Meet the new Justin Bieber.
Victoria Beckham has issued what amounts to an open invitation to record companies around the world to place their bids to sign up her 11-year-old son, Cruz, after releasing a 15-second Instagram video of her boy singing the Twista and Faith Evans song “Hopeful.”
The boy clearly takes after his mother—who first found fame as Posh Spice in the Spice Girls, an all-girl British pop group—and has quite a pair of lungs on him.
The smiling kid has a theatrical style as well, swaying from side to side with one hand on his chest as he shows off his vocal capabilities in the short clip.
Along with the footage Victoria, 41, gushed: “Super cute Cruz!! @davidbeckham @brooklynbeckham #proudmummy X vb,' and commenters were quick to suggest that Cruz is the ‘new Justin Bieber’.
It's probably worth recalling, in this instance, that before Bieber was a byword for brattish over-entitled adolescence, he was a cute 12-year-old singing on the Internet, too.
And, if Cruz was remotely interested in a career in music, he’d be off to a serious headstart.
Just look at his older brother Brooklyn, David and Victoria’s oldest, who was recently handed the job of photographing a new campaign for Burberry.
As many commentators were quick to point out, it was Brooklyn’s truly extraordinary social media skills and celebrity connections rather than his photographic ones that actually landed him the gig. Thirty years of experience, or millions of Instagram followers? No contest.
The assignment was greeted with predictable howls of outrage from the brotherhood of professional photographers, who dismissed the move as ‘pure nepotism’ and a clever marketing stunt, and the shoot itself was streamed on Instagram and Snapchat.
It’s not hard to imagine a young Scooter Braun out there today salivating over the earning potential of the latest Beckham to come on stream.