Jacob Alon has spoken to NME about being named the winner of the BRITs 2026 Critic’s Choice award, and said that it has made them realise how much music “can make a difference”. Watch the full interview above.
The Scottish singer-songwriter was named as the winner of the prestigious award ahead of the event, beating off beating off competition from Rose Gray and SIENNA SPIRO, and joining an impressive list of past winners including Adele, Florence and the Machine, Ellie Goulding, Sam Smith, Jorja Smith, The Last Dinner Party and Myles Smith.
The recognition comes in celebration of their debut album, ‘In Limerence’, which was also nominated for the Mercury Prize last year.
Speaking about how the emotional, art-folk record has resonated with so many people, Alon explained that they didn’t think about the public response when writing the album, but have now seen songwriting in a new light because of the warm feedback.
“It is pretty indescribable. When you’re making something, you don’t usually think about who’s going to listen to it, so I couldn’t have possibly thought that it would take me on this journey,” they shared. “I’m really glad that it has, because I’ve connected with so many people that have changed my life in reflection. They’ve given me a piece of them in what this album means to them, and I hold that so dearly.”
“Now, going into making something new, it’s already different,” they added. “It’s a different place to create from because now I know what’s out there. I’m trying not to let it get in the way of what I know, but it’s shown me that music is important and it can make a difference. I’m really lucky to be able to do it.”
While they kept their cards close to their chest when asked about how their new music will differ from ‘In Limerence’, they did quip that there is a chance that the huge critical acclaim could go straight to their head – joking that they might shift away from vulnerable songwriting and focus on writing punk songs about “being a winner” next.
During the live awards ceremony, which was hosted by Jack Whitehall at the Co-op Live in Manchester, Alon also got people talking by holding up a Palestinian scarf during Sharon Osbourne’s speech remembering her late husband, Ozzy.
The Scottish singer held a black-and-white patterned keffiyeh – a Middle Eastern headdress that has been adopted as a symbol of Palestinian solidarity – over their head during the speech, seemingly in opposition to Sharon’s defence of Israel amid the conflict in Gaza.
Alon has consistently been outspoken on the subject of Palestine, and has previously swapped the lyrics to the song ‘Fairy In A Bottle’ to include the words “free Palestine” at the 2025 Mercury Prize ceremony.
Performers at the 2026 BRITs included Harry Styles, who opened the evening with his first public performance in three years, as well as Bjork and Rosalía, Olivia Dean, Sombr, HUNTR/X’s EJAE, Audrey Nuna and REI AMI, Wolf Alice, Mark Ronson, Robbie Williams, Alex Warren, and RAYE.
As well as Alon being named as Critic’s Choice winner, Noel Gallagher was awarded the Songwriter Of The Year award, PinkPantheress won Producer Of The Year, Ozzy Osbourne got the BRITs Lifetime Achievement Award, and Mark Ronson took home the trophy for Outstanding Contribution. See the full list of winners from the night here.