Brit Awards organisers have apologised after four million TV viewers were shown the wrong video during a high profile public vote.
John Newman was one of five acts shortlisted for the best video category, which in a first for the ceremony featured a live "social media" vote to determine the winner.
But they managed to repeatedly show an entirely different video when they prompted viewers of the awards to vote on Twitter.
Newman had been in the running for his Love Me Again video, earning a place due to the promo's popularity on YouTube - but they actually broadcast the promo for his single Cheating.
He missed out to One Direction's Best Song Ever, considered to be the favourite for the prize due to the boy band's huge Twitter following.
In a joint statement, the production company Brits TV and broadcaster ITV said: "In the package, the voiceover referred to John Newman and graphics correctly referred to his video for Love Me Again, but regrettably a six-second clip of a different John Newman video was shown.
"The correct video in full was available to see via www.brits.co.uk, Twitter and all other official Brits social channels, and the Brits web address was read out during the show. Brits organisers have apologised to John Newman."
Social networking site Twitter revealed the Brits ceremony smashed all their records to become the most tweeted about TV show ever in the UK - with 2.17 million posts. A further 2 million messages were sent by music fans for the award ceremony's first Twitter live vote.
Thank you to everyone who's voting... We love you until it almost hurts in special places
The tweets won One Direction their gong for best video, which came as no surprise because of their huge social media following.The most retweeted tweet came from band member Harry Styles whose message of thanks to fans was reposted more than 130,000 times.
The show also set a new tweets-per-minute record for a UK TV show with 78,000 tweets every 60 seconds.
David Bowie was named best British male - an award he last won 30 years earlier - beating acts such as Jake Bugg and Tom Odell.Read the full story ›
One Direction said it was "absolutely amazing" to have won two Brit Awards at tonight's ceremony.
Speaking on behalf of the band after the show, Liam Payne said: "[This is] our fourth award which is absolutely incredible and we can't believe it.
"Getting nominated for the first award was amazing. Now receiving a Global Success Award here tonight - it's incredible."
Harry Styles also thanked 1D's fans after they won the Best Video gong for Best Song Ever, which was voted for by the public.
Arctic Monkeys have won the British Album Of The Year at the Brit Awards, making it the third time they have done the double at the ceremony with British Group and the best album gong.
David Bowie, who was crowned British Male Solo Artist earlier in the awards show, lost out to the band. His first album after a 10-year hiatus, The Next Day, failed to make the grade.
One Direction have been awarded the Best Video award for their song Best Song Ever.
1D became the first act to win the new award category, which was created to reflect "the growing popularity of social media" and was voted for by the public on Twitter.
David Bowie has urged Scotland to "stay with us" as he was named British Male Solo Artist at the Brit Awards.
Supermodel Kate Moss, who collected the gong on Bowie's behalf, read a statement which said: "In Japanese myth the rabbits from my old costume that Kate's wearing live on the moon.
"Kate comes from Venus and I from Mars, so that's nice. I'm completely delighted to have a Brit for being the best male, but I am, aren't I Kate? I think it's a great way to end the day.
"Thank you very, very much and Scotland - stay with us.
David Bowie has become the oldest winner of Brit Award, taking the British Male Solo Artist prize at the age of 67.