You don’t get much choice about who your parents are. For some, this means being dealt a cruel hand, enduring hardships and struggle – for others, a ridiculously privileged existence, yet still challenging in its own way. Yes, of course, we’re talking about the other royal family here – The Beckhams.
This week youngest son, Cruz, took on an unlikely new role, as the potential saviour of the nepo babies. From the age of two, when he stole the show at the Spice Girls 2008 reunion tour by breakdancing on stage, it was clear he enjoyed the limelight. He got to number seven in the iTunes chart when he was 11 with the festive single “If Every Day Was Christmas” – think Justin Bieber’s Baby, with sleigh bells. Since then, there have been social media posts of him in music studios, rumours of signings with big management companies, but no releases, no performances, nothing to buy, or buy into.
Until now. If most of us had to guess, we would probably have imagined that 20-year-old Cruz’s musical debut would be a massive extravaganza, funded by his parents, accompanied by a blitz from adoring A-listers, posting about how talented he was, all for maximum engagement.
Let’s be honest, they could have hired Wembley Stadium for him, sold more tickets than Oasis (all to themselves), and made a huge splash. Instead, Cruz’s first gig was a surprise pop-up at a pub in East London to a crowd of 100. Amy Winehouse appeared there before she was Amy Winehouse. It’s a respected, historic venue, where serious artists play. None of his famous family came. One attendee told the Daily Mail, “I would describe his style as catchy indie landfill.” I can’t work out if that’s a compliment or not, which is perhaps the point.
Watching through tears of pride was Cruz’s girlfriend, Jackie Apostel, 29. If you’re wondering about that age gap, may I refer you to the answer she gave one online commenter? They asked: “Why is a 29-year-old dating a 20-year-old, that’s just weird.”
She replied: “Because he’s kind, funny, smart, caring, driven, mature, talented, loyal, and also quite handsome,” in a message that was double-hearted by Victoria. So there.
square VICTORIA DERBYSHIRE My son's got his own radio show - but he's no 'nepo-baby'
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Jackie was similarly effusive about Cruz’s concert, posting afterwards: “Unannounced, just working on his craft, doin’ his little thing, having fun, learning, preparing, all HIS songs made by HIM played by HIM sang by HIM, absolutely smashing it, I love you.”
And to be fair, this does seem to be the case. Instead of cashing in on his family name, he’s trying to make his own by flying under the radar. Yes, onlookers are going to tip off the tabloids after his gigs, but he can’t help that. He ensured that he played to genuine music fans rather than celebrities, snarky journalists, and people hoping to catch a glimpse of David Beckham – which is what would have happened if his show had been revealed in advance.
Obviously, Cruz has the ultimate cautionary nepo-baby tale from within his own family. Currently estranged son Brooklyn has been endlessly ridiculed. He’s now a chef who just about manages to make a sandwich and burns bacon, after his illustrious career as a photographer who couldn’t get an elephant in focus. The benefit of being the younger sibling is that you learn what not to do, and providing this model is the only pursuit Brooklyn has ever been successful at.
The plight of the nepo-baby is an odd one: you are almost cursed, but nobody feels sorry for you. Strangers resent you, whether you try to follow your parents’ footsteps or not, because the perception is that you don’t have to earn your dues or start from the bottom of the ladder. Cruz appears to be making a lot of effort to prove that he’s doing both, and it’s difficult not to be impressed by his integrity.
Unless…
This is the offspring of the King and Queen of clever marketing, remember, born with the “Brand Beckham” embossed silver spoon in his mouth. Could it be that a principled, authentic, hard-working musician is simply the campaign? Brooklyn leaned into the nepo-baby image and got burned, so is swerving it Cruz’s alternative tactic? Attracting attention and publicity for being the anti-nepo baby is as unfair an advantage as attracting attention and publicity for being a nepo-baby, after all.
Either way, The Beckhams have done it again, and the fact that we can’t even figure out how demonstrates once more what masters of the craft they are. Bravo, Posh and Goldenballs, Bravo.
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