Jacob Alon has officially emerged as one of the most exciting new voices in British music after being named the 2026 BRIT Awards Critics’ Choice winner, a prestigious honor that often signals the arrival of future global stars.
The Scottish singer-songwriter, signed to Island Records, claimed the award after beating fellow nominees Sienna Spiro and Rose Gray in a closely watched race that highlights artists at the very start of their breakthrough moment.
Introduced in 2008, the Critics’ Choice prize has a remarkable track record of predicting success. Past winners include Adele, Florence + the Machine, Ellie Goulding, Sam Smith, and most recently The Last Dinner Party. After several years under the “Rising Star” banner, the award will officially return to its original name for the 2026 ceremony.
Only artists who have not yet secured a Top 20 album — and no more than one Top 20 single — on the Official U.K. Charts are eligible, keeping the focus firmly on emerging talent. The final decision is made by more than 1,200 members of the BRITs Voting Academy.
Alon is set to receive the trophy on February 28, when the BRIT Awards will make history by taking place at Manchester’s Co-op Live arena, marking the first time in nearly five decades that the ceremony will be staged outside London.
In an emotional statement, Alon reflected on growing up in a small Scottish town where ambition often felt limited. They spoke about daring to dream beyond those boundaries and described the recognition as a moment that makes them feel “far above the sky.”
The artist also shared a deeply personal message about their commitment to vulnerability and softness in their music, adding that every listener who connects with their work makes the journey worthwhile.
The award arrives less than a year after the release of Alon’s debut album, In Limerence, which drew widespread critical praise upon its release in May 2025. The record earned a Mercury Prize shortlist nomination and secured a place on several year-end best-of lists, cementing Alon’s reputation as one of the most promising new artists of their generation.
Industry support for Alon has been equally strong. On his Rocket Hour radio show, Elton John singled out the singer for special praise, saying he could not recall hearing a voice quite like Alon’s in years and predicting that they are “destined for big things.”
In a recent interview, the 24-year-old opened up about the difficult experiences that shaped their songwriting, including coming to terms with their queer identity and surviving a period of near-homelessness. Those struggles, they explained, became the emotional foundation of In Limerence.
Comedian Jack Whitehall will return to host the ceremony for the sixth time, while performer announcements and full nominations are expected to be revealed in the coming weeks.
With early industry backing, critical acclaim, and now one of the BRITs’ most influential prizes, all eyes are on Jacob Alon as 2026 approaches — and many are already wondering just how far this rising star can go.