was also the first winner since 2009 to be signed not with Universal Music Group, with which all winners of Sound of... since 2010 were signed at the time of awarding - Octavian is signed with Black Butter, which is partially owned by Universal's competitor, Sony Music. Sound of 2020 The longlist for the Sound of 2020 was revealed on 12 December 2019. The acts nominated were Arlo Parks, beabadoobee, Celeste, easy life, Georgia, Inhaler, Joesef, Joy Crookes, Squid and YUNGBLUD. On 9 January 2020, Celeste was announced as the winner. Sound of 2021 The longlist for the Sound of 2021 was revealed on 7 December 2020. The acts nominated were Alfie Templeman, BERWYN, Bree Runway, Dutchavelli, girl in red, Greentea Peng, Griff, Holly Humberstone, Pa Salieu and The Lathums. On 7 January 2021, Pa Salieu was announced as the winner on Radio 1 by Annie Mac. Sound of 2022 The longlist for the Sound of 2022 was revealed on 6 December 2021. The acts nominated were Baby Queen, Central Cee, ENNY, Lola Young, Mimi Webb, PinkPantheress, Priya Ragu, Tems, Wet Leg, and Yard Act. On 6 January 2022, PinkPantheress was announced as the winner by Jack Saunders. Sound of 2023 The longlist for the Sound of 2023 was revealed on 5 December 2022. The acts nominated were Asake, Biig Piig, Cat Burns, DYLAN, FLO, Fred again.., Gabriels, Nia Archives, piri & tommy and Rachel Chinouriri. On 5 January 2023, FLO were announced as the winners by Stormzy and Jack Saunders, making them the first female group to win the award since it was first presented in 2003. Criticism It has been commented upon that the Sound of... survey, together with other polls, creates a self-fulfilling prophecy. Mainly because the BBC has a significant amount of control on who becomes a "breakthrough act", via their television and radio channels. Guardian critic Kitty Empire wrote in December 2007: "Many of us are editors commissioning, and journalists writing, our own ones-to-watch forecasts. In order not to look like idiots, we tend to tip acts with records coming out rather than some lad with a tin whistle we found on MySpace." The same issue was again raised in 2011, upon the publication of the longlist for the Sound of 2012. The Daily Telegraph's Joe Burgis wrote "the Sound of 2012 project faces criticism that it is too heavily weighted in favour of mainstream