One of the most high profile new music awards around, the Critics Choice Award finds the BRITs honouring rising talent.
Previous winners include Adele and Florence & The Machine, with success in this category virtually guaranteeing enormous public exposure.
Chosen from a shortlist of three, this year's winner of the BRIT Critics Choice Award is James Bay. The rising troubadour was clearly delighted at the news, commenting:
"I'm pretty speechless. After all the years I've spent watching the BRITs and even after this year; watching my fan base grow so much, I never thought I'd actually be getting an award myself. And what a huge honour to be following the incredible artists who've won before! I'm really chuffed, thank you to everyone who has supported me."
Check out the accompanying picture, featuring James Bay clutching his Tracey Emin designed statuette...
The BRIT Awards 2015 take place on February 25th.
Related: James Bay Reviews The Singles