli Sande


22,23 Brits_final_. 09/03/2013 12:35 Page 1

23www.brits.co.uk

MasterCard British Album of theYear:Our Version of Events by EmeliSande

Best British Single:Skyfall by Adele

Best British Male:Ben Howard

Best British Female:Emeli Sande

Best British Group:Mumford & Sons

Best Live Act:Coldplay

British Breakthrough:Ben Howard

Critics’ Choice:Tom Odell

International Female:Lana Del Rey

International Male:Frank Ocean

International Group:The Black Keys

BRITs Global Success:One Direction

22,23 Brits_final_. 09/03/2013 12:35 Page 2

24 www.brits.co.uk

In 33 years of theBRIT Awards - 15of them withheadline sponsorMasterCard - therehave been manyamazing momentsto write homeabout. We askedsome of the current music industry’sleading lights totell us theirs

“U2 playingin 2001followingtheir

OutstandingContribution

Award. It was thecombination of it beingthe closing of the firstBRIT Awards that Iattended but also thembeing such an iconicgroup and so goodperforming live.”

Peter Leathem, CEO, PPL

“HearingAdele singSomeoneLike You bythe piano(2011) was apretty specialmoment - onewhich seemed to shrinkthe size of the O2.”

Ferdy Unger-Hamilton,President, Polydor Records

“I was hosting the Pulptable at the1996 BRITAwards.

We’d alltucked into a

few drinks, and thechatter around my tableabout Michael Jackson’spoor taste as hisperformance of EarthSong became ever more pompous and overblown.

My guests soon wentbeyond mere grumbling, though –starting to curse thepretentiousness andgrotesque self-aggrandizement of theshow, the song, and itssinger. Pulp’s keyboardplayer, Candida Doyle,mischievously – perhapssmelling the potential fora little trouble – enjoyedgoading Jarvis, saying:‘Well if you feel that

strongly, why don’tyou do somethingabout it?’

“Everyone laughedand nodded. When Iturned round, Cockerwas gone! His seat wasempty. Looking up andaround the darkenedroom and then towardsthe stage, I caught aglimpse – in the lightsemanating from the show– of Jarvis’s headweaving, as he movedquickly, between thetables hotly pursued byTricky, one of our otherartists, and a member ofMassive Attack, I believeit was 3D (Robert Del

Naja) – both of whomwere clearly thinkingthe same thing, eventhough they were comingfrom different parts of theroom. Craning my neck Iwas not surprised to seetwo burly security guardslunge at Tricky and 3D,trying to block their way.

“They ended up beingphysically restrained –forcibly held back. JarvisCocker, though, had notbeen stopped. He’dmanaged to get through.Jarvis then made his point- and how!

“Back on my table, eventhe respected andrespectable Chairman ofPolygram UK, Roger Ames,was standing on his chair –hollering encouragementto Jarvis, waving his arms...The music business pridesitself on its rebellious,anarchic streak, and here,at the biggest TV event andshowcase of the year, theBRITs were outperformingexpectations. The industrywas staging a classicillustration of rock and roll bedlam.”

Marc Marot, Chairman,Crown Talent & Media

Group (then Island boss)

“When Iattended theBRIT Awardswith Björk in

1998 she gavethe best

acceptance speechever when receiving heraward for BestInternational Female.

“‘I am grate….ful…..grape…fruit!’ That was it!I guess that sitting at atable with AlexanderMcQueen and Samuel L.Jackson may haveinfluenced her speech.”

Scott Rodger,Founder, Quest

Management

“MyfavouriteBRIT Awards

moment wasfrom 1996. It’s a

moment that representspeople power! JarvisCocker got on stageduring a Michael Jacksonperformance. I love thatthis showed how musiccan be controversial anddivide opinion. I loved thatafter, when Jarvis washeld by the police, peoplewere up in arms about hisarrest. In times beforeFacebook and Twitter (!)people were ready toprotest on his behalf justfrom a reaction to TV and a movement by the peoplegathered.”

Jo Dipple, CEO,UK Music

“Easy!Suedetearing

throughAnimal

Nitrate at the AllyPally in 1993 – the firsttime that the awards gavea meaningful slot tobreakthrough music.”

Richard Manners, MDWarner/Chappell

“I would saymy mostmemorableBRITs wouldhave to bewhen BrandonBlock (2000) stormedthe stage thinking he hadwon an award, then gotinto an argument withRonnie Wood. Priceless TVviewing! I miss thatrock’n’roll. It’s no good hearing your parentssay, ‘I enjoyed watchingthe BRITs last night dear’.”

David Dollimore, MD,Ministry of Sound

Recordings

“My favouriteBRITs momentwas Amy[Winehouse]winning BestBritish female in2007 and performingRehab - that was the nightshe really arrived.

“Amy was one of thefunniest people I have evermet and she was on topform that night. Her mum and dad were atthe table, as were peoplewho had worked on therecord and the atmospherewas special. It’s such alovely memory.

“This year’s BRITs was agood one for Island, with15 nominations and thethree awards Mumford andBen Howard took home.

“That was an amazingachievement for IslandRecords and is a testamentto the great people wehave at the label. It’s safeto say we all enjoyed thenight both at the awards and the Universalafter-party!

“Also, I’ve gotto mention Shaggy & Ali Gin 2002 doing Me Julie. Sayno more.”

Darcus Beese, President,Island Records

My favourite BRITs

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25www.brits.co.uk

“Blur'striumphant1995, Oasis

in 1996 and Adele

performingSomeone Like You in 2011.

All world class Britishartists standing tall on the

world stage.”Christian Tattersfield, CEO &

Chairman, WarnerMusic UK

“The ones thatstand out arewhen Jarvis

Cocker jumpedonstage, when

John Prescott gotdrenched, and of coursewhen Mick Fleetwood andSam Fox hosted. All key, allso British. All so funny.”

Barbara Charone, Co-Founder, MBC PR

“My favouriteBRITsmoment, in1995, was

persuadingshow producer

Malcolm Gerrie andRob Dickins (BRITschairman) to book TakeThat for the third yearrunning. I’d just playedthem Back for Good andwe were on – game over!”

Jeremy Marsh, Chairman,Warner Bros Records UK

(then MD of RCA)

“1995 and 1996- when one ofthe mostfamousrivalries in

music came toa head at the

BRIT Awards with Blur andOasis. It was a great timefor Britpop and made forgreat awards ceremonies.”

Dan Chalmers, ManagingDirector Rhino/ADA

UK/Warner Artist & Label Services

“It wouldhave to beAdeleperforming

SomeoneLike You a

couple of years ago. “I was sitting at a table

right beside that bit of thestage, and rememberwatching her gatherherself just before thelights went up, and deliver a wonderfulperformance. Her careerwas clearly on anunstoppable trajectory at that time but I think this was the momentwhere it became clear toeveryone that she wasmore than special.”

John Reid, President of EU Concerts,

Live Nation

“TheBRITAwards

are like a public

school reportevery year for all of us inthe recorded side of the music business.

“When I started in theindustry I wanted just togo and be a part of theBRITs; then as soon I'dbeen, I was desperate tohost a table and no longerjust be a bit part.

“So in light of that,every nomination, win andperformance my artistshave enjoyed has been ahighlight for me.

“But without beingbiased I would say theBRITs can be the comingof age for an artist on that basis - Adeleperforming Someone LikeYou in 2011 or Robbie andTom Jones performingtogether in 2008 will bothlive long in the memory.”

Nick Raphael, President,London Records

“KanyeWest in 2006,Touch The

Sky / GoldDigger: a

genuinely jaw-dropping performancefrom Kanye, where hebecame a global superstar.

“It registers as one of the stand-outperformances from anyshow around the world inthe last 10 years. To thisday I have still never askedmy promotions team howmuch it cost!”

Jason Iley, President,Mercury Records

“Elbow andKate Nashwinningwas funand Snow

Patrolplaying

Chasing Carswas pretty special. But thebest was probably JarvisCocker trying to disruptMichael Jackson'sperformance. That to mewas a moment of pureinstinct on Jarvis's part -what we always look for instars. He acted onsomething we were allthinking and withoutbatting an eyelid went forit. It confirmed him as alegend in my eyes.”Jim Chancellor, President,

Fiction Records

“The BRITAwards2013 wasthe firsttime I

attendedthe show and

I loved the feeling ofinclusion and camaraderiein the room at the O2Arena. The warriors of themusic industry laid downtheir arms for one evening

- it was like a ceasefire in there! It was a specialand classy night and I wasvery impressed by thetone that was set by DavidJoseph and his team.Watching Mumford & Sonsplay I Will Wait wasfantastic - it was apassionate, looseperformance. All of us -label, friends, family,girlfriends - got uptogether and screamed.”

Daniel Glass, Founder,Glassnote Records

"Of course,it's easy torememberthe classic‘disruptive’

momentsover the

years (RickAstley/Mick Fleetwood/Sam Fox, Jarvis Cocker/Michael Jackson,Chumbawamba/John Prescott) becausethey were eitherembarrassing or hilarious- depending on your pointof view - but certainlymajor talking points for

everyone afterwards,which is what we want,isn't it? Equallymemorably, there have been so many for-one-night-only,spectacular performancesby legendary artists.

“The BRIT Awards is aunique chronicle oflasting (and sometimesfleeting) talent acrossthree decades."

Mark Foster, MD, Deezer

“It wouldhave to beAmy

Winehouseand Mark

Ronsonperforming Valerie (2008).It followed on from hugeGrammy successes forAmy and there was anervousness over whethershe would be there andwhat shape she’d be in -but she delivered astorming performance. Itwas her year and she isnow sadly missed.”

Guy Moot, EU President,Sony/ATV/EMI

memory

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26 www.brits.co.uk

Behind the BRITs

What are your memoriesof how the MasterCarddeal came about? Maggie Crowe:Rob Dickins was BPIChairman at the time withPaul Conroy (Chairing) andLisa Anderson (ExecProducing) the BRITs. Theyapproached Rita Broe ofMasterCard with an offer tosponsor. MasterCard wereheavily involved in sport atthat point, but Rita’s visionrecognised that the BRITsdelivered a key targetdemographic and theopportunity to create‘money can’t buy / priceless’experiences, with showtickets at a premium.

Both sides saw thebenefit, as MasterCardconcentrated theirmarketing and used theasset to promote people tobuy more music with theirMasterCard. Rita was quiteclear that the sponsorshipwas going to be more thanjust a badging exercise,however, and together theydeveloped a fully integrated andcompelling campaign.

Do you think it was a goodfit – or maybe asurprisingly ‘un rock n roll’alliance?Tony Wadsworth:Any ‘rock n roll’ brand willinvariably come witharmfuls of baggage of itsown, which makesMasterCard an excellent fit– their brand values sit well.Right from day one,MasterCard have boughtinto the values of the BRITAwards and the youngeraudience for the show is apotent market for them.

We’re all on the samepage - their overallapproach to sponsoring theAwards, and thecommunications they havebuilt around it, complementwhat we’re trying to do.MasterCard don’t approachthe deal with an inflexible

attitude, or any desire toimpose their productsunduly on the show. Andthey see the benefits of acomplementary fit.

What has MasterCardbrought to the BRITs? Maggie Crowe:MasterCard from the outsetrealised the importance ofhaving A-List GuestPresenter names to awardour ‘hero’ category – theMasterCard Album of theYear Award. From Samuel LJackson to George Michael,they consistently deliverglobal names for the BRITs.

They also invest andrejuvenate their campaigneach year. Since 2011,MasterCard’s ‘SomethingFor The Fans’ campaign hasrun. Pet Shop Boys went totheir No.1 fan’s house andperformed live for them; in2012 ‘Priceless Duets’ sawEmeli Sande shock herbiggest fan in a karaoke bar,and Labrinth surprisedLondon buskers whilst theyrocked out to his song. Thisyear saw their ‘PricelessRemake’ campaign withRita Ora, Delilah and ConorMaynard surprising theirfans.

How involved do they getin strategy regarding theevent?Maggie Crowe:The relationship betweenMasterCard and the BRITsteam is quite unique. After15 years the collaborativeconversations start from aseed of an idea often to itsfruition. What MasterCardhave is an appreciation ofhow important music is forfans and how importantfans are for music artists.

What do you think theimage of the BRITs waswhen this relationshipstarted and what do youthink it is now?Tony Wadsworth:Over the last 15 years the

BRITs have become moreprestigious and global –there is much greaterrecognition for the Awardsoutside the UK and it iseasier now to attractinternational superstars toperform.

The show is probablymore outward-looking now,reflecting the changes in thebusiness overall. And it’smore focused on the music.But we know that theunpredictability of the BRITsis also a key element of itsappeal.

Controversial ormemorable moments oftencome from things artists door say in the heat of themoment - you can’t planthat. But as producers we’llbe working to ensure thereare surprising performancesand memorable moments,in particular uniquecollaborations.

How has the event evolvedthis year?Maggie Crowe:2013 was a major milestonefor the BRITs andMasterCard relationship. Wereached our 15th yeartogether and our third yearat The 02. Our 02 debutBRIT Awards saw guestsarrive by a bespokeentrance, followed by themain foyer in year two. Thisyear I don’t think anyonestepped more than 2ftwithout realising that TheBRITs and MasterCard werein the venue. The 20ftbranding posters as youentered featured Neyo,Delilah, Conor Maynard andRita Ora. What wasextraordinary was thatMasterCard personnel weregoing into the restaurantsand cinemas in the area inthe lead-up time andtreating 02 visitors toimmediate ‘surprise anddelight’ prizes whereMasterCard customerscould be instantly rewardedto attend the show on

February 20....Priceless.Having just over 1,000

MasterCard competitionwinners present in theauditorium is testament tohow the partnership worksextremely well for bothsides.

How can the event runprofessionally andsmoothly – but still leaveroom for the unexpected,for 'BRITs moments'?Geoff Taylor:The two things aren’tnecessarily in conflict – theAdele moment in 2012 wascaused by being tooprofessional, in trying not tooverrun! It’s true that we arereally focused on achievingthe highest possibleproduction values: weemploy the very best in thebusiness for staging,lighting, camera work andsound because we wantevery show to bespectacular, and to providethe best possible showcasefor the artists. But there’sstill plenty of scope for theunplanned to happen ...that’s the fun of live TV.

What have you learnedabout what works andwhat doesn’t in the timeyou’ve been working withMasterCard?Maggie Crowe:What works iscommunication. Even if oneside or the other pitches the

most insane idea, both sidesgive it air space and evaluateits worth. What doesn’twork – but in the 15 years ofworking with MasterCardhas never happened – iswhere partners want toblatantly plug a messagethat has no relevance to amusic awards show. Thesubtle and complementarydelivery of their messageover the years has beenparamount to the successof our partnership and wevalue it greatly.

How close are you tosigning a new deal?Geoff Taylor:MasterCard have provedthat they are long termsupporters of music. Theyhave been understandingand flexible partners as wemade real changes to theshow. We haven’t yetfinalised our new deal, butwe are confident that wewill do so shortly.

How would you like theevent to grow?Geoff Taylor:We have a strong vision forthe next three years –creating some new BRITsprogrammes, developing aworld-leading digitalexperience for fans, andestablishing the BRITAwards as a global, ratherthan UK, entertainmentbrand. MasterCardabsolutely share that vision.

The BPI is the pillar on which the BRITs are built. Here, CEO GeoffTaylor, Chairman Tony Wadsworth and events boss Maggie Crowediscuss the magic of the show - and MasterCard’s contribution

26 Brits_final_. 09/03/2013 12:34 Page 1

“... IN ORDER TO ACHIEVE GREATNESS ONE NEEDS TO WORK AS A TEAM ...”

WARNER MUSICWOULD LIKE TO CONGRATULATE

THE BRITS AND MASTERCARDON THEIR 15 YEAR PARTNERSHIP

WBM_MW_Corp AD.FINAL.260213.indd 1 26/02/2013 17:05

Suncourt House, 18-26 Essex Road, Islington, London, N1 8LN

Photos John Marshall © JM Enternational

01,28 Brits_final_. 09/03/2013 12:33 Page 2

15 years of The BRIT Awards with MasterCard … · 15 years of The BRIT Awards with MasterCard...

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Transcript of 15 years of The BRIT Awards with MasterCard … · 15 years of The BRIT Awards with MasterCard...