Simon Cowell and his fellow music bosses ae reportedly planning on transforming X Factor winner Matt Cardle, famous for his dreary love ballads on the show, into a rock and roll superstar. Cowell has joined forces with the head of the Columbia music label Mike Smith to put the plan into action.
Matt became the first ever X Factor winner earlier this year to not sign an exclusive deal with Simon's Syco record label, instead agreeing to a joint deal between Syco and Columbia.
A sneaky source, possibly not unknown to Matt's PR company, told News Of The World: "Now the show is over Matt is going down a very different path to any other X Factor winner.
"He'll have freedom to embrace his rock side and Simon is encouraging that. Matt will be at the forefront of the creative process."
The insider continued to blab: "Matt is going to be hanging out with rockstars and working with really talented musicians. This is the world that he loves."
"But we're also not trying to turn him into Liam Gallagher. X Factor is where he came from and he'll stay very accessible because that's the sort of guy he is."
Matt and his fellow finalists from last year's show are in Cardiff today for their final date of The X Factor 2011 final tour.