The "Don't Kill My Vibe" singer is the first non-Brit to win the accolade since 2013.
Image by Francesca Allen via PR
Pop music might be at its healthiest in a long while. As if to prove it, the BBC's list of critics and music industry experts has bestowed its annual 'Sound of...' honour on the sparkly starlet Sigrid – she of one of 2017's most infectious successes with the track "Don't Kill My Vibe". Hailing from Norway, Sigrid is the first non-British act to scoop the accolade since HAIM in 2013. Here she is receiving the news that she won (it's very cute):
In a statement, Sigrid expressed her delight at having been named the BBC's most hotly tipped artist of the next year:
It’s a lot to take in to have won something as prestigious as BBC Music Sound Of. I feel honoured as there are so many other artists I look up to who have won this before me, and honestly, I’m just really happy and proud of what my team and I have achieved together. I’m from a small town called Ålesund in Norway. I’m still 21 and it’s quite crazy to get this recognition. I’m very excited about the year ahead and sharing new music with everyone. I want to thank the panel for voting and the team involved in BBC Music Sound Of 2018.
She's joined in the top five by Rex Orange County, IAMDDB, Khalid, and Pale Waves, which actually represents a pretty decent slice of what's popping in the UK right now. However, it is also true that other choices from the longlist – like Nilufer Yanya, Yaeji, or Superorganism, say – might have been a little more daring, especially when it comes to exposing listeners to sounds which feel genuinely new (Khalid and Rex Orange County, for example, have already released albums).
Sigrid's win, though, as I mentioned, is nothing if not a victory for pop's standing – both critical and commercial – in the UK. It's alive and well with a sharply beating heart: let's hope that in 2018, Sigrid (an artist from whom I feel sure we've not yet seen the best) continues to show that.
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