Scottish artist Jacob Alon has been named the winner of the 2026 BRITs Critics’ Choice Award, beating out Rose Gray and Sienna Spiro. The announcement marks the first winner revealed for the upcoming ceremony. Alon’s debut album ‘In Limerence’ earned critical acclaim and a Mercury Prize nomination last year.
Jacob Alon, a Scottish art-folk singer-songwriter, was announced as the 2026 BRITs Critics’ Choice Award winner on January 19, 2026, by Jack Saunders on BBC Radio 1. The 24-year-old artist from Island Records triumphed over shortlisted nominees Rose Gray from Polydor and Sienna Spiro from Capitol Records. This prize, introduced in 2008, recognizes emerging British talent that has not yet achieved a Top 20 album or more than one Top 20 single on the Official U.K. Charts as of October 31, 2025. It is selected by the 1,200 members of the BRITs Voting Academy.
Previous recipients include Adele in 2008, Florence + the Machine in 2009, Ellie Goulding in 2010, Sam Smith in 2014, Sam Fender in 2019, The Last Dinner Party in 2024, and Myles Smith in 2025. The award was known as the Rising Star Award from 2020 but reverts to its original name for 2026.
Alon’s victory follows the release of their debut album ‘In Limerence’ in May 2025, produced by Dan Carey. The record was shortlisted for the Mercury Prize, though it lost to Sam Fender’s ‘People Watching’, and appeared on Billboard U.K.’s albums of the year list. In a statement, Alon 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.”
They added: “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.”
Elton John praised Alon on his Rocket Hour radio show, saying: “I can’t think of anyone who sounds like you for a long time,” and that they were “destined for big things.” Speaking to Billboard U.K., Alon reflected on personal challenges, including accepting their queer identity and a period of near-homelessness: “I just feel so proud of myself for not ever giving up. It can be hard to exist in a world with so much pain.”
The BRIT Awards ceremony will take place on February 28, 2026, at Manchester’s Co-op Live arena, the first time in nearly 50 years it has been held outside London. Comedian Jack Whitehall will host for the sixth time. Alon is scheduled to perform at Edinburgh’s Assembly Rooms on February 27 as part of BRITs Week 2026, alongside acts like Fatboy Slim, Myles Smith, and Lambrini Girls. The amber-toned trophy was designed by Matthew Williamson, inspired by Manchester’s resilience.
