BBC Radio 1 is heading for a major shake-up to its drivetime slot in the coming weeks as the northern tones of Burnley boy Jordan North will soon be no more.
Instead, those who turn their radio dials to Radio 1 on their way home from work will be treated - or mistreated - to the noise of Made in Chelsea socialite Jamie Laing.
Those unaware of Laing's work may not see too much of a problem with one vaguely recognisable radio presenter being replaced by another slightly recognisable famous face but there's one problem in this case - Laing isn't a radio presenter.
He's a privately educated former Made in Chelsea star whose family are heirs to the lucrative McVities biscuit fortune - his great-great-grandfather created the digestive biscuit.
Laing now fronts a podcast series with his wife Sophie Habboo and he's the co-founder of the vegan confectionary brand Candy Kittens.
Meanwhile, a number of those 'Celebrity Net Worth' sites estimate Laing to be worth somewhere in the region of £8 million.
Jamie Laing: The new Radio 1 host (right) already hosts a popular podcast with his wife
GETTY
Now, to be clear, I don't feel that affluence should be an obstacle or deterrent to opportunities that should present themselves to someone normally.
And actually, I quite like Laing - he seems a funny, harmless and all-round good sport when he pops up on TV, whether it be Would I Lie to You or Celebrity Hunted or whatever else.
But appointing him to take over from North - a man whose CV includes stints at radio stations Preston FM and Capital North East in all manner of roles from researcher to cover presenter - is a big mistake by the Beeb.
And I'm not alone as soon after Aled Haydn Jones, Head of Radio 1, gushed over just how "excited" he was to have Laing on board, social media was awash with criticism of the appointment.
Much of the backlash centred around the fact that perhaps an up-and-coming presenter within the BBC's radio ranks may have been better suited for the role.
After all, imagine working your arse off for a company trying to make a name for yourself in a particular field only for a millionaire to trot into the office in a pair of Balenciagas with a CV containing no valid experience and become your superior.
It's not on. What message does this send to the abundance of untapped talent in the UK who are itching for their big break?
Laing's clearly been made aware of the furore surrounding his appointment as he took to Instagram over the weekend to share a statement that was about as empty as the "relevant skills" section on his CV.
"Guys, firstly I’m beyond excited to be joining the amazing Vick Hope on @BBCRadio1 Drivetime Show," he began. "@JordanNorth1 is a complete pro/legend. He’s left some really big shoes to fill so I’m going to do my absolute best to do him and the show justice.
"And to be working alongside the insane @VickNHope is amazing. I’ve always loved music and radio and grew up a Radio 1 fan. So to be joining the BBC Radio 1 family officially feels unreal.
"Lots of you may know I’m never happier than when in front on the mic, chatting to people, sharing stories having fun. And to continue that on Drivetime is going to be wild in the best way. I will pour everything I have into making it the best show I possibly can for the listeners who love it so much. Now, let’s go!! Radio 1 baby! Jamie x." (sic)
There you go then: all it takes to become a radio presenter on Radio 1 is to have "always loved music and radio" and "never be happier" than when listening to your own voice through a microphone.
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BBC Radio 1: Jordan North and Jamie Laing
BBC
Jones' statement does little but add salt to the wounds of up-and-coming DJs either.
In a tone-deaf statement - although it must've been hard to hear with all the Laing back-slapping - Jones said upon the Made in Chelsea star's appointment: "I’m so excited to officially welcome Jamie to the Radio 1 family. From his hugely popular BBC podcast to his appearances on the network, our young audiences have loved him.
"His infectious energy and love for music and culture will bring an exciting new element to Drivetime, I can’t wait for people to hear all of the exciting new ideas Vick and Jamie have lined up."
Turning his attention to North, Jones said: "Jordan has been an amazing presenter and a valued colleague at Radio 1, and I’m so proud of his journey with us.
"He has always connected with the Radio 1 audience through his shows and projects, as witnessed by the huge amount of money raised for Comic Relief during his rowing trip from London to Burnley."
So there you have it, with no signs of the BBC reversing its decision to award one of its most-listened-to slots to a reality TV star rather than an actual radio presenter, you can rest assured your licence fee money has been put to incredible use.
The most damning question the BBC must answer after all this is what hope is there for budding and enthusiastic disc jockeys when one of the most sought-after gigs in radio goes to a multi-millionaire reality TV star-turned-sweet maker?
