These People Didn’t Know Who Tame Impala Were At The BRITs Last Night And It Made Them Really Mad

That rock’n’roll, eh? It seems like it’s faded away sometimes, but it will never die. And there’s nothing you can do about it.

Yes, after last night’s much-tweeted and much-dissected BRIT Awards extravaganza at London’s The O2, it seems appropriate now to invoke Alex Turner’s wise words from the 2014 ceremony. With new and exciting guitar music continuing to intrude on what’s typically considered to be an invite-only party for the shiniest and most re-tweetable pop acts, it seems that the BRITs have started to slowly but surely reward good artists for producing good music. What a curious concept!

This year’s worthy winners were Tame Impala, who scooped International Group for their supremely innovative mind-melter of a third album, ‘Currents’. But, rather than receiving a warm round of sportsmanly (musicmanly?) applause online, many social commentators decided to instead take to their public forum of choice to voice either their a) bemusement, b) irrational anger, or c) general displeasure that someone who doesn’t occupy much daytime radio airplay or play safe, MOR to stadiums full of yes-men had the absolute cheek to bag a BRIT award.

It’s the same treatment that’s been dished out in recent years to the likes of previous BRIT winners Arcade Fire, The Black Keys and Laura Marling, so it wasn’t a huge surprise to see Twitter users uttering a collective, dumbfounded “who?” when Kevin Parker and co. ambled up on stage to collect their award. Because, really, who are Tame Impala? And what they done with my general understanding of award ceremonies?!

There was particular astonishment in the U2 camp

https://twitter.com/OopsMeetsHi69/status/702625691754491905

This roughly translates as: “TAME IMPALA BEAT U2 OH PLEASE NOTHING AGAINST THEM But It’s U2 FUCK!!!!” A compelling case made right there.

Quick, get the U2 DVD out!

David gets it, though.

You tell ’em, Dave.