Although Fender faced stiff competition, his willingness to tackle current issues in his lyrics has caught the attention of both critics and fans alike. His most notable example in 2018 is perhaps ‘Dead Boys’ which has drawn attention to male suicide and toxic masculinity.
Sam has had a truly phenomenal year after already being tipped by BBC’s Sound of 2018 Poll, selling out many shows and being signed to Polydor Records. In spite of these achievements (and of course his latest accolade) the singer songwriter has managed to remain modest. Sam Fender shared a statement about the win. “I’m truly humbled to win the BRITs critics’ choice award, being nominated was already crazy enough never mind winning. I’m so grateful to everyone back home for believing, and to my band and team for all their hard work. Most importantly, a big shout to my fans. I’ve met a lot of you over the last few years and it’s truly an honour to get up and play night after night to such a wonderful bunch of people. To everyone who’s taken a punt on me so far, thank you. Here’s to next year!”