Mathew Whelan from Stechford, Birmingham, is covered head to toe in skin art. Even the white of one eye has been tattooed black.
But the 33-year-old has now gone one step further after receiving his first round of facial branding, a procedure which involves using an electrical surgical machine to burn and cauterise the skin.
The instrument used is similar to a pen, but uses electrical currents to burn through the flesh, instead of a a needle to inject ink beneath its surface as in traditional tattooing.
It is the same tool that dentists normally use to drill holes or surgeons to burn away cancer cells.
Human branding, also referred to as 'scarification', is the latest craze in body art.
Mr Whelan, who has legally changed his name to His Royal Majesty Body Art, King of Ink Land said he was having the procedure to 'enhance' tribal ink tattoos on his face.
'I am really inspired by the Maori tribes and I really want all of my tribal tattoos on my face branded,' he said.
'I know it is extreme but this is my way of expressing myself and my lifestyle choice. I love it.'
Lee Westwood, 40, was the tattooist who carried out the first stage of the extreme form of body modification at Birmingham Ink.
He said: 'It is very ambitious and the most challenging branding I have ever done.
'He was flinching in some places but overall he did great.'
Mr Whelan - who is known as Body Art or Bart to his friends - added: 'I know it sounds insane and painful, but getting a paper cut can hurt more intensely.
'It does stink the studio out as it’s burning flesh and there are risks involved - your body could go into shock.
'But I’ve thought long and hard about it and consulted my GP before deciding to go for it. Some people like to use a sun bed for a tan - for me body modification is just the same.'
He had his first tattoo, a British Bulldog with a blank scroll, at 16. Now more than 80 per cent of his body is now covered in illustrations.
Designs range from snakes, scorpions, and vampires to even the name of his favourite TV programme, ‘The Jeremy Kyle Show’, tattooed on the back of his head.
Mr Whelan admitted his tattoos sometimes met with disapproving glances from strangers.
He nearly died four years ago after being stabbed on his doorstop by a thug who later confessed he targeted Mr Whelan because he did not like his tattoos.
'I think it’s about educating people. Fortunately, I tend to get more of a positive reaction from people then a negative one - children are especially fascinated.
'I like to think of myself as a living, breathing piece of art.
'If someone’s rude to me I tell them I have a Where’s Wally? tattoo, which I don’t.
'The joke’s on them when they spend hours looking for it.'