Cher Lloyd Says Label Refused to Fund Her Music—Told Her to Date Justin Bieber Instead

Cher Lloyd was just 16 years old when she auditioned for The X Factor UK in 2010. With her edgy style, bold attitude, and undeniable talent, she quickly became one of the most talked-about contestants of the season. Despite finishing in fourth place, her career took off almost instantly, landing her a record deal and a shot at international fame.

However, more than a decade later, Lloyd has revealed the darker side of her journey. Speaking on Paul C. Brunson’s podcast, We Need to Talk, she shared shocking details about the pressures she faced—not just during her time on The X Factor, but also in the music industry afterward.

“I Lost My Mind”: The Emotional Toll of Reality TV

Lloyd disclosed that the intense scrutiny and negative media portrayal she experienced during The X Factor took a severe toll on her mental health. At just 16 years old, she was already dealing with extreme public criticism, with the press painting her as the season’s “villain.”

“I lost my mind,” Lloyd admitted. “I was prescribed antidepressants at 16 just to cope.”

Despite being mentored by Cheryl Cole—who she credited for being kind to her—Lloyd felt isolated. The experience of being in the public eye at such a young age, coupled with harsh criticism, had lasting effects on her self-esteem and mental well-being.

Industry Pressures: The “Bizarre” Advice Given to a Rising Star

Lloyd also shared disturbing details about what happened after The X Factor, when she was trying to establish herself in the U.S. music scene. She recalled a meeting with executives where she asked for a promotional budget to support her album’s release. Their response shocked her.

“I was told that if I wanted my record to take off in America, I needed to hit the clubs, find out where [Justin] Bieber was, and basically try to get with him,” she said.

To make matters worse, Lloyd’s husband—who she was in a committed relationship with at the time—was standing in the same room when this advice was given. She was also told to keep her engagement a secret, as being publicly single would supposedly make her more marketable.

“Was I not good enough?” she asked, reflecting on the industry’s expectation that she leverage someone else’s fame instead of relying on her own talent.

The Lasting Effects of Reality TV’s “Villain Edit”

Lloyd also addressed how The X Factor manipulated her image, portraying her as an arrogant, difficult contestant.

“What baffles me is that they created a character, but then, after the show, expected me to be a fully-fledged, respected artist,” she said. “I had to do damage control. And still, at 31 years old, I have to do damage control.”

Her experience echoes similar accounts from other former contestants who have spoken out about the emotional toll of reality TV editing and the lack of post-show support.

Still Making Music—On Her Own Terms

Despite stepping back from the limelight, Lloyd has continued to create music. She has released new singles and performed at festivals, carving out a career on her own terms rather than bowing to industry pressures.

Her latest track, Head Down, appears to take aim at the music industry and her past struggles. In the lyrics, she sings about being “spat out” by the business and the difficulty of navigating fame at a young age.

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A Harsh Reality for Young Artists

Lloyd’s story sheds light on the exploitative nature of reality TV and the music industry’s harsh demands on young talent. Her revelations have reignited discussions about how record labels and TV shows treat aspiring artists, particularly young women.

While The X Factor launched the careers of global superstars like One Direction and Little Mix, it has also faced increasing scrutiny for the way it handled contestants. From Alexandra Burke being told to bleach her skin by trolls after winning the show to resurfaced clips of Simon Cowell body-shaming hopefuls, the show’s legacy is now being questioned more than ever.

For Lloyd, the journey has been painful but enlightening. “I’m still here, still making music,” she said, proving that despite the industry’s pressures, her passion for music remains stronger than ever.

For more insights into Lloyd’s experiences, check out her full interview on We Need to Talk with Paul C. Brunson.