Her records top the albums and singles charts. Her face, alternately sultry and friendly, gazes from the nation’s hoardings to advertise DKNY perfume, Rimmel make-up, Superga sneakers, Material Girl clothing, Adidas sportswear, Coca-Cola and Samsung Galaxy. She’s never out of sections of the press, as they speculate relentlessly about her “snubbing” Rihanna or Cheryl (or vice versa) in public, or her dating the drummer from Blink 182 in private.
She is starting to turn up in Hollywood movies, most recently in the Harvey Weinstein-produced Southpaw with Jake Gyllenhaal. Her appearances on The X Factor and The Voice have shown her to be an articulate and (mostly) encouraging figure in the emotional snake-pit of TV talent shows. And she’s just been made an honorary ambassador to Kosovo, her native land. And she’s still only 24.