The BRITs are the British equivalent to the Grammy Awards and are initiating the Icon Award to honor those artists who have ascended beyond star status to a point where they are a cultural staple of British music and society. The ceremony for the Icon Award will be separate from the Brit Awards, with this year's honor being given on September 2 in central London. The ceremony will be broadcast on the ITV network later in the month. It is planned for Elton to perform some of his hits along with songs from the upcoming album, The Diving Board, as part of an intimate conversation on his career. Guest performers are also expected.
Brit Chief Executive Geoff Taylor said "The BRIT Awards has recognised many exceptional artists whose music has connected with millions of fans. A few of these artists, such as Sir Elton John, have achieved such a level of artistic creativity and originality, critical acclaim, global recognition and popular success that they deserve to be recognised as true Icons of our cultural life. With our broadcast partners ITV, our aim is to provide the ultimate tribute to these musical superheroes, which not only recognises their unique achievements but which is also spectacular entertainment."
Elton John commented "It's a tremendous honour and a real thrill for me to have my work acknowledged in this way, and I'm really looking forward to participating in what promises to be a very special occasion."