Brits head East as awards ceremony switches from Earls Court to O2
Alistair Foster, Showbusiness Correspondent6 Sep 2010
The 02 will host the Brit Awards for the first time after trying to secure them for five years, it was revealed today.
Organisers will make use of the whole of the venue, including the arena and entertainment complex, for what is seen as the biggest night in music.
The Brits have been held at Earls Court for the last decade.
Brits organisers — who today revealed the event's new logo — said they made the move to the 02 because of its superior technology and facilities.
Geoff Taylor, chief executive of the British Phonographic Industry which organises the event, said: “It's important for us that music's biggest night is at the country's premier music venue.
“For us it's an evolutionary thing — it was time for us to move on. Many aspects of The 02 are just better than Earls Court — it's state-of-the-art sound system, the lighting, the technology in general — all of which we will be using to the max.”
The ceremony, which takes place in February, will make use of the main arena as well as nightclub Matter, smaller venue IndigO2 and the various bars and restaurants underneath the dome in north Greenwich.
David Campbell, president and CEO of AEG Europe, the owner and operator of the 02, said the arena had been chasing the Brits for five years. He said: “We think the Brits can be bigger and better when it's at the 02. It will use the whole building, with Earls Court it was just the arena.
“The main focus for us is that people have a good time before and after the show. The whole venue will become the party. Instead of just thinking about the arena, we're thinking about the whole dome.”
The Brits traditionally sees the stars at dining tables in front of the main stage, but organisers are examining changing. The nominees are not due to be announced until the New Year.
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