YouTube thinks Adele will win two BRIT Awards next week

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YouTube and Google Play Music have revealed who they think will win BRIT Awards next week, by totting up streaming volumes and video views across the two platforms.

According to their usage stats, both platforms suggest Adele will take home two awards at the ceremony next week

One Direction, Years & Years, Justin Bieber, Ariana Grande and Major Lazer are also on YouTube and Google’s respective tip lists of honourees.

Google Play Music’s predictions are based on UK streaming volumes from February 1st 2015 to January 31st 2016. YouTube’s, meanwhile, are based on UK views of the artist’s official channel and fan-uploaded videos claimed using Content ID in 2015.

According to both Google Play Music and YouTube, Adele will walk away with Best British Female Solo Artist and Best British Single for huge comeback track Hello.

If proven correct, it will be the second time the XL singer has won twice following her British Female Solo Artist and Album of the Year (for 25’s predecessor 21) win in 2012.

Overall, Adele has four BRITs to her name including Critics’ Choice in 2008 and Single of the Year for James Bond theme Skyfall in 2013. This year, she’s nominated in four categories in total.

“Our predictions are based on a number of key factors which we feel give an interesting insight into the potential winners. While Adele coming out on top may be of no surprise, the duel for Best British Group between One Direction and Years & Years is a close one.”

Christophe Muller, YouTube

YouTube is backing One Direction for the Best British Group gong whilst Google Play Music favours Years & Years. Previous winners of the award include Blur, Oasis, Take That and Coldplay. 

Names that both YouTube and Google agree on are Justin Bieber as International Male Solo Artist, Years & Years for Breakthrough Artist, Ariana Grande for International Female Solo Artist and Major Lazer as International Group.

The two platforms differ again when it comes to the Best British Male Category with Google Play Music predicting James Bay as the victor, whilst YouTube plumps for Calvin Harris.

Christophe Muller, Head of International Music Partnerships at YouTube and Google Play Music, said: “Our predictions are based on a number of key factors which we feel give an interesting insight into the potential winners. While Adele coming out on top may be of no surprise, the duel for Best British Group between One Direction and Years & Years is a close one and we look forward to seeing who comes out top on the night.”

The official BRIT Awards are based on votes cast by a Voting Academy, consisting of over 1,000 representatives from 15 sectors of the music industry including artists, managers, journalists, major and independent labels, publishers and retailers.

Google Play Music is the official streaming and download partner for The BRITs 2016 and YouTube will livestream the show to fans around the world outside of the UK.

The predictions in full:

Google Play Music

  • Best British Album:  Chaos & The Calm – James Bay
  • Best British Group: Years & Years
  • Best Male Solo Artist: James Bay
  • Best British Female Solo Artist: Adele
  • Best British Single: Hello – Adele
  • Best British Breakthrough: Years & Years
  • Best International Male Solo Artist: Justin Bieber
  • Best International Female Solo Artist: Ariana Grande
  • Best International Group: Major Lazer

YouTube

  • Best British Group: One Direction
  • Best Male Solo Artist: Calvin Harris
  • Best British Female Solo Artist: Adele
  • Best British Single: Hello – Adele
  • Best British Breakthrough: Years & Years
  • Best International Male Solo Artist: Justin Bieber
  • Best International Female Solo Artist: Ariana Grande
  • Best International Group: Major Lazer

Music Business Worldwide

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