James Arthur 'not sophisticated enough' for Twitter, claims PR expert

'X Factor' winner criticised following homophobic rap lyrics fallout

PA
Photo: PA
A leading PR expert has said that James Arthur is "not sophisticated enough" for Twitter.

The comment, delivered by Mark Borkowski, comes following a number of incidents Arthur has found himself in on the social networking site in recent weeks. Rapper Micky Worthless recorded a track mocking former X Factor following his appearance on 1Xtra's Fire In The Booth. In response, Arthur laid down a diss track of his own, in which he called Worthless "fucking queer" and compared him to the Taliban.

Arthur was lambasted by Matt Lucas, Frankie Boyle and more for his lyrics, and quit Twitter on November 18. Speaking to BBC News about Arthur's predicament, Borkowski said that the singer seems unaware of his position as a role model.

"[James is] clearly not sophisticated enough to recognise a) the power of his brand and b) the morality of his brand," said Borkowski, who has worked with Eddie Izzard, Graham Norton and Joan Rivers in his career. "You're not going to shut down a Twitter account that has over two million followers," he adds. "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."

Earlier this week, former X Factor contestant Lucy Spraggan shared text messages apparently sent by Arthur following the spat over homophobic lyrics.

On November 20, Spraggan posted to Twitter a series of texts sent by Arthur, in which he questions her motives for sticking the knife in. Arthur allegedly wrote: "Lucy what are you playing at having digs at me? Is it coz you're a gay rights activist you had to say something as extreme as 'people kill themselves every day over words like queer' are you for real?"

Arthur has already apologised for his homophobic slur in a series of tweets which have since been deleted.

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