George Shelley has admitted he's bisexual.
The Union J singer has publicly addressed his sexuality by posting a video of himself on YouTube, in which he speaks about having girlfriends and boyfriends in the past and says it "shouldn't be a big deal" whether he dates a man or a woman next.
In the emotional clip, George - who recently competed in Australian jungle-based show 'I'm A Celebrity... Get Me Out Of Here!' - said: "I've been on a personal journey and I want you to be part of that journey from now on.
"I want to start 2016 with a clean slate. I went into the jungle and it gave me a lot of time to reflect on what's important to me and what is important to me is I can be myself.
"I don't feel that I should hide anything, so ... I've been reading a lot of speculation online about whether I'm straight or gay or bi and it's all these labels.
"It's a little bit old fashioned and that's why I'm not going to label it myself.
"It's not something that I feel like I can label. I've had girlfriends that I've loved and that have been amazing periods of my life and I've also had boyfriends.
"I just want you to know that whether I decide to be with a girl next or be with a guy next it is because I love them, and it shouldn't be a big deal."
George admitted he wanted to go public with the revelation because he no longer wants to be "worried" about what someone might say if he dates a guy.
He added: "I don't want to make a big thing out of it when it happens and I don't want to be scared anymore.
"I don't want to feel that I can't be myself because I'm worried about what somebody might be saying about me.
"I've not changed, I'm still me, I'm still the same person I've always been, but like I said I'm just becoming a little less scared of being myself. And that makes me quite happy."
George's video, entitled 'Hi! I've got something to talk to you about', sparked memories of a similar YouTube clip posted by Olympic diver Tom Daley in 2013, in which he came out as bisexual.