Conor Maynard is a very modern pop creation (ie he uploaded some covers onto YouTube and got signed off the back of it but really he got signed because he's got a massive management company behind him but you get the idea).
Imaginatively, this 'way in' sparked a lot of "he's the British Justin Bieber" chat.
Like Justin Bieber he has hair that's quite stylish and 'tousled' but in a "oh this? I barely do anything with it" kind of way.
After much faffing about with video content, his first proper single 'Can't Say No' came out in 2012 and was highly listenable although the lyrics were a bit silly.