Justin Bieber and rapper Juicy J brought their respective star power to Maejor Ali's "Lolly" video debut today.
Directed by Matt Alonzo and produced and led by Detroit singer-producer Ali, the single hit iTunes some hours before its visual counterpart touched down.
Floating around the Internet as an audio since February, Bieber and his "Lolly" collaborators talked up the singalong R&B/hip-hop hybrid in the run-up to its release.
Last week's video preview was encored by stills of the three leads and two behind the scenes clips.
As the biggest name involved, Justin urged his over 44 million Twitter followers to back the song.
Taking to Twitter ahead of the video's arrival, the 19-year-old retweeted the iTunes link, posed more than a few queries about his whereabouts, rallied Beliebers to vote for him at the upcoming MTV European Music Awards, before teasing up "Lolly" again.
So, is the video any good?
Previously described by Rap-Up as a "trip to Candy Land," the clip is a riot of color, bold imagery, fast-paced edits, effective lollipop usage, and a lot of stop-go camera work.
Coming in at 3:44 minutes, Ali, Bieber (in full Shawty Mane mode) and Juicy J certainly look as if they had fun making the video and the tune's more than decent enough, or should that be indecent?
Dancers in the clip, including some extremely cute kids, add to the general mayhem and are used to deliver the "Lolly Dance" and bolster the hook, which is:
"She say she love my lollyShe wanna make it popShe say she love my lollyShe wanna kiss the topShe say she love my lollyShe love my lollipopShe say she love my lollyShe say she love my lolly"
Given that the lyrics on all three boys' rap verses are loaded with assorted swagger, sex, nightclub, and hype-living references, the chorus euphemism for a pretty vital part of the male anatomy cuts through the deliberately innocuous presentation. This kind of "Lolly" is the salty kind.
Reaction from fans has inevitably been positive. Now, the entertainment news literati gets to have its say. Many seem fixated on "Lolly's" sexual/risque lyrics, which does beg the question have any of them been listening or watching contemporary music for the past few decades?
What do you think of "Lolly" --- loathe, like, or love?
Add your voice below.
For full lyrics for "Lolly" click here.