thatPower

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"#thatPOWER"
Single by will.i.am featuring Justin Bieber
from the album #willpower
Released March 18, 2013
Format
Recorded
Genre Club[1]
Length 4:39
Label
Writer(s)
Producer(s)
  • will.i.am
  • Damien Leroy
will.i.am singles chronology
"Scream & Shout"
(2012)
"#thatPOWER"
(2013)
"Crazy Kids"
(2013)
Justin Bieber singles chronology
"All Around the World"
(2013)
"#thatPOWER"
(2013)
"Lolly"
(2013)

"That Power" (stylized as "#thatPOWER") is a song by American recording artist will.i.am, taken from his fourth studio album, #willpower. The song features Canadian singer Justin Bieber, who wrote the song alongside will.i.am and Damien Leroy (DJ Ammo). The latter two also produced the song. "thatPower" was released in the United States and Canada on March 18, 2013, via Interscope Records, as the third single from the album. The song has since charted in several countries. A special version of the song is used for 2013 NBA Playoffs telecasts on ESPN and ABC and the last day of TV5's primetime sports block on IBC, AKTV.

Background[edit]

"#thatPOWER" was released on YouTube on March 15 and on iTunes on March 18.[1] The song made its radio premiere on Capital FM in the United Kingdom on March 15.[2] Will.i.am tweeted the cover art for the song on March 15.[3] The song was recorded on February 20 at Metropolis, when Bieber and will.i.am were in London for the 2013 BRIT Awards.[2] The song was released to American Contemporary radio on March 26, 2013.[citation needed] The single sold 108,000 digital downloads in its first week of release.[4]

Composition[edit]

Will described "#thatPOWER" as uptempo.[2] MTV's Jocelyn Vena said the song had "lyrical swagger" and noted how "Bieber brings his sweet vocals to the chorus", with a vibe that "recalls Kanye West's 2010 hit, 'Power'".[5] According to The Hollywood Reporter, the song is club oriented.[1]

Critical reception[edit]

Professional ratings
Review scores
Source Rating
Common Sense Media 3/5 stars[6]
Daily Star 8/10[7]
Digital Spy 3/5 stars[8]
Rolling Stone 2/5 stars[9]

"#thatPOWER" received mixed reviews from music critics. E.E. Bradman for Common Sense Media wrote, "This one's all about the club: With its uptempo four-on-the-floor bass and kick assault, repeated choruses, and surging synths, "#thatPOWER" sounds and feels more like a remix than the first iteration of a new song."[6] The Daily Star's John Earls rated it 8 out of 10 and commended Bieber's guest appearance in the song, saying that "it’s worth swiveling your chair around, Voice style, among Will’s predictable rave malarkey...#savedbythebieber."[7] Jody Rosen of Rolling Stone called the song "a wan melody warbled by Bieber over generic 4/4 beats" and gave it two out of five stars, ending his review with "#FAIL."[9]

Music video[edit]

On March 21, will.i.am tweeted about how exhausting rehearsals for the video were.[10][11] On March 25, Capital FM reported that will.i.am was seen taking part in the production of parts of the video for the song in Los Angeles.[12] The official video premiered on April 19, 2013.[13] The video was filmed in Japan, featuring cameo from members of Japanese dance group World Order. An alternate "second screen" music video is available through an unlisted YouTube link when the song is tagged via Shazam. The alternate video does not contain audio and is meant to be viewed alongside the original music video in order to spot the differences between the two.

A special version was shot with National Basketball Association (NBA) players, including LeBron James, Dwyane Wade, Kevin Durant, Dwight Howard, Carmelo Anthony and Chris Paul, to be used as the opening theme introduction for the 2013 NBA Playoffs television broadcasts on ABC and ESPN.[14] The video is also used at various commercial breaks throughout the broadcasts.

Live performances[edit]

will.i.am performed the track at Le Grand Journal on April 16, 2013, and it featured his backing dancers.[citation needed] Four days later, he performed the song on The Jonathan Ross Show, doing a similar performance.[citation needed] He performed the song on Dancing with the Stars results show on April 23, 2013 while Justin Bieber's solos played in the background in a video.[citation needed] On May 19, will.i.am and Bieber also performed the song live during the 2013 Billboard Music Awards, in Las Vegas.

Cover versions[edit]

A funk and soul-infused version of "#thatPOWER" was arranged, recorded and performed by Judith Hill, on the television singing competition show The Voice. The performance was held on May 27, 2013, and was broadcast live on NBC.[15] The studio-recorded version was digitally released during the same period.

Track listing[edit]

Digital download[16]
  1. "#thatPOWER" (featuring Justin Bieber) – 4:39
CD single[17]
  1. "#thatPOWER" (featuring Justin Bieber) (Radio Edit) – 4:01
  2. "#thatPOWER" (Instrumental) – 4:39

Charts and certifications[edit]

Release history[edit]

Region Date Format Label
Canada[67] March 18, 2013 Digital download Universal Music
United States[16] Interscope Records
United States[68] March 26, 2013 Mainstream and rhythmic radio
Germany[69] March 29, 2013 Digital download Universal Music
United Kingdom[70][71] April 3, 2013 Mainstream radio Polydor Records
April 14, 2013 Digital download
Germany[72] April 26, 2013 CD single Universal Music

References[edit]

  1. ^ a b c Brandle, Lars (2013-03-18). "Justin Bieber, Will.i.am Collab '#THATPOWER' Hits the Web". Hollywood Reporter. Retrieved 2013-03-18. 
  2. ^ a b c "Will.i.am Premieres New Song '#ThatPower' Featuring Justin Bieber On Capital FM". Capital FM. 2013-03-15. Retrieved 2013-03-19. 
  3. ^ will.i.am (2013-03-15). "@iamwill status". Twitter. Retrieved 2013-03-19. 
  4. ^ Caulfield, Keith (2013-03-26). "Justin Timberlake Debuts At No. 1 On Billboard 200, Earns Third-Largest Digital Week Ever". Hollywood Reporter. Retrieved 2013-04-12. 
  5. ^ Vena, Jocelyn (2013-03-15). "Justin Bieber, will.i.am's '#thatpower' Comes 'Alive' With New Track". MTV. Retrieved 2013-03-19. 
  6. ^ a b Bradman, E. ""#thatPower" (CD Single)". Common Sense Media. Retrieved 30 April 2013. 
  7. ^ a b Earls, John. "WILL.I.AM: #THATPOWER - SINGLE REVIEW". Daily Star. Retrieved 30 April 2013. 
  8. ^ Copsey, Robert (April 16, 2013). will.i.am ft. Justin Bieber: '#thatPOWER' - Single review. Digital Spy. Retrieved November 24, 2013.
  9. ^ a b Rosen, Jody. "Will.i.am feat. Justin Bieber". Rolling Stone. Retrieved 30 April 2013. 
  10. ^ "Will.i.am Teases '#ThatPower' Music Video: "The World Isn't Ready"". Capital FM. 2013-03-21. Retrieved 2013-04-12. 
  11. ^ Will.i.am (2013-03-21). "@iamwill status update". Twitter. Retrieved 2013-04-12. 
  12. ^ "Will.i.am Spotted Shooting '#ThatPower' Music Video In Los Angeles". Capital FM. 2013-03-25. Retrieved 2013-04-12. 
  13. ^ Grossberg, Josh (2013-04-19). "News/ Will.i.am and Justin Bieber's "#That Power" Video Hits the Web—Watch Now". E!. Retrieved 2013-04-20. 
  14. ^ Cafardo, Ben (2013-04-18). "NBA Playoffs to Exclusively Tip Off on ABC & ESPN". ESPNMediaZone.com. Retrieved 2013-04-28. 
  15. ^ "The Voice Recap". Rolling Stone magazine. May 29, 2013. 
  16. ^ a b "#thatPOWER (feat. Justin Bieber) - Single". iTunes US. Apple inc. Retrieved 19 March 2013. 
  17. ^ That Power (feat. Justin Bieber) (2-Track): Amazon.de: Musik
  18. ^ "Australian-charts.com – will.i.am feat. Justin Bieber – #thatPOWER". ARIA Top 50 Singles. Retrieved April 8, 2013.
  19. ^ "Austriancharts.at – will.i.am feat. Justin Bieber – #thatPOWER" (in German). Ö3 Austria Top 40. Retrieved April 10, 2013.
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  22. ^ a b BPP, ed. (September 2013). "Billboard Brasil Hot 100 Airplay". Billboard Brasil (44): 88. 
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  35. ^ "Charts.org.nz – will.i.am feat. Justin Bieber – #thatPOWER". Top 40 Singles. Retrieved April 1, 2013.
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  38. ^ "Swedishcharts.com – will.i.am feat. Justin Bieber – #thatPOWER". Singles Top 60. Retrieved May 20, 2013.
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  49. ^ "Italian single certifications – will.i.am feat. Justin Bieber – #thatPOWER" (in Italian). Federation of the Italian Music Industry.  Select Online in the field Scegli la sezione. Select Week -- and Year ----. Enter will.i.am feat. Justin Bieber in the field Artista. Click Avvia la ricerca
  50. ^ "Certificaciones – will.i.am feat. Justin Bieber" (in Spanish). Asociación Mexicana de Productores de Fonogramas y Videogramas. Retrieved January 11, 2014. 
  51. ^ "NZ Top 40 Singles Chart". RIANZ. Retrieved May 27, 2013. 
  52. ^ "British single certifications – will.i.am feat. Justin Bieber – #thatPOWER". British Phonographic Industry.  Enter #thatPOWER in the field Search. Select Title in the field Search by. Select single in the field By Format. Click Go
  53. ^ "American single certifications – will.i.am feat. Justin Bieber – ThatPower". Recording Industry Association of America.  If necessary, click Advanced, then click Format, then select Single, then click SEARCH
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  57. ^ "JAAROVERZICHTEN 2013: Dance" (in Dutch). Ultratop (NL). Retrieved July 30, 2014. 
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  66. ^ "Dance/Electronic Songs: 2013 Year-end". Billboard.com. Retrieved July 30, 2014. 
  67. ^ #ThatPower feat. Justin Bieber
  68. ^ FMQB: Radio Industry News, Music Industry Updates, Arbitron Ratings, Music News and more!
  69. ^ Justin Bieber, Will.I.Am - #thatPOWER - Download als MP3, WAV Titel - Musicload
  70. ^ BBC Radio 1 Playlist for 3 April 2013
  71. ^ Singles Release Diary - Music - Digital Spy
  72. ^ That Power (feat. Justin Bieber) (2-Track): Amazon.de: Musik

External links[edit]