It’s Farewell Earls Court as, after months of speculation, the organisers of the BRIT Awards have confirmed that the 2011 event will move in an easterly direction to take up residency at another landmark London venue: the O2 Arena in Greenwich.
The BRITs had taken place to general acclaim at Earls Court for 11 years, but now the organisers have decided to up sticks as part of a stated intention to find “new ways to enhance the Awards whilst maintaining the show’s legendary spirit of celebration”. The move follows the event’s 30th anniversary edition earlier this year, which featured headline-grabbing performances from Lady GaGa and Dizzee Rascal with Florence & The Machine, among others.
David Joseph (pictured), chairman of The BRIT Awards 2011, commented: “Looking at what The BRITs stands for – the ‘must see’ spectacle and the unique performances which stretch every artist who performs – it was clear that moving to a state-of-the-art venue like The O2 was an obvious evolution.”
David Campbell, president and CEO of The O2 owner/operator AEG Europe, commented: “Since The O2 opened nearly three years ago we have wanted to host The BRIT Awards and I am absolutely thrilled that dream has become reality. We will ensure, along with the BPI, that the awards are the biggest and best yet, and are delighted to be the new home for the awards.”
The next show – to be broadcast live on 15 February – will also be the first as part of a new, exclusive three-year deal with ITV.