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RICK ASTLEY is an internet star after the “Rickrolling” phenomenon took hold — and now his record label bosses are taking advantage of his cult status.

The video for his 1987 hit Never Gonna Give You Up has received more than 15million hits after that internet prank.

Web users were tricked into thinking they were visiting footage of celebs up to no good — but were in fact directed to an Astley promo.