And the effect lasts a good many years. But the public relations machine working to make the Turner Prize visible is so powerful, believes David Lee, that the shortlist naturally favours artists such as Chris Ofili, last year's winner, whose elephant dung painting of the Virgin Mary attracted the wrath of New York's mayor, Rudolph Giuliani. Those most likely to generate media coverage and, therefore, to do well in the aftermath. Bad Sex Awards, is similarly dismissive of book gongs. A book is written, a critic reviews it and people buy it mostly on the recommendation of friends.
Good books can stand on their own.
Yet even mass coverage does not guarantee post-ceremony success, and it is often the least known nominees in an awards race who will reap the most substantial benefits. In fact, since winning, M-People have more or less disappeared from view. On the other hand, last year's winners, Gomez, who were much less well known before the ceremony, launched themselves on the back of the win. When they won, people were curious and rushed out to buy the record. However, it is the fortunes of last year's Mercury winner, Talvin Singh, which most typifies the fluctuating stock of an award recipient.