It's not very often that we agree with Lily Allen, but even we have to admit that she got it spot on when she drew parallels between James Bay and the most boring herb going.
It's only been a year since the hat-wearing singer won the Critics' Choice Award at the BRITS, but last night, he won the award for 'Best British Male'. Which speaks volumes for the depressing quality of British Male on offer, presumably. JAMES BEIGE, AMIRITE?
The guy is boring, his music is boring and even his acceptance speech was so completely devoid of personality that we started clawing our eyes out while watching it, just for something to do.
What's more, his cringeworthy 'campfire' guest slot with Justin Bieber on 'Love Yourself' was one of the worst things we've seen so far in 2016. If that was an actual campfire and those two pulled out a guitar and started singing, we'd make our excuses and go back to our tent to read.
Look! Other people agree with us, too. Here are the funniest Twitter reactions to James 'Boring' Bay at the BRITS:
Bieber and James Bay at the Brits..they've got one of those ASDA 3 quid bbq's on the go
— Shaun Keaveny (@shaunwkeaveny) February 24, 2016
Chris Martin created James Bay in a lab so he was no longer the most boring person on earth #JamesBayFacts
— Jack (@MacDeBarto) February 24, 2016
James Bay is actually a character that's recycled every year by the music industry, it's just the name and hat that changes
— Oliver Primus (@oliverprimus) February 25, 2016
What is James bay hiding under his hat?
— Seán of the dead (@silentb0b_) February 24, 2016
James Bay you're well boring
— Tom Westcott (@FreddieWestrick) February 24, 2016
James bay has got to be the most boring person ever 😩
— Anna Howarth (@annahowarth19) February 24, 2016
Fair play to James Bay for making his acceptance speech even more boring than his music. #BRITs2016
— Live4ever Media (@Live4everMedia) February 24, 2016
James Bay has the personality of a fucking stone. Shite music anaw
— Scott Woodward (@scottwoodward20) February 24, 2016
Know who's shite? James Bay. Music's like a tranquilliser dart to the brain zzzz shite pish boo
— Grant Forrest (@GrantForrest7) January 20, 2016
Oh piss off James Bay you are just a sentient yawn #BRITs
— Emily Baker (@emilybakerrrr) February 24, 2016
James Bay 'thanks to all those people who wrote my crap songs for me' #BRITs2016
— Michelle (@nightbirds29) February 24, 2016
Gawd in that bit of #thebrits we had James Bay & Justin Bieber playing, James Bay winning + James Bay is on after the break. KILL ME SOMEONE
— Shilpa Ganatra (@shilpaganatra) February 24, 2016
British Male Solo Artist: James Bay?? Just shows what a terrible year it's been for music😴😴
— Joseph Hadfield (@josephhadster) February 24, 2016