U.K. labels trade body the BPI has revealed that alt-rock act Florence & The Machine is the winner of the Critics' Choice Award for the 2009 Brit Awards.

The band will perform at the nominations launch at London's Roundhouse venue on Jan. 20. Singer Florence Welch, signed to Island, will collect her award at the Brit Awards ceremony at Earls Court on Feb. 18.

The award launched last year and focuses on new British acts, with a shortlist and winner decided by a judging panel. To be eligible, artists have to be signed to a label and set to release their debut album in 2009.

XL Recordings artist Adele won the inaugural award. The singer earned four Grammy nominations last week and her debut "19" has sold 1.2 million worldwide, according to the BPI.

Ged Doherty, chairman of the Brits Committee and Sony BMG U.K. chairman and CEO, said in a statement: "The aim of introducing this award last year was to help boost the career of a new British artist by giving them a platform to reach a wider audience. Adele clearly fulfilled all our hopes and ambitions for this award. I hope Florence and the Machine goes on to enjoy similar success."

The runners-up were synth-pop artist Little Boots and alt-rock act White Lies.

The Brit Awards will be televised live on ITV1.

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