The UK’s record labels body, The BPI, has announced Florence & the Machine as the winner of the Critics’ Choice Award at The BRIT Awards 2009 with MasterCard with Little Boots and White Lies coming in second and third place respectively in the shortlist.

Florence & the Machine will perform at The BRITs Nominations Launch at The Roundhouse on 20th January before collecting her award live on the Earl’s Court stage at The BRIT Awards 2009 with MasterCard on 18th February.

The ‘Critics Choice’ Award focuses on new British acts the critics are tipping to break through in 2009. The shortlist and winner has been chosen by a team of experts made up of the music editors of national newspapers, key music and lifestyle magazines and music websites plus the heads of music at major radio and music TV stations. The ‘Critics Choice’ Award was open to artists signed to a label who are set to release their debut albums in 2009.

Winner of last year’s Critics Choice award, ADELE, has gone on to sell 1.2million copies of her debut album ’19′, which was lauded by critics on both sides of the Atlantic.

The Chairman of the BRITS Committee Ged Doherty said, “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.”

On her BRIT win Florence & The Machine said, “Blimey a BRIT Award wowtheworldsgoneweird. Thank you so much to the critics. I’m making my album at the moment it’s sort of sounding like a choir, a harp, some metal chains and a piano all put through a car crusher, then hit with wooden planks really hard. I will see you at the awards I’ll be the one trying to get off with Katy Perry and passed out next to Leona Lewis.”