Sweet Love (group)

History

Sweet Love are a girl group managed by Blair London, who was previously a member of East 17. Jasmine Hood first met London when she was 13, after her mother reached out to him about management. He turned her down, saying she was too young. Her mother kept asking every year, and eventually Hood herself started sending him videos of her singing. London then arranged a meeting with Hood and her mother, where he said he wanted to form a girl group. Hood suggested several women, including Honey Harrison Maw, who she knew from school. Maw recommended Venice Salam, and London scouted model Maya Willis after learning she could sing. Before the group had performed publicly, London was confident he could get them a support slot on S Club 7’s 2023 arena tour because he was friends with Bradley McIntosh from the band. He convinced McIntosh to book Sweet Love for two arena shows. S Club 7 watched them perform from the side of the stage and then booked them as the support act for the rest of the tour. They also opened for Hrvy. After those tours, they signed with Greenback Records, which is owned by Conor McGregor. McGregor called them the biggest girl band since the Spice Girls. Their first single, “Bad Guy,” came out in April 2025. With that release, they said they wanted to empower women through their music. They performed the song on MTV and also put out an acoustic version. In September 2025, they released a second single, “I Hate You So Much,” featuring American rapper Xzibit. Both songs had music videos, which were choreographed by Sophie Hind.