The British singer's latest track is part of a fan-fueled confidence campaign called "The Open Mic Project."
With a Fifty Shades Freed collaboration with Liam Payne making its way up the Billboard Hot 100, a sold-out spring tour in her home country, and her first globally released album coming later this year, Rita Ora has a lot to be proud of as 2018 kicks off. But first, she’s helping her fans take pride in themselves with a new campaign and a new song.
Ora is the face of Absolut’s recently launched The Open Mic Project, which looks to “unite the voices of change-makers and fearless fans” by advocating open conversation through stories of acceptance. The fan-submitted stories are archived on the project’s official website, but are also now exemplified in Ora’s latest song, “Proud.”
“I felt like it was an obvious but amazing word,” Ora tells Billboard of the song’s simple title. “I definitely got inspired by every single person’s story, and I tried to blend it together -- the journey and the struggle of [getting] the win at the end.”