AEG, the company which leads the hosting of the Brit Awards, has said it plans to turn the event into a week-long celebration from next year because ‘eight out of ten people didn’t know it was on’.
Speaking to Digital Spy at last night’s ceremony Anna Williamson, European CEO of AEG, said the company is looking to take new inspiration from the US’ Grammy Awards to turn the Brits into a more wide-ranging and lengthier series of events in order to raise its profile.
“The plan is to make it a week-long event next year like the Grammys is in LA,” she said. “Eight out of ten people don’t know the Brits is on tonight, so we plan to make it a week-long celebration.”
Mumford & Sons and Emeli Sande picked up the marquee British-centric prizes at last night’s ceremony – winning the British Group and British Album respectively.
There were also performances from the likes of Taylor Swift, Muse and Robbie Williams during the course of the latest industry back-slapping extravaganza.