Once a rock star, always a rock star.

As of this morning, Russell Brand, of Forgetting Sarah Marshall and FX's Brand X fame, was set to attend Austin's South by Southwest film and music festival for the world premiere of his new documentary, Brand: A Second Coming. He was also locked as a keynote speaker, set to deliver a presentation dubbed "The Revolution Will Be Televised." But with only a few hours until the film's opening night premiere, those plans are officially out the window.

Staying true to his rebellious persona, Brand announced on his website that he would no longer be appearing on the SXSW red carpet, would not be introducing the film, and would not be making his penciled-in soapbox speech. After years of assisting filmmakers who hoped to document Brand's turbulent rise from heroin abuser to international comedy star, the outspoken filmmaker decried the finished product. It wasn't that director Ondi Timoner's Brand: A Second Coming was bad, the film just went a bit too far for his tastes, calling it "oddly intrusive and melancholy."

Read Brand's full statement below. Brand: A Second Coming is still scheduled to open SXSW 2015 Friday evening. Whether there are other rambunctious, fedora-wearing, British comedians who can fill his speaking obligations remains unclear.

Some time ago when I was a newly recovering junkie sinking my teeth into succulent transatlantic fame we were contacted by a respected filmmaker who asked if I'd like to make a documentary about happiness and I leapt, ego first into a caper that would take 7 years and as many directors to complete. Due primarily to my loopy truculence the process quickly got a bit muddled and we parted ways and I stumbled on with the project enlisting a series of different directors and producers, some of whom were dear friends, others were Oscar winners (all were good people) to do the real graft. It was chaos; we ended up in US Marine training camps, Louisiana penitentiaries, Occupy protests and backstage at MTV award shows with the world's biggest stars. Over the sprawling time period in which we'd been in production I'd transitioned from an attention-seeking missile, exploding into exhibitionism at every turn, into a man who, whilst still a show-off, was becoming disillusioned and disconnected from fame, celebrity and all it's sticky ephemera. When it was suggested that Ondi Timoner, the highly respected filmmaker who directed one of my favorite docs, "Dig!" take over the project I was relieved – as were the film's, by now understandably anxious backers. I let go of my mad ambition to direct and star in what had become a shambles and handed the reigns over to Ondi, who wanted creative control and to make a documentary about me and my transition from a relatively conventional celebrity to whatever the hell it is I am now. Ondi is a very beautiful person and a director of peerless integrity, I suppose what I didn't consider was that in letting go of the film, I was agreeing to be the subject of a biography. Posthumously this is a great honor but while you're alive, oddly intrusive and melancholy. You'd think a narcissist would like nothing more than talking about themselves and their "rags to riches", "hard luck" story but actually, it felt like, to me, my life was hard enough the first time round and going through it again was painful and sad.

I know Ondi is an artist and I'm told the film is good but for me watching it was very uncomfortable. I apologise sincerely to the organisers of sxsw for my non-attendance, especially Janet Pierson, Brian Solis and Rynda Laurel from the interactive festival who were responsible for the keynote talk that I was due to do.

Matt Patches Senior Writer Patches is a Senior Writer at Esquire.com.

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