Stars waking up to learn the shock news about the singer's death describe it is a "black day" and speak of the "loss of a hero".
His wife, model Iman, tweeted: "sometimes you will never know the true value of a moment until it becomes a memory."
Singer Marc Almond tweeted: "It's not often I truly cry at the loss of an artist but I'm devastated. He meant so much. Goodbye David Bowie and our youth. We loved you. X"
Minutes later he added: "There will never be another that comes close. It's too much . Just can't take it in. Black day!"
DJ Tony Blackburn described Bowie as an "amazing showman". He told Sky News: "He was quite unique - you never quite knew what you were going to get. He was always reinventing himself."
Actor Russell Crowe, referencing one of Bowie's better known singles which featured on covers album Pin Ups 1973, wrote: "RIP David. I loved your music. I loved you. One of the greatest performance artists to have ever lived. #sorrow"
Golden Globes host, comedian and actor Ricky Gervais, who convinced his long-time idol Bowie to star as himself - and ridicule Gervais - in an episode of 2006 sitcom Extras, wrote that he had "just lost a hero".
Fellow comedian Eddie Izzard said the 69-year-old artist would "live forever through his music"
Izzard urged every radio station around the globe to just play Bowie's music today. "I think the world owes him that," he tweeted.
Comedian Jack Dee tweeted: "So sad to hear the news about Bowie. A genius."
Singer Alison Moyet hailed Bowie as "our greatest, gone and here forever". "A world's heart breaks," she added.
Rock guitarist Joel Madden, quoting Changes, simply wrote: "Turn and face the strange."
Singer Kanye West tweeted: "David Bowie was one of my most important inspirations, so fearless, so creative, he gave us magic for a lifetime."
Actor Mark Ruffalo wrote: "Rip Father of all us freaks. Sad sad day. Love always Legendary singer David Bowie dies at 69."
Bowie biographer Mary Finnigan, who lived with the singer between April- September 1969, described him as a "kind and thoughtful person", who was very dedicated to his career.
She told Sky News: "While he lived with me, he composed a lot of music. Me and my children were witnesses to an extraordinary process, it was one song written after another which appeared after his second album."
Speaking to Sky News the associate editor of music magazine 'Q' said that Britain, Rock and Roll, and art was poorer for Bowie's death.
Paul Stokes said: "David Bowie was always contemporary, that was the great thing about him as an artist.
"Even at the beginning of his career in the 60s when people weren't taking him seriously and it took him a while to break as an artist, he was always contemporary.
"He was always someone who, despite his age and which way fashion and trends were going, he was almost perpetually contemporary. His last record was still a cutting edge record."
Former NME editor Krissi Murison told Sky News the only other musician's death she could think of which was comparable was that of John Lennon.
"For a music fan, he was everything," she said.
(c) Sky News 2016