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Scottish singer-songwriter Jacob Alon has been named the recipient of the prestigious BRITs Critics’ Choice Award.
The Fife-born musician triumphed over fellow nominees, including soul artist Sienna Spiro and east London’s Rose Gray, celebrated for her vibrant dance-pop sound.
Formerly known as the BRITs Rising Star award, this accolade spotlights promising emerging talent, as selected by a panel of industry experts.
Upon hearing the news on BBC Radio 1’s New Music Show, a surprised Jacob Alon described the win as “bonkers.”
Alon joins an esteemed list of previous winners, including Adele, Sam Fender, and The Last Dinner Party.
The non-binary artist, who uses they/them pronouns, expressed feeling surprised, stating they didn’t consider themselves “BRITs material” but were “really glad” the critics saw their potential.
Alon cultivated a strong following in Edinburgh’s folk scene following a challenging period at university and a time of upheaval in London.
The narrative depth inherent in the folk genre influenced their debut album, “In Limerence,” which explores themes of failed romantic relationships.
Alon expressed gratitude to those who recognized their work, saying, “When I started making this album, when I write songs, it’s so far away from any of this stuff, and I never would have expected it to get this far.”
“It feels like I’m getting away with something that I shouldn’t be getting away with.”
“So thanks for making me feel cheeky and very, very proud.”
The musician shared that their family was “buzzing” about the nomination, adding that their mother would have been “just as proud” even if it were an award from a school assembly.
Alon discovered a passion for performance early on in a school talent show but initially pursued theoretical physics and medicine at Edinburgh University.
After countless nights spent studying in the library and realizing academia wasn’t the right path, Alon ultimately decided to leave university.
Following a path familiar to many aspiring artists, Alon moved to London to pursue music, but it was after returning to Scotland that things began to fall into place.
Alon gained significant attention following a November 2024 appearance on Jools Holland’s BBC 2 show, a booking secured after the release of only one single, “Fairy in a Bottle.”
The performance on the program, delivered barefoot while wearing golden-feathered trousers and a red shawl, preceded the release of their debut album last May.
The album earned a place on the Mercury Prize shortlist, and Alon also became the first Scottish act to be named BBC Introducing Artist of the Year.
The BRITs award, in partnership with BBC Radio 1, has reverted to its original name this year to underscore the importance of critical recognition for artists at the start of their careers.
The BRIT Awards will be broadcast live from Manchester’s Co-op Live on Saturday, February 28.
Listen to Newsbeat live at 12:45 and 17:45 weekdays – or listen back here.
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