Riverdale actor calls out TikTok singer Mr Fantasy - but is it all a ruse?

Who is Mr Fantasy?

It's a question that's been asked about the flamboyant pop singer since he emerged last year.

His eccentric outfits, over-the-top manner and catchy tunes earned him viral attention, but they weren't the only thing fans showed up for.

He bears a very strong resemblance to KJ Apa, the New Zealand-born actor best-known for his starring role in huge Netflix series Riverdale.

Underneath Mr Fantasy's black, shoulder-length wig - a hairstyle that's been compared to Shrek character Lord Farquaad - it's hard to deny he and Apa share a few traits.

They have identical tattoos and similar builds, but have denied (or dodged) questions from journalists who've asked if they're the same person, even if fans have long believed they are.

But when Mr Fantasy's latest music video, starring several of Apa's former Riverdale cast mates, surfaced earlier this week it only confirmed many people's suspicions.

Apa, however, has posted a clip on Instagram accusing Mr Fantasy of stealing his identity.

So what's really going on?

Mr Fantasy debuted new single Do Me Right, along with a high-energy music video packed with cameos from various celebrities, last week.

Apa's Riverdale co-stars Camila Mendes, Lili Reinhart and Madelaine Petsch feature, as well as stars including actor Patrick Schwarzenegger, singer Sombr and YouTuber-turned pop star Alex Warren.

In his response, Apa opens by saying he wants to address "something going on for a long time".

"There was recently a music video that was released that included a bunch of people who are really close to me by a guy who's completely and utterly stolen my image," he says.

"And I think we all know who we're talking about."

He doesn't name Mr Fantasy, but suggests the person behind the music video is a "liar" and a "thief".

Apa's famous friends left apparent messages of support under his post, including his Map That Leads to You co-star Madelyn Cline, who wrote: "Identify theft is not a joke."

Patrick Schwarzenegger and actress Zoey Deutch, who also appeared in Mr Fantasy's music video, both said "sorry" to the actor in the comments.

But most of the responses from fans seemed to think they were playing along rather than offering sincere expressions of apology (Newsbeat has contacted them to ask if this was the case).

Other comments also suggested it was unlikely that Petsch, Reinhart and Mendes - long-time friends of Apa - would have agreed to work with Mr Fantasy without the actor's knowledge.

But if the goal was to bring more attention to everyone involved, it seems to have succeeded.

"If Mr Fantasy is him, I think it is genius marketing," says marketing and brands expert Allanah Micallef.

She tells Newsbeat the Mr Fantasy situation is reminiscent of the months-long conspiracy around Liverpool rapper EsDeeKid and the theory that the masked performer was actually Oscar-nominated actor Timothee Chalamet.