Published On : February 10, 2012

JLS Unveil Much Awaited “Proud” Video

The highly anticipated new video for JLS’ charity single “Proud” has finally been released and it’s as uplifting as the ballad itself. The charming boy-band will release the single on March 19th, 2012 as part of the official Sport Relief campaign. But the best part of the release is that all of the proceeds from the sales on iTunes and the other digital retailers will be donated to charities which look out of unprivileged children. Needless to say, JLS desreves a tip of the hat for this one.

Since the new song and video are part of the Sport Relief campaign, it was only natural that a few important figures would make a guest appearance in the clip. Curious to know who they are? Well, British Olympic medal winners Rebecca Adlington, Phillips Idowu and Louis Smith are featured in the video for “Proud”.

Also in the Olympic spirit, JLS went to Wembley Stadium to shoot their new clip and the mood they set was pretty cozy and nice. Even though the shoot was on a cold day, Wembley Stadium still looked great with the lights turned on to the minimum. But wait, there is even more! The new single and video is not all that JLS are willing to do for charity. The guys have also committed to performing on two special concerts organized by Sport Relief at the O2 Arena in London, on the 24^th of  March.

The new video is directed by Ben Winston, and when asked how they felt about their new single, JLS declared that “We are so excited to be a part of Sport Relief this year. To have the official single is an absolute honour for us and we really hope that the song raises an amazing sum of money for such a fantastic cause!” And quite frankly, so do we. Well done gentleman!

Below you can check out the official music video for JLS’s “Proud”: