Getty ImagesSinger Mr Fantasy went viral last year with his eccentric personality and style - but theories have been circulating about his real identityWho 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?
Getty ImagesHave I seen you somewhere before? KJ Apa (left) insists he is not Mr FantasyMr 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.
Getty ImagesApa starred in Riverdale with his main cast-mates from 2017 to 2023"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.
It was eventually put to bed when the two appeared, together, in a music video.
Micallef, 24, says there was a "mutual benefit" for both EsDeeKid, whose music got a boost from all the attention, and for Chalamet, who was promoting his film Marty Supreme at the time.
In the case of Mr Fantasy, she says, it's helped the singer to stand out.
"With the way that marketing is going now, especially with TikTok, you can scroll through hundreds of videos, it is hard to engage the audience," she says.
"The fact that this mystery is part of this is amazing.
"You never see anything go on for this long, if they are the same character I really give my props to it.
"It is a really strategic marketing ploy."
If nothing else, Micallef says, it's been amusing to watch.
"Celebrities in the comments are hilarious," she says.
"Even brands are getting involved."
So far, KJ Apa's insisting that he is not Mr Fantasy, telling Entertainment Tonight last month: "I'm a serious guy, I don't know what that guy is".
Mr Fantasy has also dodged questions when reporters have tried to ask him if he is the actor's alter-ego.
His former cast-mates aren't giving anything away, either.
Speaking last year, Lili Reinhart said she couldn't "confirm or deny the real identity of Mr Fantasy".
"It's nice that the world gets to see this side of Mr Fantasy, that has always existed, since I have known him since he was 18," she said.
Mr Fantasy has not yet responded to KJ Apa's recent video, but BBC Newsbeat's contacted him for comment on it.
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