Olly Murs felt like he was "singled out" after learning he was the only artist due to perform at the BRITs nomination launch who wasn't up for an award.
Olly Murs
The 32-year-old singer pulled out of his scheduled performance at the pre-show in January after his latest album '24 Hrs' had been overlooked by the voting academy, and he insists he didn't "demand" to be shortlisted.
He said: "Everyone else on the bill was nominated, so it felt wrong and that's why I didn't do it. If there were four or five not nominated it'd made sense, but I felt like I was singled out.
"I hate it that people think I thought I deserved a nomination, or was demanding one. I've been around long enough to know what it means to perform at an awards nomination event."
The 'You Don't Know Love' hitmaker felt being snubbed for a potential BRIT was "harsh" and he's "disappointed".
However, he strongly believes any other artist in his position would have also refused to perform in such circumstances.
He told the Daily Star newspaper: "It's not like it was my first TV performance, I've been nominated for loads of BRITs, so it just felt harsh. Don't let me get up there and sing. If any other artist was in that position, that had been around as long as me and had success, they'd have done the same thing.
"There's no doubt I'm not gutted not to get a nomination, it's what everyone wants because it's the biggest award in music in the UK. so I am 100 percent disappointed - but congratulations to everyone else."
The hunky pop star is said to have fallen victim to how the annual awards show has been revamped for 2017.
A source previously said: "Changes in the Brits voting academy this year means the panel is much younger than normal. That has counted against him."
Olly has been nominated for a BRIT on six previous occasions and at the time, he said he was excited by the prospect of appearing at the launch.
He revealed, too, that he was eager to win one of the gongs for the first time in his career.
He said: "I'm performing at the Brit Awards launch in January.
"I'm hoping to be nominated and pick an award up. I'd really like one.
"The fact that I'm performing at the launch means I'm doing something right."
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