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Apple Music official digital music partner for 2018 BRIT Awards

Apple in a tweet on Wednesday announced its role as the official digital music partner of the 2018 BRIT Awards, and took advantage of the position with special ads, Apple Music playlists, interviews and more.

In its 30th year, the annual awards ceremony held in London is in many ways the British equivalent of the Grammy Awards, celebrating the year's hottest UK musical acts and featuring live performances by a slate of big-name artists.

Following Apple's initial digital music partner announcement, the company tracked this evening's events with tweets on its Apple Music and Beats 1 accounts congratulating BRIT Award winners including Dua Lipa and Stormzy.

Each tweet incorporates a link to a special Apple Music section dedicated to playlists featuring award nominees, winners, live performances and more. A Connect section publicizes posts from the BRIT Awards account, which touted winners from each awards category with links to their Apple Music playlists.

In addition to internal Apple Music enhancements, Apple aired a new iPhone X ad during the show's live broadcast starring Animoji characters singing to the song "Lights Out" by Royal Blood. The company did much the same during this year's Grammy Awards last month, releasing a pair of "Animoji karaoke" commercials set to "Redbone" by Childish Gambino and "Stir Fry" by Megos.

Apple is no stranger to the BRIT Awards having served as the event's official music streaming and download partner in 2017.