December 10, the new boy band being promoted by Simon Cowell, filmed the video for their latest track, Infinity (123), on Mallorca earlier this year. Filming took place in at the Sa Riera park, Portixol and the Villafranca road.
December 10 is seven member English/Irish boy band formed on the 2025 Netflix series, Simon Cowell: The Next Act. The band is signed to EMI Records and features members Nicolas Alves, Danny Bretherton, Josh Olliver, Hendrik Christoffersen, Seán Hayden, John Fadare, and Cruz Lee-Ojo.
In June 2024, Cowell announced auditions for his next boyband. The launch of the campaign was marked by the unveiling of a military recruitment–style billboard in London, featuring the slogan: "Simon needs you! Future megastars wanted for new boyband. No time wasters".
The auditions were open exclusively to applicants from the United Kingdom, Europe and the United States, targeting teenagers aged between 16 and 18.
Commenting on the project, Cowell stated that “Every generation deserves a megastar boyband, and I don’t think there has been one with the success of One Direction in over 14 years”.
He also noted that the music industry has increasingly focused on solo artists, adding that it often takes an external figure to assemble a successful group. Cowell emphasized the appeal of group dynamics, highlighting the enjoyment of touring internationally and performing for large audiences.