Music therapy charity Nordoff Robbins has been named official charity partner of The BRIT Awards 2016, which will be taking place on 24 February.
Viewers of the globally watched show will be able to download and stream the audio of live performances on the night. Downloads will be free of charge, with Google Play Music picking up the cost and donating to Nordoff Robbins and The BRIT Trust.
Last year, Google Play Music made a donation of over £250,000 to its chosen charity. Help raise even more in 2016 by tuning in and downloading what are sure to be epic performances.
Jo Carter, Director of Fundraising and Communications at Nordoff Robbins commented: "We are delighted that the BPI has chosen us as their official charity partner for this year’s BRIT Awards. It is arguably the main highlight of the musical calendar in the UK and the fact that they’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 support.
Geoff Taylor, Chief Executive of BRIT Awards and the BPI, said: "We are delighted to have Google Play Music on board again following the massive success of last year’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 and The BRIT Trust.
“We are hoping for even greater digital engagement this year to raise an even larger sum for this year’s nominated charity Nordoff Robbins in this, their 40th anniversary year. The money raised will make a huge difference to their music therapy programme alongside the music education work of The BRIT Trust.”
Azi Eftekhari, Head of EMEA Music Partner Management at Google Play Music commented: “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. Our goal will be to go even further this year.”