The Pet Shop Boys have said that they don't really approve of the Brit Awards, unless it's them, receiving an Outstanding Contribution Award. Chris Lowe told Q Magazine: "We don't really approve of the awards. But this one is a little different. It acknowledges the importance of pop in the world. You know, it's not all rock".
Band mate Neil Tennant expressed his surprise at the accolade: "I didn't think we'd get it. EMI phoned and said, 'If they give you this award, (a) will you accept it? And (b) will you turn up?' I was impressed that that was how they still thought of us! When we got the award for 'West End Girls' in 1987 for best single, Chris didn't turn up".