Liam Gallagher has his debut solo album out on 6 October, and is deploying a bijoux marketing campaign based on musical snippets, a mysterious poster campaign, and word of mouth from key influencers.

I’m kidding. In promo interviews this week, Liam has poured nitrous into the music news cycle, and his own mythos, with an extraordinarily varied series of statements. First up, there’s the self-aggrandisement where you could see the words themselves doing the classic Liam swagger: “My head, you split that open, there’s a fucking 24 pack going on”; “I’m like Forrest Gump, but cooler-looking”.

There have been amusing disses and malapropisms: he called James Corden a “fat bloke” and a “knobhead” while mistakenly dubbing Gavin and Stacey “Kevin and Perry”, and referred to US rapper A$AP Rocky as WhatsApp Ricky (calling it “a better fucking name anyway” when corrected). Jay-Z was dismissed for his 4:44 album which rakes over his and Beyoncé’s marital strife: “That should be left to your fuckin’ psychiatric fuckin’ chair, innit? Sum it all up in one song. The whole fuckin’ record? I’m not having that.”

Bono got slagged off for trying to give Liam the “Bono chat”, where he explains the mysteries of rock stardom to young up-and-comers: “Wish I’d had an out-of-body experience instead. Not in my Top 50.” British dance-rock bands “should be ashamed of the shit they put out”; Mick Jagger was “ol’ dinosaur hips”. Even the sea has got it in the neck. “Fuck the sea. I ain’t going in that. Fuck that, mate. That ain’t meant for us. That’s meant for the sharks, and the jellyfish, tadpoles and stuff.”

The Gallagher brothers’ saga meanwhile got another airing, and is now turning into a sitcom a little like Frasier or Friends – a load of easy, satisfying gags with a long-running romantic will-they-won’t-they backdrop. Liam acknowledged: “I would prefer to be speaking about an Oasis album than a Liam solo album. And I know Noel Gallagher would. We’re better together.” And: “Me and our kid don’t speak and that’s the saddest thing about it. We’ve got to start becoming brothers and friends again.” Meanwhile, Noel is “corporate” and a “working class traitor”, and Liam would “rather fucking work in McDonald’s” than play with him at the moment.

Ultimately, the glee with which the press jumps on each of these quotes is testament to just how bland and humourless the rest of the pop and rock pack is today, whether it’s Justin Bieber’s burbling 12-step enlightenment, Katy Perry’s relentless solipsism or walking Fat Face moodboard Ed Sheeran getting prickly at people on social media. These are stars who can’t square their off-stage image with their on-stage personas, and chase a version of their authentic selves down an endless corridor. Liam however is that rare beast: a truly charismatic frontman whose id and ego get the beers in rather than squabble.

While admittedly he sometimes veers into grumpy-old-man grumbling, Liam voices the latent, panicky feeling that everything in our culture is just not very good. “Everything’s fuckin’ shit,” he told Noisey. “Even the cars. Look out there now. See these cars? They look like they took fuckin’ 20 minutes to make, like they came straight out of a Kinder Egg. Even the buildings. Everything! Even the seats on fuckin’ trains, man. They’re like ironing boards.” Cynics might say this is all just to generate noise for a new single coming out this week, but Liam remains rare and valuable: he looks aghast at how small our worlds have become and says something about it, and that will keep him in our hearts – and the news cycle – longer than most.