Kate Moss collected the award, dressed as Ziggy Stardust.
David Bowie himself was not present to accept the trophy but sent supermodel Moss instead, wearing his famous Kansai Yamamoto designed "Woodland Creatures" leotard.
After receiving the award from Noel Gallagher, she read an acceptance speech on his behalf:
"In Japanese myth, the rabbits on my old costume that Kate’s wearing actually live on the moon, Kate comes from Venus and I’m 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? Yes. I think it's a great way to end the day. Thank you very, very much and Scotland stay with us."
On a night otherwise dominated by pop, Arctic Monkeys frontman Alex Turner did attempt to fly the flag for rock 'n' roll whilst accepting the band's second award of the evening (they picked up British Group and the MasterCard British Album of The Year), but it was met with a mixed reaction.
"Thank you. That rock and roll eh? That rock and roll it just won't go away. It might hibernate from time to time, sink back into the swamp. I think the cyclical nature of the universe, demands it adheres to some of its rules, but it's always waiting around the corner to make its way back through he sludge and smash through the glass ceiling better than ever. Yeah, that rock and roll, it seems like it’s faded away sometimes, but it will never die. And there’s nothing you can do about it."
He then proceeded to declare that organisers could "invoice him for the microphone" before dropping it on the floor and leaving the stage.
The ceremony took place at London's O2 Arena and was streamed globally online for the first time on YouTube.