"TikTok is radically changing how people consume music as its users create content with millions of songs. But we needed something to cement TikTok’s creative role in British culture and engage a wider more mainstream audience in its live and video-based premise.
Partnering with The Brits for its landmark 40th show was the natural thing to do. So TikTok became official sponsors of the red carpet. But we didn’t just badge it up and give away some tickets, we turned the red carpet into the main event."