Jessie J told to hide 'career damaging' sexuality

According to unauthorised biography Who's Laughing Now: The Jessie J Story, record bosses told Jessie J to hide her potentially "career-damaging" sexuality in order to make her more appealing to fans.

Author Chloe Govan claims that The Voice UK coach was advised to reveal to fans she was bisexual rather than gay, as it is considered "trendy".

In the book Govan writes: "Jessie might have been with boys in the past - but she is 100 percent gay. Jessie was openly lesbian and didn't hide it."

"She was advised not to come out though. Certain people thought being bi was trendy, exotic and a fashion statement. It would increase her allure."

The reports come as Jessie J's popularity is at an all-time high, with her position as a coach on BBC's The Voice cementing her value in the music industry.

In the tell-all book, Govan claims record bosses thought Jessie's sexuality would "alienate" people.

"There are so many homophobes and there were fears of a career-damaging backlash."

The Who You Are singer told journalists last year, "I've never denied it. Whoopie doo guys, yes, I've dated girls and I've dated boys - get over it."

She added: "If I meet someone and I like them, I don't care if they're a boy or a girl."

Speaking to The Mirror last year, Jessie J said: "My mum and dad have known for years and were super cool, my sisters made jokes about it because they were married with kids and I was the rebellious one. I had a girlfriend and tattoos, I was like... hardcore!"

Govan's literary agency claims the book is an "insight into [Jessie's] her early life" and "a tale of raw ambition and tenacity against a backdrop of chronic illness, relentless bullying and a string of failed record deals and ill-fated lesbian love affairs."