Skiibii: The Reggie Perrin of pop

Social media deciding to inflate 'someone being a bit queasy' into 'you are with the angles now XXXRIP' isn't anything new, but I think the case of Skiibii is something of a first.

Skiibii had a blackout, and went to hospital for a check-up. The hospital thought he was fine; the internet decided he was dead.

So far, not so unusual. But part of the reason why the web was already rummaging through Skiibii's cupboards muttering "dead men don't need season tickets" was that his manager had confirmed the death.

It looks like there was an attempt to turn the death-that-wasn't into a marketing triumph. Instead, it ended badly. PR Week reports that Skiibii is trying to clear up the mess:

Speaking to Cool FM alongside Skiibii, fellow artist KCee said he blamed their manager Soso Soberekon for allowing the rumours to escalate. "My so-called manager confirmed it, I put the blame on him," said KCee, going on to say: "We are going to treat him according to his mistake, and right now as I speak he is fired."

Soberekon this morning released a statement via his Instagram page offering an "unreserved apology to everyone". He said: "With my wealth of experience in the entertainment business, I would like to state that events leading to the above misinformation through my channel was due to a breakdown in communication."

Sacking might seem a little harsh, but if you're not sure if you're representing a person or a corpse, maybe management isn't really for you.