Viewers of the globally watched show, which takes place on Wednesday 24th February 2016, will be able to download and stream the audio of live performances on the night, shortly after they take place in real-time.
Downloads will be free of charge, with Google Play Music picking up the cost and donating 50 per cent of proceeds to music therapy charity Nordoff Robbins, the BRIT Awardsâ€™ official charity partner, and the remaining 50 per cent to The BRIT Trust for 2016. Proceeds will directly support the valuable work Nordoff Robbins does in delivering thousands of sessions per year to people with a range of challenges in care homes, day centers, hospitals, schools and its own dedicated centers.
Last year, BRITs audio partner Google Play Music made a donation of over Â£250,000 through the BRIT Trust to charity partner War Child in respect of the free-to-consumer downloads and streams of The BRITs live performances. The donation exceeded all previous BRIT Award charitable records with the amount raised.
Geoff Taylor, Chief Executive of BRIT Awards and the BPI,Â said:Â â€œWe are delighted to have Google Play Music on board again following the massive success of last yearâ€™s activity, which was great news not just for fans of the Awards who were able to download or stream audio of their favourite live performances, but did so much to raise much-needed funds and profile for War Child through The BRIT Trust.
â€œWe are hoping for even greater digital engagement this year to raise an even larger sum for this yearâ€™s nominated charity â€“ Nordoff Robbins in this, their 40thÂ anniversary year. The money raised will make a huge difference to their invaluable music therapy work.â€
Â Azi Eftekhari, Head of EMEA Music Partner Management at Google Play Music commented:Â “We are thrilled to once again be the official download and streaming partner for The BRIT Awards 2016. As the UK’s most prestigious music event, and one that is getting increasing global recognition, we are very proud to be continuing this partnership. Thanks to the generosity of the artists, managers, labels and publishers who participated, we broke records with our donations to War Child and the BRIT Trust last year.Â Our goal will be to go evenÂ further this year.â€
Jo Carter, Director of Fundraising and Communications at Nordoff Robbins commented:Â â€œWe are delighted that the BPI has chosen us as their official charity partner for this yearâ€™s BRIT Awards. It is arguably the main highlight of the musical calendar in the UK and the fact that theyâ€™re donating proceeds from downloads of what are always such epic performances on the night, provides a huge opportunity for crucial funds to be raised for Nordoff Robbins, which will enable us to reach even more vulnerable and isolated people and deliver music therapy to those who desperately need our supportâ€.