It’s hard to argue with the uber-successful star carrying all before him. But attempts to lure younger viewers are doomed
Aitch beat Stormzy to best hip-hop/grime/rap act.Save some shonky hosting from Mo Gilligan – introducing Lewis Capaldi as Sam Capaldi, and invariably relying on “gags” about alcohol consumption in between awards and performances – and a technical hitch that required showing a 2022 performance from Adele, pretty much everything went to plan. Except, one suspects, solving the Brits’ most obvious problem.
How moving the Brits to a Saturday was supposed to lure its target market away from social media and on-demand streaming – or indeed just going out with their mates – is an intriguing question. You rather got the feeling that most of this years’ viewers might have been old enough to remember the days when the Brits seemed to give
an award every year, and that they might have spent the evening asking “who’s that?” whenever 2023’s stars appeared. Which can’t possibly be the Brits’ desired effect.
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