New Zealand X Factor judges Natalia Kills and Willy Moon have been sacked for ‘bullying’ contestant Joe Irvine live on air.

Natalia Kills, a musician whose music and fashion style has been likened to Lady Gaga, accused contestant Joe Irvine of being a poor imitation of her husband, X Factor judge Willy Moon in an episode of the New Zealand talent show.

Kills called him a “laughing stock” and “artistically atrocious”, asking the contestant “Do you not have any value or respect for originality?”

Willy Moon, who is best known for one of his songs being used in an iPhone advert, then continued the abuse, saying:

“It’s like Norman Bates dressing up in his mother’s clothing. It’s just a little bit creepy. I feel like you’re gonna stitch someone’s skin to your face and kill everyone in the audience.”

Kills then continued:

“I am embarrassed to be sitting here in your presence, even having to dignify you with an answer of my opinion. You make me sick. You have no identity.”

Their comments were greeted with boos from the audience and awkward faces from the other judges.

Irvine took the comments with a brave face, telling Kills that he thought she was beautiful despite her brutal criticism.

Later, on Twitter, the contestant said:

“I love you all thank you all so much for your support its a big thing to me I really appreciate all the kindness and support”

A video clip of the bullying soon went viral online, with thousands of people calling for the two judges to be sacked.

In a statement, Mediaworks CEO, Mark Weldon said that the pair’s comments were “completely unacceptable”.

He said:

“While the judges on X Factor are expected to provide critiques of performances, we will not tolerate such destructive tirades from any of the judges.

“We no longer have confidence that Kills and Moon are the right people to perform the role of The X Factor judges, and they will leave the show, effective immediately.”