Simon Cowell and Universal boss Lucian Grainge want to sign Naughty Boy.

The 'La La La' songwriter, producer and musician - real name Shahid Khan - is at the centre of a £1 million bidding war between the music moguls who have recognised the star's ability to spot new talent.

The 29-year-old star runs his own production company called Naughty Boy Recordings and is responsible for discovering Emeli Sande, Sam Smith, and Ella Eyre.

A source told The Sun newspaper: ''Things are getting pretty heated between Simon and Lucian as they both really want to sign Naughty Boy.

''He's got serious form for discovering hot new talent and that's come to the attention of the labels.''

Naughty Boy previously revealed he doesn't want the same fame as other musicians who are in the spotlight but is hoping to ''inspire'' the younger generation.

He said: ''I'm not trying to be as famous as my music, I just want to inspire young people.''