More about: James Arthur
PR expert Mark Borkowski has launched a stinging attack on embattled popstar James Arthur, claiming that he should never have been allowed to control his own Twitter account.
Talking to the BBC, Borkowski claimed that Arthur was "clearly not sophisticated enough to recognise a) the power of his brand and b) the morality of his brand". Explaining the record label's decision to keep the controversial feed live, he said "You're not going to shut down a Twitter account that has over two million followers".
In a withering account of the affair, the expert implied that Arthur's days were numbered, stating "There is a sell-by date stamped on these performers and people try and keep as much life as possible going, until the audience move off to the next shiny beast they want to surround". Ouch.
Also talking to the BBC, Arthur himself admitted that he had refused the offer of media training, explaining "What's the point in me getting up in the morning and coming in and speaking to 20 journalists and having a script in my mind? It's soul-destroying.".
Below: The 9 douchiest moments of James Arthur's career so far
More about: James Arthur