Mastercard leads Britons’ digital celebrations with dance challenge

Main sponsor of the Brit Awards 2021, Mastercard, has hired street dancer and choreographer Ashley Banjo to host a dance challenge on TikTok.

The activation is part of the Brit Awards 2021 digital approach aimed at creating anticipation of the event.

For the “#BRITsMOVER challenge”, participants must learn a dance to Freedom! ’90 by George Michael demonstrated by Banjo and publish their interpretation on TikTok. The best submissions appearing in its ITV TV identities on Brits Night.

Mastercard has also created connected audio LED masks that respond to music tried by UK host Jack Whitehall and available to cardholders through on May 20. From home, music lovers can watch exclusive content via Mastercard’s social channels @MastercardUK and

Inside the arena on May 11, the Brits Social Team will be maximizing production across all platforms with dedicated photography and social capture points fueling live commentary.

A live red carpet broadcast presented by Yasmin Evans and AJ Odudu will be available on TikTok, Twitter and YouTube. International fans can follow the show via Brits’ YouTube channel in a stream presented by Chelcee Grimes and Arielle Free. Photographer Danny Kasirye will be positioned to capture exclusive portraits with the winners after receiving their trophy.

The show will also be supported by Giphy, who will be streaming GIFs of all the best moments live for immediate use. Twitter users will also be able to get together with an exclusive Watch Party.

The audience at home is encouraged to dress for the occasion with a series of ‘get ready with me’ activations, shared through channels of influence.

Amazon Music is the digital music partner of the British for the second year in a row and is home to the Brits Top Table playlists and podcast with Mastercard. He also partnered with Kiss to offer prizes that included music equipment and a virtual meet and greet with musician Joel Corry. Amazon Music’s social channels will have exclusive content ahead of the show and live red carpet commentary.

The Brit Awards 2021 digital campaign is led by Kate Wyn Jones, Director of Business Development at EMI Records and BPI Director of Digital Giuseppe De Cristofano, who jointly co-chairs the Brit Awards 2021 Digital Committee in collaboration with content agency Somethin ‘ Else directed by executive producer Zosia. Morris and lead producer Darren Struwig.