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Is Cruz Beckham the UK’s answer to Justin Bieber?

Big brothers Brooklyn and Romeo have made their mark in the showbiz world already (photographer/brand ambassador and model, respectively), and now it’s 11-year-old Cruz Beckham’s turn in the limelight.

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Victoria and David Beckham’s youngest son looks set to expand the reach of brand Beckham even further with the release of his debut single, “If Every Day Was Christmas.”

Since the first play of Cruz Beckham’s single on Capital FM Wednesday, the odds of it being the U.K.’s No. 1 Christmas single have been shortening and are currently 10/1 with a couple of bookmakers.

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Naturally, comparisons to Canadian star Justin Bieber have been drawn. Cruz has the hair, and he also has the manager — Scooter Braun, the man behind Bieber’s meteoric success. Braun has publicly defended his decision to mastermind Cruz’s fledgling pop career, tweeting, “He is an 11-year-old who wanted to make a song to help other kids.”

“I can’t stand bullies,” he later posted.

It hasn’t exactly been an easy ride for 22-year-old Bieber, who was discovered on YouTube at the age of 12. He can count reckless driving accusations; vandalism charges; a drunk-driving arrest; fights with paparazzi, fans and, um, Orlando Bloom; and racist abuse scandals among his less positive achievements.

The potential for celebrity kids to go off the rails has been used to argue against Cruz’s music career, and one of the most vocal critics was ITV’s Good Morning Britain host Piers Morgan. “It’s not his fault — he’s 11,” said Morgan. “But how did he manage to release this? It’s sickening. He should be at school, poor kid. Pimping their 11-year-old son out to the pop world is a new low.”

But for mum Victoria, Cruz’s foray into pop is perfectly natural. “He was sitting in the back of the car one day singing and I was like, ‘Wow, you can really sing!’,” she said. “We’re like a travelling circus, our family. We sing, we dance, we play football, we do fashion.”

We’re sure David and Victoria will put their son’s safety and well-being before brand Beckham. And whether you agree with Morgan or not, it’s worth remembering that all proceeds from the sale of Cruz’s single will go to the Make Some Noise charity, which supports disadvantaged children and young people across the U.K.

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