By the time the Academy Awards rolls out the red carpet each year, most stars in the running have spent months travelling the world, attending premieres and screenings, and schmoozing with industry VIPs to promote their films and themselves.
Oscarscampaigning is a multimillion-dollar industry. While the Academy has strict rules to help ensure standout films and performances win fair and square, this year’s unexpected nomination of Andrea Riseborough in the best actress category has sparked debate about how the process works.
In the wake of the controversy, Academy president Janet Yang told Sky News campaigning rules will be revisited again following this year’s ceremony, with the “changing environment” of social media in particular to be looked at. “We are going to buckle down and look very closely at the regulations that have been with us for a while,” she said. “There are a lot of things that weren’t addressed in the current campaign regulations that we feel need to be addressed now.”
How does campaigning work?
Image: Pic: AMPAS
Campaigning can include everything from advertising to red carpets to placing actors for the right interviews, all to build the narrative that a film and its stars are Oscar-worthy. Why do film studios do it? Well, there were 301 films eligible for this year’s Oscars – they need to get their films noticed.
The Academy has strict rules around “the annual rite” of campaigning, which include limitations on the number of mailings that studios can send, and also on promotional items, lobbying and parties.
Nominees are, unsurprisingly, banned from making negative or derogatory statements about their rivals in public. Penalties for those who breach the rules can include disqualification and any existing member of the Academy (typically a previous winner) could face suspension or expulsion.
Life on the campaign trail
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Everything Everywhere star on Oscars nod
At a reception for Oscar nominees held in London in February, a few days after an Oscars luncheon in LA, The Banshees Of Inisherin stars Colin Farrell, Brendan Gleeson and Kerry Condon rubbed shoulders with fellow acting nominees including Angela Bassett, Michelle Yeoh and Ke Huy Quan, as well as industry bigwigs.
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“It’s crazy!” Condon said when asked about the work that goes on in the run-up. “It’s like a whole other skill that you have to be good at, chatting to people and getting your picture taken and all sorts of things you wouldn’t think of as an actor. And you have to get good at them fast.”
For some, this is all good fun. Take Everything Everywhere All At Once star Quan, who has made no secret of his excitement. “The audience embracing the movie the way they did is beyond anything we ever imagined,” he said. “I’m enjoying awards season very much… it’s been a wild ride.”
Image: L-R: Filmmakers Emile Sherman, Iain Canning, David Seidler, Tom Hooper and Gareth Ellis-Unwin pose with their Oscars for The King’s Speech in 2011. Pic: AP/Chris Carlson
But it can be hard work. Producer Gareth Ellis-Unwin picked up his best picture Oscar for The King’s Speech in 2011 and is now an Academy Awards (and BAFTAs) voter. “It surprised me,” he says of the campaign for the film, which lasted for more than three months. “It was like running for local office.”
In 2016, former winner Susan Sarandon spoke out against the process, likening it to the race to become US president in terms of the cost and length. Speaking on a panel at that year’s Cannes Film Festival, she called for a reform to campaign finance. “People have to be available for months and someone has to pay for that,” she said.
Twelve years on from his win, Ellis-Unwin, who is now head of film and animation at the charity Screen Skills, says things are changing.
“Now you can bring a focus to a film project or TV show and not have the same marketing spend you had 10 years ago. Our distributors joked that it cost something like $30m to market our film for the award ceremony, which is twice the budget for the film.”
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Colin Farrell: Oscars ‘icing on the cake’
Why was Riseborough’s nomination a surprise?
The British actress’s nod for her performance in To Leslie – a small indie film in which she plays an alcoholic single mother who wins the lottery – was unexpected because there had been no substantial buzz surrounding her beforehand.
And because black actresses who did have that buzz – Viola Davis, for The Woman King, and Danielle Deadwyler, for Till missed out. While Davis, Deadwyler and others seemingly played the more traditional campaign game, Riseborough’s nomination came in the wake of praise on social media from A-listers including Gwyneth Paltrow, Jennifer Aniston and Edward Norton.
There is no suggestion Riseborough herself did anything wrong. But the controversy has raised questions over what campaigning looks like in the future, and reignited debates around opportunity and racism in the film industry.
Shortly after this year’s shortlists were announced, the Academy launched a review to ensure no campaign rules were broken. After a short investigation, the organisation said it discovered “social media and outreach campaigning tactics that caused concern” surrounding To Leslie, but not to the level that Riseborough should lose her nod.
Yang told Sky News it was an “unusual situation” but that no rules were broken “based on the existing rules”.
Can voters really be swayed?
Image: Gwyneth Paltrow was named best actress and Shakespeare In Love won best film, among other awards, at the Oscars in 1999
When it comes to aggressive campaigning, industry insiders say it began with disgraced producer Harvey Weinstein; he reportedly started a whisper campaign against Steven Spielberg‘s Saving Private Ryan in 1999, when it was in the running for best picture alongside his own film Shakespeare In Love – which went on to win. The Academy has since tightened its campaigning rules.
Addressing the Riseborough controversy, Jenelle Riley, features editor for US entertainment publication Variety, says there is a “whole industry devoted to campaigning” but Academy voters will ultimately choose the films and stars they believe are worthy.
“The Academy is going to do what they want to do and they’re going to vote for what they want,” she says. “Nobody can force you to check off her name on a ballot. If people voted for her, it’s because they want to.
“Anyone who has seen To Leslie is not going to argue that she didn’t deserve to be nominated… the truth is, there’s just an embarrassment of riches. Part of me thinks they should increase the number of nominees.”
Can Riseborough win?
There could be a last-minute upset, but it seems unlikely. Not necessarily because of the campaigning investigation, but because the best actress category looked set to be a two-horse race between Cate Blanchett (Tar) and Yeoh (Everything Everywhere All At Once) even before the nominations were announced.
Image: Cate Blanchett, who has supported Riseborough, is one of the favourites to win the best actress prize. Pic: AP/Chris Pizzello
“The nomination is the win” for Riseborough, says Matthew Belloni, former editor of The Hollywood Reporter and a founding partner of digital media company Puck.
However, he says he doesn’t believe the investigation harmed her chances. “If anything, I think she picked up some votes because people didn’t like that this campaign was castigated. Members I’ve talked to thought it was ridiculous that they were potentially being punished for this,” he said.
Belloni describes the To Leslie campaign as innovative, having bypassed the traditional avenues of advertising, throwing parties and putting “the talent on a circuit of interviews and handshaking”.
Without a big budget behind them they instead built up support on social media.
Despite the Academy deciding not to take away Riseborough’s nomination, Belloni says he believes the scandal will lead to further rule changes limiting social media activity.
“I think it’s going to change things. I think we’re going to see new rules and it’s going to update the Academy code of conduct for the social media age,” she said.
You can watch the Academy Awards on Sunday 12 March from 11pm in the UK exclusively on Sky News and Sky Showcase.And for everything you need to know ahead of the ceremony, don’t miss our special Backstage podcast, available now, plus a winners special episode from Monday morning.
Kneecap rapper Liam Og O hAnnaidh told Glastonbury he is a “free man” as the Irish rap band played to a huge crowd – the biggest of their career, they said.
The trio were defiant on stage after calls from some politicians for them to be cut from the line-up.
They were greeted by cheers of support, and dozens of Palestinian flags waving in the crowd, as well as Irish flags and a few “Free Mo Chara” T-shirts.
Image: J J O Dochartaigh, aka DJ Provai. Pic: Reuters
Image: The trio drew a big crowd to the West Holts stage. Pic: Reuters
On stage, the band told fans their legal case had been stressful, but emphasised it was nothing compared with what Palestinians are going through.
Kneecap played the West Holts stage, which has a capacity of about 30,000, and the area was closed by security about 45 minutes before their set.
Image: O hAnnaidh and Naoise O Caireallain, aka Moglai Bap (right) . Pic: Reuters
Image: A reveller wears a balaclava in the colours of the Irish flag. Pic: Reuters
They started with a montage of news readers covering O hAnnaidh’s charge. “Has anybody been watching the news?” bandmate Naoise O Caireallain joked.
They also thanked Glastonbury organisers Michael Eavis and daughter Emily for not bowing to pressure to remove them from the bill.
Earlier on Saturday, the BBC confirmed they would not be live-streaming the set but said the performance is likely to be made available on-demand later.
It is understood the performance will need to be reviewed beforehand.
Image: O hAnnaidh outside Westminster Magistrates’ Court in London earlier this month. Pic: PA
Outside the court, he and bandmates Naoise O Caireallain and JJ O Dochartaigh were cheered by hundreds of supporters.
O hAnnaidh is accused of displaying a flag in support of the proscribed group Hezbollah at a gig in London last November, after video footage circulated online.
He was released on bail ahead of a second court appearance in August.
One of the band’s lawyers said they would always “defend not only their rights, but the rights of artists and people all around the world”.
Image: Supporters gathered outside the court. Pic: PA
On social media, O hAnnaidh and the band denied support for Hezbollah after the charge was announced, but the trio are unwavering in their support for Palestinians and speaking out against the war in Gaza.
But as the band were removed from other festivals, there were calls from some for them to be taken off the bill at Glastonbury, too – with Prime Minister Sir Keir Starmer saying he thought they should be axed.
Conservative Party leader Kemi Badenoch also said the BBC “should not be showing” the trio’s set in a post on social media last week.
Kneecap have the support of dozens of musicians including Massive Attack, Pulp, Primal Scream and Paul Weller, who signed an open letter in May saying there had been a “concerted attempt to censor and ultimately de-platform” the group.
Kneecap released their first single in 2017 and built a loyal fanbase in the following years.
They rose to wider prominence in 2024 following the release of their debut album and award-winning eponymous film – a fictionalised retelling of how the band came together and their fight to save the Irish language.
Pulp tried to quash the rumours, Robbie Williams was happy to fuel them – sharing a picture of a blue plaque in his name apparently slapped over a famous Glastonbury sign, before seemingly backtracking.
“30 years later…” he captioned his first social media post early on Friday morning – a reference to his headline-grabbing attendance in 1995.
This was the year Williams was famously pictured partying with Oasis‘s Liam and NoelGallagher, shunning the boyband shackles with bleached-blonde hair and a blacked-out tooth. The writing was on the wall, and the announcement of his departure from Take That came just a few weeks later.
At Glastonbury this year, is the writing quite literally on the wall for a comeback?
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Well, maybe not. A few hours after his post, Williams shared another, less cryptic message to say he would not be performing, along with his list of recommended acts to go and see – The 1975, Busta Rhymes, Charli XCX, Self Esteem and Reverend And The Makers, if you’re interested.
Is he bluffing? Double-bluffing? Who knows, but along with celeb spotting and mud, if there’s one topic of conversation that makes headlines when it comes to Glastonbury, it’s speculation about secret artists. Williams has got everybody talking.
Even before his posts, the Let Me Entertain You singer was among the artists rumoured to be performing secret sets this year, along with Pulp and Haim. Lewis Capaldi and Lorde too, with both “TBA” acts turning out to huge crowds on Friday.
Image: Liam Gallagher And Robbie Williams at Glastonbury Festival in 1995. Pic: Brian Rasic/Getty Images
In recent years, these surprise sets have turned into some of the event’s most memorable moments – think Foo Fighters as “The ChurnUps” in 2023, Pulp’s comeback in 2011, and Lady Gaga treating fans to a small performance in one of the festival’s after hours areas, Shangri-La, in 2009.
Franz Ferdinand, famous for hits including Take Me Out and Do You Want To in the mid-2000s, were the first to do it back in 2008. This was actually due to Pete Doherty’s band Babyshambles pulling out last-minute, but the approach to announcing the switch was, at the time, a novel one.
While officially, the act was “TBA”, frontman Alex Kapranos wasn’t great at keeping the secret, worried people might not turn up. He and bandmates handed out fliers, and word spread.
Image: Franz Ferdinand played the first ever big ‘secret’ set back in 2008. Pic: Yui Mok/ PA
“We played on the Park Stage and we thought, ‘nobody’s going to know we’re playing’,” Kapranos told Sky News ahead of a return performance on Friday. “It actually ended up being one of the most amazing gigs we’ve ever played, people were so up for it and going crazy.
“We weren’t keeping it secret. We were walking about like, ‘we’re playing later on, check it out’. We’re a band from Glasgow called Franz Ferdinand.”
These now not-so-secret performances have become bigger and bigger as each festival rolls around, with leaks making headlines in the run-up to the event.
Providing handy tips and hints – and often eventually confirmation, just in time for fans to be in position – is the Secret Glasto team. They have no official ties to Glastonbury, but over the years have become a reliable source of information.
The account’s founder, who now works in a team of six, spoke to us on site – incognito, of course.
“We’ve got our own sources and we can start checking things because we’ve now had enough years that we can check in with several people,” he said. “And they trust us because we are quite sensible with when we time announcements, which I think is the key thing.”
Sometimes acts themselves will confirm, they said. Their success rate for predictions is “in the low 90%” – but dragged down mainly by inexperience in their first year, which was 2014.
“It was really, really heartwarming to see him get back up,” Secret Glasto said. “There was such goodwill in the crowd and it was just magical. It’s just what secret sets should be about.”
Image: Pulp’s Jarvis Cocker performing on the Park Stage for a secret set at Glastonbury 2011. Pic: AP/ Mark Allan
On Saturday evening, a non-existent act called Patchwork have a pretty important billing just before Raye and then headliner Neil Young on the Pyramid Stage.
Pulp keyboard player Candida Doyle dampened rumours by reportedly saying in an interview earlier this month Glastonbury “weren’t interested” in booking the band.
But is this true?
“It happens a few times,” Secret Glasto said, of artists maybe telling little white lies to keep the secret for as long as possible. “They’ve got to keep the suspense somehow…
“Sources that we got for Pulp were really, really strong. It’s just so exciting for us, for the whole team. This is the most exciting secret set that Glastonbury’s ever done.”
It’s a fine balance – not spoiling the surprise but giving fans enough time to get where they want to be. When a festival is this big – home to around 200,000 people over the weekend – at a lot of stages, fans need to be in place early.
“The point is to always make sure people can get to the set if they wanted to.” But if a huge artist is going to surprise fans on a very small stage, sometimes they have to keep schtum for safety concerns over huge crowds. “Sometimes we’re like, we can’t print this.”
So, will Williams be playing? The rumour is that he could be joining his mate Rod Stewart, who is performing on the Pyramid Stage in the “legends” slot on Sunday.
“Robbie Williams entered this area without accreditation, authorisation, or alignment with prevailing taste,” according to the blue plaque in his social media tease, of his attendance in 1995. “His presence was uninvited, unofficial and ultimately inevitable.”
In his candid documentary series, and biopic Better Man, both released last year, Williams has been open about his struggles with fame and imposter syndrome, and how as an artist known for pop he craved respect from those seen as more credible at a time when indie music reigned.
Officially this year, there is no Robbie Williams on the line-up. Unofficially, who knows? But 30 years since his partying with the Gallaghers, pop music is embraced – and there would be a lot of love for the star if he did make an appearance now.
Lewis Capaldi has made an emotional comeback with a “secret” performance at Glastonbury – two years after announcing a break from the spotlight, where he struggled on stage at the festival.
After revealing his new song, Survive, earlier in the day, Capaldi took to the Pyramid Stage and surveyed the huge crowd in front of him as he launched into his 2019 hit, Before You Go.
“Glastonbury, how you doing?” was the simple introduction after the first chorus, and then came his second song, Grace.
Image: Fan support for Lewis Capaldi was clear. Pic: PA
Before the next one, the Scottish star took it all in again and told the audience: “Glastonbury, it’s so good to be back… I’m not going to say much up here today because if I do, I’ll probably start crying.”
But, he added, he wanted to thank his fans, and “finish what I couldn’t the first time round”.
Along with the headliners and the Sunday afternoon “legends slots”, secret sets from the likes of Foo Fighters, The Killers, and Radiohead have become some of the most talked-about performances at Glastonbury in recent years.
This time round, there had been much speculation about some of the big unannounced slots on the bill – in particular the TBA act scheduled to appear on the festival’s main stage, the Pyramid Stage, just before Alanis Morissette on Friday afternoon.
With various clues trailed on social media and in Glasgow, where Capaldi was born, and Castle Cary, near Glastonbury, by the time Capaldi walked on stage, it was in reality no secret to all but a few of the huge crowd that had turned out for the “surprise”.
Image: Lewis Capaldi performing on the Pyramid Stage at Glastonbury. Pic: PA
The 28-year-old acknowledged the absurdity of his set being “TBA”, describing it as the “worst kept secret” and joking: “I don’t know who’s been f*****g telling people.”
There were chants of “Oh, Lewis Capaldi!” from the crowd before he began his next songs, including Hold Me While You Wait, Bruises, Forget Me, and Someone You Loved.
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His performance was more than just a surprise set.
A few months before his last appearance at Glastonbury, again on the Pyramid Stage, in 2023, Capaldi had released the all-access documentary, How I’m Feeling Now.
It showed his rise from viral hit-maker to a star whose debut album, Divinely Uninspired To A Hellish Extent, became the biggest-selling in the UK in its year of release – and the year after, too.
No mean feat when you consider his competition – Ed Sheeran was second in 2019 and Harry Styles in 2020.
Image: Capaldi on stage at the festival in 2023. Pic: PA
Fans have always loved Capaldi not just for his talent as a singer and songwriter, but for his class-clown humour and his unfiltered, indifferent style.
But his sense of humour and anti-celebrity attitude masked struggles with his mental health and Tourette’s, which he spoke about candidly in the film.
At Glastonbury in 2023, the strain was clear.
Prior to the performance, he had cancelled several shows to rest and recover. On stage, he apologised as he prepared to belt out his hit song Someone You Loved.
“I’m going to be honest, everybody, but I’m starting to lose my voice up here, but we’re going to keep going and we’re going to go until the end,” he told the crowd.
“I just need you all to sing with me as loud as you can, if that’s okay?”
Image: Lewis Capaldi: How I’m Feeling Now. Pic: Netflix
And of course they did, the voices of tens of thousands of people carrying him through.
In a statement afterwards, the star said the sentiment had meant “the world”, before announcing a break for “the foreseeable future”.
“I used to be able to enjoy every second of shows like this, and I’d hoped three weeks away would sort me out,” he said.
“But the truth is I’m still learning to adjust to the impact of my Tourette’s and on Saturday it became obvious that I need to spend much more time getting my mental and physical health in order, so I can keep doing everything I love for a long time to come.”
In May, Capaldi performed his first show in two years – a charity gig in Edinburgh to raise funds for the Campaign Against Living Miserably (Calm), a mental health charity he has supported over the years.
For most artists, playing the Pyramid Stage at Glastonbury is a dream. Now, Capaldi has achieved it once again – this time, fans didn’t need to help him with the sing-along, but of course they joined him anyway. The love from the audience was clear.
“How far will you go to get back to the place you belong?” is one of the lines from Survive.
With this performance, Capaldi showed that this, one of the world’s most famous stages, is still that place for him.