Belle and Sebastian's Isobel Campbell: The group usually shun publicity

The award shines the spotlight on the eight-piece band, who are signed to the small London label, Jeepster. The group usually shun media publicity, choosing to appear in quirky poses when they do feature in the press.

But their brand of fragile, lyrical music has given them a growing cult following, which is sure to grow further when their 1996 debut album Tigermilk is re-released later this year.

Jeepster spokeswoman Katrina House said: "We're very pleased with the award, but as far as we're concerned it's business as usual.

"The band are in the studio recording their next album, which we're all very excited about, and it will be released later in the year."

Other acts to benefit were triple winner Robbie Williams, the Eurythmics, and Abba, whose songs were showcased in a medley.

Stevie Wonder's sales also rose - even though he only appeared to present a lifetime achievement award to the Eurythmics.

Eurythmics: Annie Lennox and Dave Stewart after collecting their Brit from Stevie Wonder

Legg added: "We have seen stores selling quite a few copies of his albums Talking Book, Innervisions and Songs In The Key of Life that haven't sold anything for weeks.

"Robbie has doubled his sales on both his albums at both our stores - and Fatboy Slim has near enough doubled his sales."

Also smiling are ITV bosses - who recorded unofficial ratings of 9.12m for the show's broadcast on Wednesday night, the highest since Carlton Television secured the rights to the Brits in 1993.

The network is hoping the official figures will take the number over 10m - despite Sky Sports showing the Premiership clash between Manchester United and Arsenal at the same time.