Simon Cowell has unfurled the latest tentacle of his global money-making empire: his own brand of headphones.
X Headphones will feature heavily on the new, second season of The X Factor USA - which debuted on Fox last night and comes to ITV2 on Thursday 27 September.
Syco Entertainment, Cowell's joint venture with Sony Music Entertainment, will distribute the product in conjunction with Sony. The headphones will initially retail in the US at $299 (£185).
"I simply wanted something better than what is in the market today," Cowell said. "I've tried all of them, literally every single one. Sony and I set out to create the best headphone in the world. We are absolutely blown away by these. With the X headphones, it's like being in the recording studio when the records are made. The sound is that clear."