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Labrinth has revealed that Simon Cowell likes the shout out he gives the music mogul on his new single 'Earthquake'.
The rapper pays tribute to the X Factor USA judge in the Tinie Tempah-featuring song in return for signing him to his record label, Syco.
“Getting mentioned on 'Earthquake' really excited Simon," he said.
“He loves a bit of cheeky humour, and I knew that line would make Simon smile as soon as I wrote it. It makes him urban, doesn’t it?”
Labrinth, who is the only non-X Factor act signed to the label, said Simon allowed him to be as creative as he wants in the studio.
“I wouldn’t call Simon my boss, he’s more of an investor," he told the Daily Star.
“He knows that my best music comes when I’m trying to be creative, not when I’m trying to write hits. Writing hits is easy, it’s being creative and doing something different that’s really going to blow up for me.”
Meanwhile, Labrinth is due to support Tinie Tempah on his forthcoming UK arena tour.