LOOK, IF YOU don’t put yourself out there, how will people know you’ve just released a new album? That’s the lesson we’ve learned from the singer Fergie tonight.

Birdie Thompson / PA Wire Birdie Thompson / PA Wire / PA Wire

Earlier this week, actor Armie Hammer was tasked with honouring the film director and fashion designer Tom Ford at a glitzy charity gala in Los Angeles.

He began what sounded like a very lovely speech about Ford when Fergie, who was in high spirits, tapped him on the shoulder and took the mic.

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After a long, rambling monologue in which she pretended to be Hammer, made a joke about Ford not being there (he was) and expressed her dismay at not having any Tom Ford makeup in her bag, she decided to get in a bit of album promo. By singing one of the songs. Acapella.

Here’s the clip, if you can handle the second-hand embarrassment:

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If you can’t bring yourself to watch, and we completely empathise with this decision, here’s what she said:

So, this is unexpected, and in typical Tom Ford style, I think he would love that - if he was here. But, uh, Tom Ford is here. He’s here on this bag. He’s here on this amazing T-shirt, mock-style, long-sleeve shirt and fabulous skirt and pumps. But, he’s also here as a person… I was really embarrassed that I didn’t have Tom Ford makeup in my bag, by the way…

This is not a shameless promotion; I have a lot of shame. Uh, I have a new song called A Little Work, and I have a version that has alternate verses. And so, shamelessly – no! With shame! – I promote the Target version that has these bonus tracks with the alt verses. Because honestly, just sitting there with you tonight, Tom Ford – purse-bag man, the myth, the legend – it made me think of that. *begins to sing*

Poor Armie, to his credit, swayed and smiled in the background, then got right back his speech once Fergie had vacated the stage.

A guest told E! News that the singer jumped on stage again later on at the event, and tried to lead the rest of the attendees in a sing-song of her new single.

Fergie and Ford on the red carpet Hahn Lionel / ABACA Hahn Lionel / ABACA / ABACA

“Get it on iTunes! I wasn’t even planned to speak tonight, but I guess I can’t stand it when everyone else is up here singing,” she reportedly said.

We’ll have to give you an A+ for enthusiasm, Fergie Ferg. Get that promo.

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