Astro-turfed or not, the ‘viral sensation’ Greyson Chance has now been signed by – yes, Ellen DeGeneres. Chance uploaded a piano cover of ‘Paparazzi’ that went ‘so viral,’ though the effort was largely engineered and bolstered by DeGeneres herself. But skip the outrage, because this 12-year-old is now getting a serious media push. “Greyson inspired me to start a record label called eleveneleven. He is my first artist and we are making a record together, how about that?” DeGeneres said.

Already billed as the next Bieber, Madonna manager Guy Oseary and Lady Gaga manager Troy Carter are also on board with the effort. Ellen indicated that other artists will be added to the eleveneleven imprint, a venture with Telepictures Productions.