Tweeters have taken to the feeds in their droves after Bannatyne opted to appear in the 'One In A Million' music video featuring a new boyband he has signed to the specially-created Bannatyne Music Limited.
When asked if his choice of name for the record label was prompted by vanity, he replied 'I am not vain. That is not true.'
'Three young lads came onto Dragons' Den,' he explains, 'I made a small investment and they asked me if I would be in the film.'
In the music video, shot for his new band, Reconnected, Bannatyne is seen in several shots, smiling and dispensing ice creams in a not-so-subtle reference to his entrepreneurial roots.
One Tweeter, @konbini, said: 'UK Dragon's Den star Duncan Bannatyne starts a boyband. I’M OUT.'
The appearance, which lasts just a few seconds, comes some years after his film debut in 2001. Bannatyne won a cameo role in a Guy Richie movie at a charity auction, 'I paid £7,000 for it,' he says. 'I'm a great supporter of charity.'