2012 (It Ain't the End)

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"2012 (It Ain't the End)"
Single by Jay Sean featuring Nicki Minaj
from the album Hit the Lights
Released 3 August 2010
(Release history)
Format Digital download
Recorded 2010[1]
Genre R&B, dance-pop, synthpop[2]
Length 3:41
3:19 (without rap)
Label Cash Money/Republic
Writer(s) Kamaljeet Singh Jhooti, Onika Maraj, J-Remy, Bobby Bass, Jared Cotter, J. Perkins
Producer(s) J-Remy & Bobbybass
Jay Sean chronology
"Each Tear"
(2010)
"2012 (It Ain't the End)"
(2010)
"Hit the Lights"
(2011)
Nicki Minaj chronology
"Bottoms Up"
(2010)
2012 (It Ain't the End)"
(2010)
"Letting Go (Dutty Love)"
(2010)

"2012 (It Ain't the End)" is a song by British recording artist, Jay Sean, taken from the compilation album, Hit the Lights. It features Trinadian-American rapper and labelmate Nicki Minaj, and is the album's lead single. The song was produced by OFM production team J-Remy and Bobby Bass. It was released to US radio stations and as a digital download to iTunes on 3 August 2010.[3]

Critical reception[edit]

Bill Lamb from About.com gave to the single 4 stars (out of 5) and enjoying "The powerful vocal kickoff", "Expansive world party atmosphere" and "Nicki Minaj on guest raps". He also felt that the song was too close from "Down" and concluded that: ""2012 (It Ain't the End)" feels like a wise move for Jay Sean capitalising on the party success of his two prior hits "Down" and "Do You Remember" while moving into an even more expansive sound".[4] Robert Copsey from Digital Spy gave an average review for the song, rating the song with 3 stars (out of 5), saying that: "'2012' finds him recreating the USA-slaying synthpop/R&B sound of his breakthrough – and there's no denying it's catchy as an October cold. Of course, no one expects lyrical innovation from a song about partying, but lines like "We gonna party like it's 2012" and "Party like it's the end of the world" are so timeworn that even Nicki Minaj struggles to breathe fresh life into it".[5]

Chart performance[edit]

"2012 (It Aint the End)" debuted at number 50 on the Billboard Hot 100 for the chart week of 13 August 2010, later peaking at number 31. It has also peaked at number 34 on the US Pop Songs chart. On the Canadian Hot 100 chart the single debuted at 92 and climbed to a peak of 23, and a few weeks later fell of the chart. It has yet to re-enter.[6] It debuted at number 40 on the ARIA Charts for the chart week of 26 August 2010.[7] The song debut at number nine on the UK Singles Chart, on the issue of 24 October 2010.[8]

Track listing[edit]

Digital Download
No. Title Length
1. "2012 (It Ain't the End)" (featuring Nicki Minaj) 3:42
UK iTunes Remixes EP Digital Download
No. Title Length
1. "2012 (It Ain't the End) [WestFunk & Steve Smart Radio Edit]" (featuring Nicki Minaj) 3:45
2. "2012 (It Ain't the End) [WestFunk & Steve Smart Club Remix]" (featuring Nicki Minaj) 7:26
3. "Your Love" (featuring Nicki Minaj) 3:33

Music video[edit]

The music video for "2012 (It Ain't the End)" was shot in Los Angeles on 19 July 2010, with Nicki Minaj. The video is set to lots of flashing lights and a typical hip-hop club scene environment. But in post-production, Sean says the music video's director Erik White will be zooming out to show parties in three cities around the world. "There's all these wonderful ideas the director Erik White has been telling me [about]." 'They are gonna zoom out, and it's gonna zoom into Tokyo! And the world is gonna spin around!' And I'm like, 'Really? That's amazing!' So for me, I'm looking forward to seeing those effects." "The concept of the video is basically all about throwing the biggest party, celebrating life. It's basically going around the world, from London to Tokyo to New York, seeing people celebrating good times."[9] The video should have a premiered on 8 August 2010 on MTV,[10] however the same day Sean confirmed on Twitter that the premiere has been rescheduled.[11] The video leaked on 14 August 2010, but Jay Sean confirmed that the leaked version of the video wasn't the final version.[12]

The video features a cameo appearance from former Spice Girl Melanie Brown, Cash Money Records CEO Birdman, writer Jared Cotter, producers J-Remy and Bobby Bass, and Thara. On 24 August 2010 was the final version of the video was released to VEVO. The prelude and the music video of his song "Break Your Back" can be heard and seen in the end of the music video, but the full version is yet to be released.[13]

The video won Best Video in the 2011 UK Asian Music Awards.[14]

Charts[edit]

Chart (2010) Peak
position
Australia (ARIA)[7] 40
Belgium (Ultratip Flanders)[15] 22
Canada (Canadian Hot 100)[16] 23
Ireland (IRMA)[17] 44
New Zealand (Recorded Music NZ)[18] 9
Scotland (Official Charts Company)[19] 8
UK Asian Chart (The Official Charts Company)[20] 1
UK Singles (Official Charts Company)[21] 9
US Billboard Hot 100[22] 31
US Mainstream Top 40 (Billboard)[23] 20

Certifications[edit]

Country Provider Certifications
(sales thresholds)
New Zealand RIANZ Gold[24]

Release history[edit]

Country Date Format Label
United States 3 August 2010 Mainstream radio[25] Cash Money Records, Universal Republic
Digital download[26]
Canada[27]
United Kingdom[28] 24 October 2010 Jayded, 2Point9 Records

References[edit]

  1. ^ "Jay Sean ft. Nicki Minaj – 2012 (It Ain't The End)". DJBooth. July 25, 2010. Retrieved June 3, 2012. 
  2. ^ Smith, Grady (July 14, 2010). "Jay Sean's new single '2012': A late-summer anthem?". Entertainment Weekly. Retrieved July 22, 2010. 
  3. ^ 2012 (It Ain't the End) feat. Nicki Minaj – Single by Jay Sean on iTunes
  4. ^ 2012 Review by About.com Retrieved 12 October 2010
  5. ^ 2012 Review by Digital Spy Digital Spy Retrieved 22 October 2010
  6. ^ Jay Sean Music News & Info | Billboard.com
  7. ^ a b "Australian-charts.com – Jay Sean feat. Nicki Minaj – 2012 (It Ain't the End)". ARIA Top 50 Singles.
  8. ^ The UK Singles Charts, week of October 24 Digital Spy Retrieved 24 October 2010
  9. ^ JaySeanVideos. "Jay Sean – 2012 Feat. Nicki Minaj (Behind The Scenes)". Youtube. Archived from the original on 3 August 2010. Retrieved 31 July 2010. 
  10. ^ Bhansali, Akshay (22 July 2010). "Jay Sean, Nicki Minaj Shine In Exclusive '2012' Video Preview". MTV. Archived from the original on 24 July 2010. Retrieved 22 July 2010. 
  11. ^ Twitter (Update) / Jay Sean
  12. ^ "Twitter / Jay Sean: thanx4all ur amazing comme". Twitter. 14 August 2010. Retrieved 26 February 2011. 
  13. ^ Jay Sean – 2012 (It Ain't The End) ft. Nicki Minaj on YouTube
  14. ^ Jas Sembhi (10 March 2011). "2011 UK Asian Music Awards Winners". desiblitz.com. Retrieved 13 March 2011. 
  15. ^ "Ultratop.be – Jay Sean feat. Nicki Minaj – 2012 (It Ain't the End)" (in Dutch). Ultratip. Retrieved 3 November 2010.
  16. ^ "Jay Sean Album & Song Chart History" Canadian Hot 100 for Jay Sean.
  17. ^ "Chart Track". Irish Singles Chart.
  18. ^ "Charts.org.nz – Jay Sean feat. Nicki Minaj – 2012 (It Ain't the End)". Top 40 Singles.
  19. ^ "Archive Chart". Scottish Singles Top 40.
  20. ^ "Archive Chart". Theofficialcharts.com. 30 October 2010. Retrieved 26 February 2011. 
  21. ^ "October 2010/ Archive Chart" UK Singles Chart.
  22. ^ "Jay Sean Album & Song Chart History" Billboard Hot 100 for Jay Sean.
  23. ^ "Jay Sean Album & Song Chart History" Billboard Pop Songs for Jay Sean.
  24. ^ "November 28, 202010: New Zealand Gold Certification". radioscope.net.nz. Retrieved 22 September 2009. 
  25. ^ "FMQB: Radio Industry News, Music Industry Updates, Arbitron Ratings, Music News and more!". FMQB. Friday Morning Quarterback Album Report, Inc. Retrieved 3 June 2012. 
  26. ^ "2012 (It Ain't the End) – Single by Jay Sean". iTunes Store. Apple. Retrieved 3 June 2012. 
  27. ^ "2012 (It Ain't the End) – Single by Jay Sean". iTunes Store. Apple. Retrieved 3 June 2012. 
  28. ^ "2012 (It Ain't the End) – Single by Jay Sean". iTunes Store. Apple. Retrieved 3 June 2012.