Matt Willis has insisted that despite winning ITV’s reality TV show I’m A Celebrity, he wants to be taken seriously as a musician.

Speaking to The Daily Star Matt said: “Preston’s got about £3million in the bank but no one takes him seriously as a musician now. I don’t want to be in the celebrity world. My day job is as a musician and after that I go home to my girlfriend, see my friends and go to the local pub.

“A lot of people ask me why I wanted to go on I’m A Celebrity when I was doing all right, but that’s precisely why I did it.

“I thought a prime-time TV show would boost my career. ITV approached me four times and in the end I didn’t think enough people were hearing my record.

“It’s not for the A-list radio. They prefer to play Snow Patrol and The Feeling. there’s no outlet for pop, so I did I’m A Celebrity.”

Matt also insisted that he won’t be cashing in on his new found fame.

“It’s been said I’ll earn £5million, but there won’t be an autobiography or an ‘at home’ shoot with my girlfriend. I don’t want to be one of those people.”