Sound of 2012

So, here we are, on the 6th January 2012 and Michael Kiwanuka has been named the 'Sound of 2012'. Now I have never heard of this chap, but apparently the criteria include being a 'new' artist, and from what few bits the BBC have just played on the news, it sounds pleasant enough, soul type music. But how can we say he is the sound of 2012 when the year is only 6 days old!!!