JD Sports Dedicates Holiday Season to Championing Emerging Music Talent

Earlier this month, JD Sports teamed up with record label 777 Records to offer aspiring Dutch and Flemish artists the chance to release their own single and music video. The youth-focused talent search came as part of the sportswear retailer’s expansion across the Netherlands as it aims to bring its ongoing commitment to championing the rising stars of tomorrow to the region.

Kicking off the hunt, JD and 777 invited artists to send in videos of themselves singing their own tracks on TikTok. A selection of acts were then invited to the JD stores to perform duets with Philly Moré, Delany and other recently-signed artists on the record label. Seven finalists made their way to a live show in the heart of Amsterdam, where Spijkenisse-based rapper B3LLY was crowned champion.

As well as having the chance to produce his own studio single, B3LLY was awarded a prize fund for future music projects. He can also be seen in JD Sports “King of the Game” campaign with a star-studded cast of Kano, Central Cee, Kojey Radical and other notable artists. Check out the 2022 holiday campaign on Youtube now.

Shop the sportswear pieces worn in the live show on JD’s website now.
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