The video for will.i.am’s #thatPOWER featuring Justin Bieber has arrived.
The song is the fourth single from the Black Eyes Peas’ founder upcoming fourth studio album #willpower, which drops on April 23.
Teased before its midnight release by Entertainment Tonight, the Black Eyed Peas’ founder described the process of shooting #thatPOWER as “probably the most time-consuming video” he’d ever been in because of its choreography.
Speaking to E.T. from Japan where most of the video was filmed, the rapper-producer added: “We have this real, next level, futuristic type of choreography. Synchronized movement. It’s not dance, it’s like synchronized movement.”
Describing #thatPOWER’s themes as “technology,” “collaboration,” “being open-minded,” “expressing yourself, “tolerance,” and “strength,” the 38-year-old said the dance moves (choreographed by Fatima and Rio), represented a futuristic “crew” traveling the earth.
Bieber co-wrote the song with will.i.am, Damien Leroy, and William Adams and plays a hologram in the 4.53 minute video.
The 19-year-old appears in the chorus to sing a life-affirming hook reminiscent of Kanye West’s 2007 hit “Stronger,” with lyrics declaring:
“And oh, I’m alive, I’m alive, I’m alive and I’m loving every second, minute, hour, bigger, better, stronger, power,” before Will.i. am kicks back in with the title repeat.
Back in mid-March, #thatPOWER premiered on the UK’s Capital FM radio when the rapper spoke to the station about his collaboration with Bieber.
“We recorded that during the BRITs [UK music awards event] and recorded [it] at Metropolis [a studio in Chiswick, London.],” he told Capital FM.
In fact, the pair went shopping first then recorded #thatPOWER at the studio before watching the UK’s Brit awards event and attending Justin Timberlake’s after-show.
Following its release on March 18, #thatPOWER debuted on Billboard’s Hot 100 at number 7 and sold 108,000 digital downloads in its first week of release.
Will.i.am’s new album will feature artists including Britney Spears, Lil Wayne, Nicole Scherzinger, Diddy, Chris Brown, Miley Cyrus, Juicy J and Skylar Grey.
Verdict on #thatPOWER? Sound off below.