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.
[polldaddy poll=”6523598″]
The song itself is catchy but sounds too much like a JT from Justified days. The video is just bland, boring and lacking in imagination. Very sad, considering how much they sell. Well, i guess it keep costs low and profits high.
yup and the models are just standing there doing nothing!!!lol quite boring indeed.
Not a bad video – I think it compliments the song well – For me so far, so good!
Hey i’m just glad the look is not cheesy anymore, bring on EVOLUTION!
What a load of s*** all that auto tune and it still sounds s*** GayLS needs to come back with something better then a Justin Timbalake reject song!
Even the video looks cheap as their wardrobe, Well I guess they realised they sounded s*** so they had to bite if sime one else is style in sound but I think they are a few years to late.
The song is actually great, but the video is way too boring. They should have gone ALL out for this, given that It’s their lead single, a slightly different sound and that they’re competing with 2 other boybands in the market. They should have made a better video. I still love the song though.
WHAT IS THE WORLD COMING TO!!!
BOTH the song & video are S***! Basic ass video, no concept.
i don’t care what you all say ,the song is eargasm worthy and theyre so talented and hot and it’s almost too much to handle,Just sexgods.Happy they’re finally making the music they’ve wanted from the beginning!ANd the video is banging!
The UK Can keep this s***
thats funny.
were Jim Crow laws passed at the casting of the video. #WheresTheDiversityAt?
Do they tell y’all in the schools of the UK to have such blatant self hatred for your own race? It seems like the blacks in England are so white washed. I know that not a single soccer player – born in england dates black women.
Even they though, they have all grown up in the hood. It is some kind of law in the UK, that blacks cannot mix and have self pride and cultural identity ? That is funny, cos the Asian community stick together hardcore and rarely date out their race.
Just for intentionally deciding to cast only white models, i HOPE this songs tanks. Its so blatant it’s tragic.
I am glad to be born American. I feel sorry for little black girls growing up in 2012 UK. You got one direction, lawson, the wanted all using white models as love leads, and the ONLY black boy band ONLY using white models as love leads. What does that tell little black girls in the UK? Then you have Craig david, Taio Cruz and Tinie Tempah saying they are NOT GOING TO PUT BLACK GIRLS in their video, cos they are unattractive.
Neva dat, in America! No way would treyz songz, neyo, mindless behaviour , B2K etc put a bunch of blondes in their videos over african americans – there would be an outcry .
I heard Craid david and Taio Cruz were FORCED to put black models in their American version of their videos.
SMH at black britain, Y’all not fighting for justice out there? Y’all just gonna sit back and take that?
Proud and thankful to GOD TO BE BORN IN AMERICA – WHERE S*** LIKE THIS WILL NEVA GO DOWN IN 2012
They also do that here in the US Rappers primary like Kanye Lil wayne trey songz neyo and others all used light skined or Latinos women so it’s a globe thing really just how society is it’s a shame and should be a crime IMO
Kanye, Lil wayne etc have all have relationships with black women. Kanye was engaged to a black woman. No, they do not have a video filled with blondes. Yes, they put a lot of latinoa and light skin , BUT! Latino can be black too!
Ican name u 50 Black video vixes who have been in the videos of the men u named. Lola Luv is dark skin from Eithiopia and she has been in Videos for Kanye west etc. Brooke baile who is very dark, and now stars in BBWLA was a lead in lil wayne Lollipop.
Wale feat miguel had a dark skin leadind lady. LL cool J uses dark nicole Narain for Love u better and Fabolous used her for Baby. Don’t compare USA with JLS / craig david / tinie tempah and Taio cruz
Deal with it,
Trey songs latest video – that was top 10 in uK has a dark skin girl . Don’t act like neyo does not put black women in his videso – he had video with Gabrielle Union as the s*** lead. NEYO is married to a black woman.
JLS DO NOT DATE BLACK WOMEN OR HIRE THEM, and that is how it is in the UK. None of the soccer players date black women, In America, tons of the NBA / NFL players are with black women.
lebron, Dwaye, Caremlo anthony, chris paul, James harden was with trina, Russell westbrook, Cam newton, amare stoudamiere, dwight howard Mchael Vick, them brothers are down with black. BBW is cast of black women
UK athletes DO NOT LOOK AT BLACK WOMEN. THERE IS NOT ONE!
this is why they’ll never be s***. Only in the UK do you allow such discrimination. The same goes for how you guys sit back and let the industry there f*** over Alexandra Burke.
Do you think ANY company could do that to ANY act so obviously and get away with it. Do you think any artist could so obviously choose not to cast ethnic models without some kind of uproar. these boys better get it together if they ever want to break the us because this has really pissed me off.
Welcome to 2012 UK. They erase your cultural self identity. Now they own your ass. Mental slavery is alive and well.
I would not want to be a black person living in the UK / EUROPE. They do u dirty out there. And, no…..you will nevr have an Obama in the UK.
hmm… typical boy band song…. i mean just google kelsnetwork
and i also forgot to add that the beat is kinda dope around the chorus
LOOK AT ALL THESE OVERSEAS N****** TALKING ABOUT THE UK! WHO GAVE U THE RIGHT TO DICTATE UK POLITICS LIKE U KNOW S***???
I AM A BLACK BRIT AND BRITAIN WILL ALWAYS BE MORE FORWARD IN RACIAL ISSUES! THERE IS RACISM EVERYWHERE BUT UNTIL U EXPERIENCE IT IN A CERTQIN COUNTRY YOURSELF, JUST SHUT THE F*** UP?
YOU HAVE NEVER BEEN TO THE UK AND NEVER EXPERIENCED RACISM BUT YET U CLAIM THAT U WOULD NEVER WNA BE A BLACK GIRL IN THE UK?
GTFOH! DUMBASSES!
H** HUSH!!!!!!!!!
France and Germany are more relevant than the UK in Europe.
and you are a N***** BRIT talking bout like you actually do s***. you BRIT N****** are sell outs and how do the f*** you know they never been to the UK B****!!!! it’s not that serious so shut the f*** up and using the word n***** makes you feel any Superior you black Brits ain’t s*** sip that truth tea
i’m sorry but i just laughed at ur racist nonsense! ITS B*******! haven’t came to your mind that they prefer white girls and it has nth to do with them discriminating them at all its just when theyre lookin for girl they like white girls!BIG DEAL!I Everyone has their own preferences.And Marvin(the tall one) is married to mixed race chick so yea ……I only like black and mixed race guys so if i was to do a video i would put in it only this type of guys!But that doesn’t mean i think black guys are superrior theyre just more attractive to me.Thats all
GET THE F*** OUT OF HERE WITH THAT B******* FUCKERY IT”S RACIST POINT BLAKE
That would be a good point if the models didn’t have to go through a casting process and weren’t chosen by management. NOTHING placed in the media is done accidentally and this is very clear here.
Obviously theyre scared the urban sound of the song might be too risky so white models were picked exclusively to ‘mainstream’ them out.
It’s a crying shame.
Fair point but I just noticed that there is black or mixed race girl i’m not sure during Aston’s (the litlle cute one with skinny jeans;p) solo when he sings to her and also one with the whip so its not only white girls!About 2.33!
it’s not available in my country so I guess I won’t be able to see it