James Bay says he is "over the moon" at bagging this year's Critics' Choice Brit award.

The rising singer-songwriter will collect the prize - which has previously been given to Adele and Ellie Goulding - at the Brits on February 25.

The musician has just been announced as Vevo Lift's latest feature artist and he told the video service that he is overjoyed at the Brits accolade.

Bay said: "The Brits' Critics Choice was incredible. I had to pinch myself. It was a great moment and an amazing feeling.

"I’ve watched the Brits lots of time and now I’m going be there and one of them is going be mine. I’m over the moon."

The 'Hold Back The River' man added that he is starting to get recognised on the street - although not always for his face or famed headwear.

He said: "It’s happened once or twice. The weirdest one was when I was on Tottenham Court Road and someone tapped me on the shoulder and someone asked ‘are you James Bay’ and I replied ‘yes’, and they said ‘yeah I recognised you by your shoes’. I wasn’t even wearing the hat!"

Bay's Vevo Lift campaign meanwhile will launch on January 19, with a series of intimate videos scheduled to be uploaded online over a number of weeks.

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Watch James Bay's 'Hold Back The River' video below: