When he first surfaced a couple of years ago he was just a huge clown. A joke who took himself really seriously and made out like he was some hard street man.

Since that flopped, it's like his label's giving it another go with a different take. But it's not just stopping at a remodel. He's absolutely everywhere, on adverts, chat shows, music channels galore. And now they've put semi-famous people in his videos.

Why didn't they just drop him after he failed first time round? He's horrible.