X Factor's Cher Lloyd career may be up after her latest album flopped.
The former X Factor finalist enjoyed a fairly successful debut era, like many acts from the show.
But again like many before her, she struggled to get over the second album slump.
Delays and a focus on America saw Cher's album make it into just the Top 30 of last week's chart and it's already out of the top 40.
Having shifted fewer than 10,000 copies in the past two weeks, Sorry I'm Late has a long way to go if it ever aims to beat just the first week sales of her debut Sticks + Stones.
A source told the Daily Star on Sunday newspaper today: “It’s no secret how disappointed the label are with the poor performance.
“Cher’s lead single flopped too and if she’s not making money for the label it makes no sense to keep her.”
It's a shame as the album - and lead single Sirens - are actually rather good.
But her comeback hasn't exactly been an easy ride with even The X Factor's own judges against her.
“She’s a little bit late," Louis Walsh said recently. "Nobody has been as rude as Cher Lloyd on the show. I don’t care. I am over it and I have moved on. It’s all about finding a new Cher Lloyd now.”