He is known as a hard headed music mogul, but an X Factor contestant appealed to Simon Cowell’s sweet side with a stick of Skegness rock.
Belinda Hallows performed in front of Simon and fellow judges Mel B, Cheryl Cole and Louis Walsh at auditions for the ITV show in Manchester.
Singer and entertainer Belinda, from Chapel St Leonards, sang ‘We’re Going to Ibiza’ by the Vengaboys in front of the star panel.
Before launching into the number Belinda, 39, presented Simon with the stick of rock with his name through it.
She said: “He sucked on the rock while I was singing, which was quite funny. I gave the other judges some chocolates, but he started eating them too.
“Louis joked that I should perform ‘It’s Raining Men’ by Geri Halliwell, because Mel B was on the panel. I was nervous, it was like taking a driving test.”
Friends and family joined Belinda at the audition wearing specially-made T-shirts.
Despite not getting past the audition, she is hoping to feature on TV when the show returns in August .