Cher Lloyd Reveals Shocking Advice from Simon Cowell’s SYCO Label: “Get with Justin Bieber” to Boost Career
In a candid conversation on the We Need To Talk podcast, singer-rapper Cher Lloyd opened up about her challenging time at Simon Cowell’s SYCO and Epic Records. She revealed that during her time at the label, she was advised to pursue a romantic relationship with Justin Bieber to help boost the promotion of one of her albums.
Lloyd recalled walking into a meeting with the label, where she was informed that, despite millions being spent on her album, there was no promotional budget to push it further. “I walked in and said, ‘Look, I really need some cash to push this record.’ Basically, I was told no, but what I needed to do to make this record take off was to hit the clubs, find out where Bieber is, and I should go try and get with him,” Lloyd shared with podcast host Paul Brunson.
At the time, Lloyd was a teenager and in a committed relationship with her now-husband, Craig Monk. She explained how the label’s suggestion was for her to “go hook up with someone mega-famous and, basically, leech off the back of someone else’s fame.” Lloyd also recalled being warned by her team to keep the advice secret, as they feared the label would interfere with her relationship.
Reflecting on how the label treated her, Lloyd expressed her frustration: “Was I not good enough to invest in, that you would rather use me in that way? They didn’t care.”
Now an independent artist, Lloyd is ready to reintroduce herself to the UK audience. Earlier this month, she released Head Down, her first single in four years. She spoke about the freedom she now enjoys: “It feels good – no one’s controlling the narrative. I’m just me,” she said. “Being an independent artist now and having complete control over everything I do is the best for me.”
