American Idol judge Simon Cowell certainly knows how to get attention. Now, he’s pulling out all the stops for the upcoming U.S. launch of the British singing competition show “X Factor.”

Cowell is engaged to make up artist Mezhgan Hussainy. However, sources told CBS News the wedding will wait to coincide with the launch of “X Factor.”

“[Cowell] is the king of spin and knows that a great love story will help sell the U.S. version of ['X Factor'],” an “insider” told CBS News.