The Artist is Already a Star – Why Not Honour Emerging Talent Instead?
The BBC’s ‘Sound of…’ award, once a highlight for spotting fresh talent, has become something of a misfire in 2025. When Chappell Roan claimed the title this year, it felt less like an exciting revelation and more like a lackluster afterthought. While there’s no denying Roan’s immense talent, the award’s purpose – to spotlight new artists – seems to have been completely overlooked.
Let’s be clear: I am a fan of Chappell Roan. Her music is fantastic, and she’s undeniably one of the most exciting pop stars to emerge in recent years. But Roan isn’t exactly an unknown quantity anymore. She was already tipped by industry insiders at the end of 2023, and her popularity exploded soon after, with sell-out gigs and radio hits. By 2024, she was playing major festivals like Primavera and Reading, with a solid chance of hitting the main stage at Glastonbury.
So, what happened to the award’s original goal of recognising up-and-coming talent? This year’s shortlist included promising acts like Mk.gee, who’s gaining attention with his unique blend of 80s pop and American rock influences, and Kneecap, an Irish band making waves with their post-punk, Irish-language rap. Both are incredibly exciting prospects for the coming year.
Other notable nominees, like Myles Smith and English Teacher, have also been generating buzz and have the potential to explode in 2025. These are the artists who could truly benefit from the exposure that the BBC’s award offers. Instead, they were overshadowed by an artist who has already made her mark, having experienced significant commercial success.
In contrast, Ezra Collective – last year’s Mercury Prize winners – were named runners-up, adding further to the sense that the BBC is looking back, rather than forward. Giving the award to an artist who’s already achieved mainstream recognition makes the BBC appear completely out of touch with what the ‘Sound of’ award was originally designed to celebrate.
If anything, Chappell Roan should have been the ‘Sound of 2024’. She’s past the point of needing the spotlight this award brings. The BBC could have given it to a fresh face who still has a lot to gain, and would have benefitted greatly from the recognition. Instead, the move feels like a desperate bid for attention rather than a genuine celebration of new talent.
