Piers Morgan for MailOnline
08:58 EST, 7 December 2016
09:00 EST, 7 December 2016
Big news in the music world today: Cruz Beckham released a yuletide pop song, If Every Day Was Christmas.
We know this because there was a carefully planned global launch of the record.
Cruz has this week also unveiled his own Twitter and Instagram accounts, and given major media interviews.
Oh, and there’s a professionally filmed video to go with the single too.
Cruz Beckham, 11, has released a yuletide pop song, If Every Day Was Christmas. We know this because there was a carefully planned global launch of the record
Cruz managed to break into music not because of talent or training, but because his parents David and Victoria are the masterminds of Brand Beckham, ruthless and publicity-grabbing
There’s just one problem with all this: Cruz is only 11 years old and has absolutely zero proper musical training or experience.
He’s only been able to release such a high profile pop record – all in the name of ‘charity’, naturally – because his parents are David and Victoria Beckham.
Now, nobody bows to the ruthless, publicity-grabbing skills of that couple more than me.
They’re shown themselves to be the very best in the history of Planet Earth at turning their limited talents- he was a good, not great footballer, she was a very mediocre but entertaining singer – into a global brand worth hundreds of millions of dollars.
Fair play to them; they’ve sold their souls to the commercial devil so many times they’ll soon have gold horns sprouting from their shoulder blades.
A key part of their masterplan has involved cynically exploiting their family. Not a week goes by without one or all of their four children being used in some way to enhance Brand Beckham.
This wouldn’t be quite so irksome if their parents didn’t also moan about the invasion of their private lives they all have to suffer from the ghastly intrusive media.
But even by Beckham standards, pimping their 11-year-old son out to the pop world is a new low.
For what it’s worth, I’d say that Cruz sounds like most other 11-year-old boys who fancy themselves as singers: fairly squeaky and quite annoying.
If Cruz had a genius natural musical and performing talent like Michael Jackson, then fair enough. He doesn’t. He sounds like most other 11-year-old boys: fairly squeaky and annoying
But the quality of the song or his voice is irrelevant. It will be a hit purely because of his parents’ fame and the attachment to ‘charity’.
In fact, as I write this, he is already trending worldwide on Twitter.
No, my concern goes much deeper than whether Cruz can sing or not.
It goes to the harsh reality of the Beckhams’ decision to deliberately propel their little boy into ‘superstardom’ when he’s 11 years old and hasn’t had to work a single minute of his life to earn that right.
If Cruz had a genius natural musical and performing talent like Michael Jackson, then fair enough. But he doesn’t.
Of if he’d entered a talent show and won it on merit, then OK.
I judged some incredibly talented children on America’s Got Talent and Britain’s Got Talent – but many others, too, who had little real talent but very, very pushy parents.
Cruz, I fear from the evidence of this record, falls into the latter category.
( I only feel comfortable giving this critical assessment because his parents have invited the whole world to now judge his ability)
In fact, the only thing he’s had to win is the lottery of life in being born to two world famous parents.
The only thing Cruz won is the lottery of life in being born to two world famous, pushy parents
Now they’ve used that fame to let their boy circumnavigate any normal route to being a pop star, and given him the protective umbrella of a charity to do it.
This morning, Cruz’s singing debut was met with equal doses of praise and abuse on social media.
The volume of both will only increase over the next few weeks and it can be a deeply unsettling experience for adults let alone kids.
Just ask Justin Bieber, whose story should act as a massive warning sign to Cruz Beckham.
The Canadian singer was around the same age when he was spotted on YouTube by a US talent manager named Scooter Braun, whose brain instantly screamed ‘KER-CHING!’
Young Justin, like Cruz, had an OK voice but more importantly, he was adorably good-looking and insanely cute.
Braun knew he could sell that package.
First, he contacted Bieber’s mother at their Canadian home and persuaded her to bring her son to Atlanta for a ‘trial period’.
Then he persuaded them both to move to United States, where he quickly moved to have him backed by Usher and Justin Timberlake, and signed to Usher’s mentor LA Reid’s record label, Island Def Jam.
Under the terms of the agreement, all profits from Bieber’s records, concerts and merchandise would be split 50/50 between Def Jam and a new company Braun and Usher formed, Raymond-Braun Media Group.
It was a very smart, astonishingly lucrative piece of business by Braun, who continues to eat a large slice of the Bieber financial pie, a pie that’s generated hundreds of millions of dollars.
Braun brought Justin Bieber massive success, global fame, endless pretty girls and more money than he could ever possibly spend.
But at what cost to Bieber himself?
As Cruz Beckham makes his bid for similar fame, it’s worth pondering that question for a moment.
Bieber was fine for the first few years, despite missing out on almost all the normal things a teenager might do.
Justin Bieber, signed by Scooter Braun (pictured together last year) at about the same age as Cruz is now, should serve as a warning. Like Cruz, Bieber had an OK voice but more importantly, he was insanely cute. Braun knew he could sell that – and Bieber went off the rails for a few years after all the early money and fame
Then, his life began to career off the rails in spectacular drink-and-drug fuelled fashion.
Over a two year period, he was accused of reckless driving, charged with vandalism, convicted of wrecking a neighbour’s house with eggs, arrested for drunk-driving, exposed for vile racist abuse, and then arrested again for fighting with the driver of another car after a traffic collision.
More recently, he’s brawled with paparazzi, paraded naked in public, got into social media slanging matches with ex girlfriends and made a series of arrogant, foul-mouthed outbursts against supposedly ‘obnoxious’ fans for disrespecting him at concerts.
As a result of all this, a petition (so far unsuccessful) has been signed by 270,000 Americans to have him deported.
It all beggars the question: what the hell was his manager doing while all this mayhem was going on?
The one constant presence in Justin Bieber’s life (his relationship with his parents has been tempestuous) during the past decade has been Scooter Braun.
A man whose slick sales patter made Justin give up any chance of a normal childhood to become his money-making machine.
A man who assured Justin’s parents he’d take care of the little guy.
A man who Justin even referred to as a surrogate parent.
Yet a man who has demonstrably allowed his young charge to develop into a deeply troubled human being.
Why is he relevant to Cruz Beckham?
Well, this morning I tweeted my dismay over Beckham Junior’s new pop career.
After Scooter lashed out at me over my criticisms of Cruz – I was hardly surprised to discover Scooter was now representing young Beckham as well
Within minutes, Scooter Braun responded: ‘He is an 11 year old who wanted to make a song to help other kids. Once again, Piers shows why he is a jackass.’
Why would Justin Bieber’s manager be so exercised by my tweet about Cruz Beckham?
A quick check of Cruz’s Twitter account confirmed my suspicions.
He is also being represented by Scooter Braun.
Scooter thinks he’s found his next Justin and his brain’s screaming ‘KER-CHING!’ again.
In David and Victoria Beckham, he’s found two parents just as skilled as him at exploiting children.
They’ll all make a ton of money, Brand Beckham will soar ever higher – but at what cost to poor little Cruz?