This is just like when Bieber chopped his fringe, when Imelda May ditched her rockabilly quiff and... erm... when Sinead O'Connor shaved her head? Well, sorta.
James Bay is known for his trademark hat and long locks, but he debuted a new look at the MTV EMAs the other night that made him look pretty unrecognisable.
We'd go as far as to say that if this guy walked past us in the street, we wouldn't have thought he was the 'Hold Back the River' singer at all. We've gotta say, it's a major improvement. Now let's just hope his dreadful music gets a similar makeover.
See below for the before and after...