Is Cruz Beckham's charity single innocent fundraising - or the expansion of Brand Beckham?

A star is born.

Forget the X Factor or any other choir that's feeling particularly competitive this year. A new festive contender has been unleashed onto the battleground for Christmas number one – and it's from none other than brand Beckham.

No, Victoria isn't getting nostalgic for her formative years as Posh Spice, she's allowed her son out there – her 11-year-old son Cruz.

The third youngest of the Beckham offspring dropped his debut track ‘If Every Day was Christmas’ on Capital FM.

Much cooing and awwing ensued as well as an abundance of “cute” tweets and predictable comparisons to Justin Bieber as Cruz sang about kissing under the mistletoe and decking the halls.

And if that wasn’t heart-warming enough, the youngster is donating all the proceeds to Global Radio's Make Some Noise – an organisation that gives a voice to small charities helping disadvantaged young people in the UK.

But surely this isn't simply a one off track from a child who wants to raise money. Isn't the umbrella of charity hiding the real issue, which is about the pre-teen Cruz being catapulted to fame?

Months before the grand unveiling Victoria posted a video of him singing A Capella to the chorus from Twista and Faith Evans’ song Hope. David followed up with another video of Cruz performing the cup song from Pitch Perfect. More recently pictures popped up of Cruz hanging out in a music studio and playing acoustic guitar.

Days before the release he launched his own Twitter account and Instagram profile which raked in more than 98,000 followers in 24 hours – but most noteworthy of all is the fact he signed with Scooter Braun.

The American music manager is the powerhouse behind Bieber’s fame and no doubt saw the same pound signs when he looked at Cruz as he did when he found a young profitable Bieber.

Braun is the man you go to for chart topping hits, mountains of cash and global pop stardom.

Cruz's single, with his adorable grin and innocent excitement, won't just raise funds for charity –it will also catapult him to fame.

Cruz is following his ‘path’ in the same way his siblings have done so. Brother Brooklyn’s CV features a repertoire of jobs including the starring role in a music video for The Vamps, fronting brands including Huawei and Pull and Bear, and photographing Burberry’s Brit fragrance campaign. Next year the 17-year-old will do a Kim Kardashian when he launches his debut picture book to give fans a “rare glimpse at the world through his eyes”.

Romeo has modelled for Burberry, and don’t forget four-year-old Harper whose artistic skills have been used to raise money for UNAIDS and Born Free Africa.

There is no denying that the Beckhams are brilliantly philanthropic, but, it seems to me at least, there is something not so charitable when you use the term 'charity' to kick start the career of your next sprog.

With the Beckhams as his parents, Cruz's stardom was about as predictable as stuffing yourself with turkey and getting too merry at Christmas. These children aren't destined for straight A's, university and a career in marketing, they're set for fame – it's all they've ever known.

If he wants to be a singer who am I, or anyone else, to stop him – just please don't let's pretend the sole goal is to help disadvantaged kids across the UK.