Much ado has been made about JLS‘ foray into the world of Urban. And while their latest single ‘The Hottest Girl In The World’ attempts to rebrand the group as “mature” (instead of mature cheese), the jury’s been out pending the arrival of the song’s video.
Today sees the waiting end; for the Bangladesh produced cut saw its accompanying visual unveiled moments ago.
Check it out below…
Slick, glossy, and on-brand, the clip does a solid job of selling the “new and improved JLS”. You know, one grown folk wouldn’t be side-eyed for liking.
That said, if trying to capture the Pop-Urban audience was at the top of their comeback agenda, the diversity (or lack-thereof) in the models casted was a vital misstep. Take from that what you will.
Still, an almighty stride in the right direction.
‘Hottest Girl’ arrives on October 21st, while its housing album ‘Evolution’ follows on November 5th.