Expert says Joey Essex’s Love Island appearance is ‘disastrous’ and ‘career killing’

Joey originally went on Love Island as a fan favourite, and people loved his celebrity status that mixed up the usual group of contestants, but it seems his career may pay the price.

MailOnline asked brand and culture expert Nick Ede to give some information on Joey Essex and his future career outside the Love Island villa.

He was the perfect candidate: “Someone who has been unlucky in love, a bit of a himbo and genuinely we wanted him to do well with his hilarious phrases that made him famous.” Nick explained.

via ITV

However, Nick thinks that the appearance “backfired” on Joey, and that it exposed an “unlikeable, rude and arrogant” side.

‘The Love Islanders are upset by him, the viewers are upset by him and it’s backfired badly. I think this will be a career killer for him.” That’s pretty scathing.

“The star has now tarnished himself and his brand by being so “messy” on the show,” Nick said. “He has messed things up and the narrative he has created is not working and the show isn’t working for him.”

via ITV

He added: “We want genuine authenticity and Joey isn’t bringing that to the show and it’s making him look bad.

“He is a reality show veteran and should know all the nuances of making the best of himself and how to read situations but he’s come across as unlikeable, rude and arrogant – which wont stand him well when he’s out of the villa.

“Love Island is based on likeability and makes stars out of people we haven’t seen before.

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“Having Joey on the show may have seemed like a great idea but it’s exposed him badly and will have negative effects on his career.”

via ITV

Many fans of the show agree with the expert’s comments, with some taking to X (formerly Twitter): “Raise your hands if Joey Essex is the worst thing about this season.”

Another fan said: “Thank God he’s gone. Bringing Joey Essex on this show was easily the worst thing Love Island producers have done to this show. Never do something like this again. Especially if the person is as unlikeable as him.”

Amongst all of the scathing comments, this tweet seems to summarise the Joey Essex hate train: “This show has ruined the public perception of Joey Essex and I’m not mad about it.”

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