PALOMA Faith left viewers confused after getting naked men to cry onstage in her latest show-stopping performance.
The singer took to the stage at The Brit's Are Coming event where nominations for the 2018 ceremony were announced.
The singer, 36, channelled original disco diva Donna Summer as she shone on stage in an eye-catching silver diamante
As the chorus hit and Paloma sung "Go on and cry, baby" the camera cut to a barrier of men surrounding the stage.
Mirroring the song's exploration of toxic masculinity, the men could be seen bursting into tears.
Referencing the crying men during a post-performance chat with host Emma Willis, Paloma joked: "I was really horrible to them all and I'm sorry to everybody who I made cry tonight."
Viewers at home were left baffled by the theatrical performance.
One wrote that they were "feeling freaked out."
Radio DJ Toby Anstis tweeted: "This is the most bizarre thing I've ever seen as a stage set, half naked men pretending to cry with @PalomaFaith on @BRITAwards on @ITV. Congrats Paloma on the nom though."
Another viewer put: "I do like Paloma Faith but I found her performance with the crying men disturbing."
One fan completely missed the point of the emotionally-charged track, writing: "Not getting the point of Paloma Faith having a load of topless men crying surrounding her."
The song included lyrics like: "A real man shows his feelings. Tears they can be healing."
Safe to say that the context was lost on several viewers.
Speaking about her nomination for Best British Female Solo artist, Paloma told Emma Willis: "Well I just found out and it was wonderful. It feels amazing to be in the music industry for that long because it's kind of a fickle industry."
Paloma added: "Especially after having a baby, sometimes you worry about going back to work. I won it before but that was pre-baby."
Insisting there was no rivalry with her fellow nominees in the category, Paloma said: "I love women so I'm happy for anybody who wins this."