Hot Video Alert: Aiden Grimshaw - Is This Love

UPDATE: U.S. fans, check out the link BELOW to watch the video!

This is the video for Aiden Grimshaw's debut single, "Is This Love," which made it's official VEVO debut earlier this morning after premiering on The Guardian's website.  Directed by Charlie Robinson and Joe Alexander, the clip features Grimshaw in no more than a cameo.  He actually appears in a couple of shots, in one he's standing and staring off at camera wearing a reddish hoodie [SEE BELOW]. Grimshaw also appears in a hallway, walking towards the camera and past the video's leading man as he's passionately making out with a random blond [SEE BELOW].  I sincerely hope he doesn't become one of those camera shy artists who refuse to appear in their own music videos.  Aiden Grimshaw is too ridiculously handsome to remain behind the scenes.

The video for "Is This Love" seems to tell the story of a man spiraling out of control, possibly over the breakup of a girl.  Whatever the man is upset about, he's acting out, doing drugs, drinking heavily, having a mad revenge makeout session - you know, the usual.  In one poignant scene, the man is seen fondling a necklace or locket of some kind, presumably left behind by an ex girlfriend and the object of all his desires and now...pain.  Whatever the background story is for this video, it's pretty deep.  The actor featured predominantly throughout gives a devastatingly, heartbreaking performance.  The video serves as the perfect complement to Grimshaw's stunning debut single; the hard gritty drum & bass beats echo the anger and intensity, while Grimshaw's sensitive falsetto perfectly captures the raw emotion of it all. Gorgeous.

Written by Grimshaw himself, "Is This Love" is out June 3rd on RCA Records, the first single taken from his debut album, Misty Eye, due August 13th.  The entire album was co-written by Aiden and produced by Jarrad Rogers (Lana Del Rey, Tinchy Stryder) containing all original material.  Aiden first started breaking hearts and taking names on The X-Factor back in 2010.  His brilliant audition song, a rendition of Kanye West's "Gold Digger" went on to become one of the most watched videos on YouTube.  Following his untimely demise on X-Factor, Aiden moved home to Blackpool and started working on his music.  Grimshaw dove head first into his music, writing and recording demos for the next two years, eventually hooking up with Jarrad Rogers, whom Grimshaw calls his "musical soul mate."

Check out the stunning video for "Is This Love" BELOW (UK ONLY at the moment).

UPDATE: U.S. fans can watch the video HERE.

Check out Aiden Grimshaw on the web:

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