Eminem, for example, has been through more alter-egos than your average schizophrenic, arriving on the scene as the young, obnoxious ‘Slim Shady’, before settling into the roles of Eminem and Marshall Mathers. 

Following a stint in rehab for drug abuse, the world’s most (in)famous  white rapper appears to be on the verge of a return, settling this time for the brand he has become most famous for – Eminem. 

“As an artist, you wanna keep a certain mystique,” says Mathers, who came up with the idea of his ‘Slim Shady’ alter ego while he was on the toilet.

More recently, Jennifer Lopez unveiled her alter-ego ‘Lola’ - a curvy temptress with razor-cut blonde locks, blood-red lips and Christian Louboutin rocker boots – for her new single ‘Fresh Out The Oven’.  And then there’s Christina Aguilera AKA’ Xtina’; ‘Lady GaGa’ (born Stefani Joanne Angelina Germanotta); Mariah Carey’s ‘Mimi, who is, according to the singer “more the true person as opposed to the celebrity”; and, perhaps the most famous of all, the fictional Clark Kent AKA ‘Superman’- the list goes on and on. 

But what are the benefits of these A-listers giving us a new persona to consider?  In today’s world of free information and a growing list of “celebrities”, isn’t it just going to further confuse an already puzzled general public? 

Yet it is difficult to argue against the success an alter-ego appears to have for people under the media spotlight.  It’s clear that Beyonce’s business over the past year, for example, is booming thanks to the avant-garde Sasha, while the Hannah Montana franchise continues to line Miley Cyrus’ pockets alongside the billboard-topping music career she now sells under her own name. 

And then there’s Sacha Baron Cohen.  While his commercial success on the back of the likes of Ali G, Borat and Bruno, answers the money question, there is another reason behind his on-screen characters – to tackle prejudice and, like in Youth In Revolt, get away with things he couldn’t if he was himself.  

Commenting on the media frenzy that followed the 2006 release of Borat, Baron Cohen said: “I always had faith in the audience that they would realize that the Kazakhstan I created was a fictitious country and the mere purpose of it was to allow people to bring out their own prejudices,” while acknowledging that “It's always risky when you don't go down the normal route."

So while Borat and, more recently, Bruno, further highlighted why an alter-ego is a must for celebrities looking to behave differently in pursuit of commercial success, Nick Twisp’s decision to re-invent himself as Francois Dillinger in Youth In Revolt- in which he makes in an attempt to succeed where his persona had failed and win over the love of his life – may not seem so daft, especially given the success the alter-ego has had for the celebrity A-list. 

It’s a clever, funny take on a teenagers desire to re-invent himself as someone else – something that we’re sure will continue to dominate the media headlines for years to come.

Youth In Revolt is released 5th February.

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