UFC legend Conor McGregor isn’t just conquering the octagon anymore — he’s now setting his sights on the music industry, and he’s betting big on his newest signees, the rising girl group Sweet Love. With Grammy dreams in their sights and a bold new debut track already making waves, Sweet Love could be McGregor’s knockout move into the world of entertainment.
Greenback Records Goes Pop
In case you missed it, McGregor launched his own record label, Greenback Records, in 2024. Initially regarded as just another venture from the fighter-turned-businessman — whose other ventures include Proper No. Twelve whiskey and Black Forge Inn — the label is now making headlines thanks to Sweet Love, a musical quartet that’s quickly becoming a viral sensation.
The group, which has already amassed over 1 million TikTok followers, recently signed with Greenback Records, and their presence in the pop music world is growing fast. Conor McGregor, never one to hold back, shared his excitement with TMZ earlier this week.
“I am proud and excited for Sweet Love — they are headed for mega stardom,” McGregor said, adding that Hollywood better get ready because the girls plan to bring home a couple Grammys next year.
Meet Sweet Love — The UK’s Next Pop Powerhouse
Hailing from the UK, Sweet Love is already drawing comparisons to the Spice Girls, both for their infectious energy and their stylish persona. The group recently sat down with the Daily Mail to discuss their meteoric rise to fame — which, according to the group, came unexpectedly fast.
“We went from barely singing in public to performing in front of thousands,” one of the members told DM. “It’s been surreal — but amazing.”
Their debut single, “Bad Guy,” officially dropped this past Friday, and it’s already generating buzz online. The empowering pop anthem explores the challenges of dating “nice guys” who turn out to be disappointments — and instead choosing to embrace the excitement of the so-called bad boys.
“We wrote ‘Bad Guy’ as a way of owning our stories,” one member said. “Sometimes the bad boy is more honest than the ‘nice guy’ — and we wanted to tell that truth through a fun, powerful song.”
From Viral Fame to Arena Tours
Sweet Love’s rapid ascent has largely been fueled by TikTok, where the group posts dance challenges, covers, and behind-the-scenes footage of their journey. Their fans — dubbed the Sweethearts — have followed their every move from bedroom rehearsals to sold-out stages.
Now, with Conor McGregor backing them and a full-length album reportedly in the works, Sweet Love is poised to break into the U.S. pop scene in a major way.
“They’ve got the talent, the presence, and the drive to make it to the top,” McGregor said. “And Greenback Records is going to make sure they get there.”
Conor McGregor’s Expanding Empire
McGregor’s move into the music industry might surprise some fans, but it’s part of a broader strategy. The Irish superstar has steadily built a lifestyle brand that includes alcohol, fashion, fitness, and now music.
Known for his bold investments and willingness to take risks, McGregor appears confident that his instincts — and Sweet Love’s undeniable charisma — will pay off in gold-plated awards.
“We’re not just aiming to make noise,” McGregor emphasized. “We’re aiming for Grammy wins. Sweet Love has what it takes, and I believe in them fully.”
Greenback Records reportedly plans to invest in music videos, international promotion, and even a U.S. tour for the group in 2025.
Will Sweet Love Hear Their Name at the Grammys?
Winning a Grammy is no easy feat — especially for new artists. But Sweet Love’s viral following, strong debut single, and high-profile endorsement from McGregor give them a fighting chance.
Music critics have already started taking notice. Early reviews of “Bad Guy” describe the song as “a bold and catchy statement,” with Billboard-style chart potential. Streaming numbers have been climbing steadily since the single’s release, with fans flooding TikTok and Instagram with their own dance takes on the song.
If Sweet Love continues on this trajectory — and drops an album with similar impact — they could land themselves a spot in the Best New Artist or Pop Vocal Group categories at next year’s Grammy Awards.
Social Media Buzz
Online reaction to McGregor’s music move has been mixed — but mostly positive. Fans of the MMA superstar are intrigued to see their favorite fighter in the role of music mogul, while pop fans are embracing Sweet Love’s arrival with enthusiasm.
“I don’t know what’s crazier — Conor McGregor starting a record label or the fact that Sweet Love actually slaps. ‘Bad Guy’ is on repeat!” one fan tweeted.
Others pointed out that McGregor’s fame could be a double-edged sword — providing Sweet Love with instant attention but also setting high expectations.
Still, McGregor’s confidence remains unshaken. He recently posted a clip of Sweet Love’s new video to his 46 million Instagram followers with the caption:
“The future of pop music is here. Sweet Love — let’s go get those Grammys.”
What’s Next for Sweet Love?
The girl group has big plans for 2025. In addition to their upcoming album, sources close to the group say they’ll be embarking on a mini European tour in the summer, followed by U.S. promotional stops in the fall.
Their management team is reportedly in talks with several major brands for endorsement deals, fashion partnerships, and appearances at key music festivals.
Greenback Records has also confirmed that more singles will follow, along with high-end music videos and exclusive content drops for their TikTok and Instagram fans.
Final Thoughts: From the Cage to the Charts
Conor McGregor’s jump from fighter to record executive might seem unexpected, but if anyone knows how to turn hype into gold, it’s him. With Sweet Love now in his corner, he’s swinging for the fences — not in the ring, but on the Billboard charts.
Only time will tell whether Sweet Love becomes the next big girl group — but if McGregor’s confidence and the group’s early momentum are any signs, the pop world better pay attention.
