Jacob Alon revealed as this year's BRITs Critics' Choice winner

20 January 2026 - Press release

SUPPORTED BY RADIO 1 

 

THE FIRST WINNER TO BE REVEALED FOR THE BRIT AWARDS 2026 WITH MASTERCARD

SATURDAY 28TH FEBRUARY 2026 AT CO-OP LIVE, MANCHESTER ON ITV

 

The BRIT Awards 2026 with Mastercard have today announced that Jacob Alon is the winner of the prestigious BRITs Critics' Choice award supported by BBC Radio 1. The news was revealed by Jack Saunders on his BBC Radio 1 New Music show. Jacob is the first winner to be revealed for The BRITs 2026, and will take home the Matthew Williamson-designed trophy.

Jacob said:  "Taing mhòr to the critics for recognising my work for this award, you absolute dotes!

In the wee town where I grew up in Scotland, it often felt like there was a limit to how high you could dare to dream. So being part of something like this makes me feel like I'm floating far above the sky.

In a world full of broken and rusted jaggy edges, I'm grateful to find a place for softness still. And I will keep fighting for it.

I really care about and believe in this music, and it makes my world brighter every time it reaches someone else. Hopefully this means some more beautiful people might find something in my album.

Thank you to anyone who has ever listened."

This year's nominees also included Rose Gray and SIENNA SPIRO and, alongside Jacob, they follow in the footsteps of an impressive alumni of former winners and nominees who have gone on to achieve remarkable success after being shortlisted, including Dua Lipa, Adele, Florence + The Machine, James Blake, Michael Kiwanuka, Sam Smith, Jorja Smith, Griff, FLO, The Last Dinner Party, Myles Smith and more. 

The award reverted to its original name of Critics' Choice for 2026, in acknowledgement of the importance of 'critical acclaim' to artists at this early and crucial stage of their career. The prize was introduced in 2008 to identify the future stars of British music and, as with previous years,  was decided by an expert panel of new music champions across media, broadcast and industry. It's designed to highlight artists at the foundational point of their career, with criteria remaining the same as previous years (artists must not have yet achieved a Top 20 album or more than one Top 20 single). The award was open to British artists who, as of 31st October 2025, had not yet achieved an Official Album Charts Top 20 placing or achieved more than one Top 20 chart placing in the Official Singles Chart.

Raised in Fife, Jacob first felt the spark of performance at a school talent show, discovering early on that they could command a room with nothing but a piano and a story. That instinct followed them through a childhood spent between winding woods, mischief, and a growing sense of otherness that songwriting helped them reclaim. Jacob found their voice in Edinburgh's folk community, where songs became a lifeline and a way to translate the deep, unspoken parts of themselves. That raw storytelling ultimately shaped their debut album 'In Limerence', a record that announced them as one of the most singular new artists in Britain, and earned them a place on the 2025 Mercury Prize shortlist for Album of the Year.

Earlier this year, Jacob became the first Scottish winner of BBC Introducing's Artist of the Year, was nominated for the Scottish Album of the Year Award, performed on Later... with Jools Holland, played a celebrated set on the BBC Introducing stage at Glastonbury, and was named one of BBC Radio 6 Music's Artists of the Year. With lyrics that cut with precision and dark humour, they've built a reputation for performances that feel both intimate and electrifying. Now, as they continue expanding their sound, flitting between folk-rooted vulnerability and pop-star presence, Jacob enters their next chapter with undeniable momentum and a sound that refuses to be boxed in.

 

Past BRITs Critics' Choice / Rising Star winners and nominees:

2008        Adele (Duffy, Foals)

2009        Florence + The Machine (Little Boots, White Lies)

2010        Ellie Goulding (Delphic, Marina and the Diamonds)

2011        Jessie J (James Blake, The Vaccines)

2012        Emeli Sandé (Michael Kiwanuka, Maverick Sabre)

2013        Tom Odell (AlunaGeorge, Laura Mvula)

2014        Sam Smith (Ella Eyre, Chlöe Howl)

2015        James Bay (George The Poet, Years & Years)

2016        Jack Garratt (Izzy Bizu, Frances)

2017        Rag 'n' Bone Man (Anne Marie, Dua Lipa)

2018 Jorja Smith (Stefflon Don, Mabel)

2019 Sam Fender (Lewis Capaldi, Mahalia)

2020 Celeste (Beabadoobee, Joy Crookes)

2021 Griff (Pa Salieu, Rina Sawayama)

2022 Holly Humberstone (Bree Runway, Lola Young)

2023 FLO (Cat Burns, Nia Archives)

2024 The Last Dinner Party (Caity Baser, Sekou)

2025 Myles Smith (Elemiene, Good Neighbours) 

 

Stacey Tang, Chair of the 2026 BRIT Awards Committee and Co-President of RCA Records at Sony Music UK said: "This award has an incredible track record as a launchpad for so many brilliant artists who have gone on to achieve amazing successes and I'm sure Jacob will continue that trajectory. The Critics' Choice category holds significant value for the BRITs. The recognition it offers is hugely important but just as meaningfully, giving artists visibility, support, and therefore confidence to experiment and grow shouldn't be underestimated.

Bring on the BRITs with Mastercard: The 2026 Nominations, the livestream exclusively hosted on the BRITs' Instagram and Facebook from 5pm on Wednesday 21st January, is the first place to find out which artists are nominated for The BRIT Awards 2026.

Details for the BRITs Fringe, a programme of engagement taking place across Manchester ahead of this year's event, were also announced last week. BRITs Fringe celebrates the city's rich musical heritage, its vibrant contemporary scene and the next generation shaping the future of UK music.

Last month, award-winning comedian, actor, presenter and writer Jack Whitehall was revealed as the host for this year's ceremony. The news was announced via his "Ode to Manchester", shared exclusively across BRITs' socials. In true Jack fashion, he covers everything from the cobbles of Coronation Street to the Curry Mile, the Industrial Revolution to the invention of barm cake. Jack's return to Manchester marks his sixth time presenting the show, having previously hosted in 2025, 2021, 2020, 2019, and 2018.

This year the BRIT award has been designed by internationally acclaimed British designer Matthew Williamson. Inspired by his Manchester roots and the city's famous drive and resilience, the trophy is amber toned resin - resembling the golden honey of a worker bee, the city's mascot - atop a globe representing the worldwide reach of British music. 

The BRIT Awards 2026 with Mastercard will take place on Saturday 28th February from Manchester's Co-op Live, marking the first time the event has been held in the city and outside of London, and will also be broadcast on ITV and ITVX.

Mastercard will continue their long-standing headline sponsorship of The BRITs as it moves into its 29th year. ITV remains the official broadcaster for the 34th year, with the awards airing on ITV, STV, ITVX and STV Player. 

These partnerships are vital in supporting and amplifying The BRITs' vision and values, including fundraising for the awards' charitable arm, The BRIT Trust, with a core pillar of the Trust the distribution of funds to charities which promote education and wellbeing through music, including The BRIT School and Nordoff and Robbins Music Therapy.