Just in case you haven’t checked your calendars, it’s officially the day of the BRITs. As always, we are gearing up for a night of endless fashion inspo, but this year we are in for a lot more content than usual — as the award show goes digital. As the BRITs features four categories which will be voted for entirely through TikTok, focus has shifted to our social content influencers to bring the entertainment. This year, YouTube is the official Digital Music Partner for the BRITs, which will sponsor the new gender-neutral category: Artist of The Year. To commemorate, YouTube Shorts will place a booth at the event, allowing artists to create content live from the red carpet — making the award ceremony more accessible and universal than ever before.

To discuss the event and its new direction, we spoke with influencer, YouTuber and co-host of BBC Radio 1Xtra’s podcast “Pressed”, Adeola Patronne. Giving us an insight into her craft, we cover everything from the creative process of content creation to her plans for entertainment at tonights event.

For the full interview, head below…

Hey Adeola! How are you? How has the past year been for you?
Hey babe, I’m good thank you. The past year has been really eventful, I’ve had some good highlights I can’t complain.  

Loads of people picked up new skills in lockdown, did you try anything new?
Unfortunately I wasn’t part of the learn a new skill crew lol. But I did spend a lot of time trying and learning new recipes if that counts.

With your life being on social media, do you feel pressure to be a certain way?
Not at all, I literally live in my own bubble and stay around people that keep me grounded so thankfully I’ve never had that pressure. 

And now you’re creating content on YouTube for the BRITs! What is the most challenging part about planning your content, and what we can your fans expect to see on your channel on the night?
The most challenging thing for me is just making sure my vision comes to light. Sometimes with award nights it gets so hectic because I take so much time with my glam hoping my whole look comes together it can take a lot of time and slow me down. So I just need to give myself enough time so I don’t get flustered. But they can expect to see style inspo, red carpet BTS and a lit time captured on YouTube Shorts via #BRITsUseen. Hopefully we meet some special guests!

And you’ll be on the red carpet, what are your go-to tips for the best look?
I love to plan ahead to give me time to make sure I’m happy with my envisioned look and send my glam team a mood board so they can physically see my vision because sometimes it’s hard to explain what’s in your head lol. 

With your content creation, you’ve become hugely popular, when did you realise the power and influence you have? 
For me it’s when I recommend services or products to my followers and they trust me enough to sell it out or book the services I have such a fulfilling feeling. 

Who inspires you?
This might be odd but Bretman Rock really inspires me he’s just unapologetically himself and is so engaging with his audience. 

What are you most excited for this year?
Being able travel and create content in different countries. And to be back going to events I love getting dressed up and putting outfits together for different looks.