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Most people think of male prostitution as dangerous, degrading and exploitative work. But there are some who are attempting to reinvent it as a profession free of stigma by using all the tools of modern business, writes Mobeen Azhar. The twentysomething moved to London four years ago with dreams of modelling and celebrity.

But soon after his arrival he began working as an escort. Now he has a price list which includes hourly rates and a discount for block booking. He issues loyalty cards so customers who pay for nine "appointments" get their tenth free. Brandon's home and "work space" is in the centre of London's Soho, on the doorstep of the West End.

It's the kind of area that most Londoners can't afford to live in. But for Brandon, his monthly rental costs are an investment. Josh says his parents know what he does and he thinks they are "secretly proud of him". London is probably the most visited city in the world so there are always new clients. I've met clients visiting London and now they fly me out to their home countries for my services.

I just got back from Munich. I was seeing an arms dealer. When I work that hard, the money can be great. Brandon isn't alone in his enthusiasm. Russell Reeks runs the classified section at the gay listings magazine QX. He says London is now an international magnet for male sex workers.

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Some of them can't even speak English but they want to get their advert sorted out before anything else, even before they've found a place to stay. One of those with an advert is Tommy, from Brazil. He's still learning how to speak English but that hasn't stopped him from making money. He was escorting and told me I should try.

I've seen two clients already today and I have two more tonight. If I work all weekend I don't have to work in the week at all. I take my safety seriously. Many sex workers take their sexual health very seriously, says Michael Underwood, a nurse at a sexual health clinic. In London generally, we have seen an increase in HIV infection but that's something that isn't generally happening among escorts.

If they take their work seriously, they're not going play around with their health. The vision of prostitution as an industry riddled with disease, addiction and victimhood is something that the likes of Brandon want to overturn, but it's an image that still rings true for many escorts.