2012 (It Ain't the End)

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"2012 (It Ain't the End)"
Jay Sean Ft. Nicki Minaj - 2012.jpg
Single by Jay Sean featuring Nicki Minaj
from the album Hit the Lights
B-side"Your Love – Remix (featuring Jay Sean)"
Released3 August 2010
3:19 (without Minaj)
  • Cash Money
  • Republic
  • J-Remy
  • Bobbybass
Jay Sean singles chronology
"Each Tear"
"2012 (It Ain't the End)"
"Hit the Lights"
Nicki Minaj singles chronology
"Bottoms Up"
"2012 (It Ain't the End)"
"Letting Go (Dutty Love)"

"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 Trinidadian 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] The title is a reference to the 2012 phenomenon.

Critical reception[edit]

'2012' received mixed reviews by About.com and Digital Spy. Bill Lamb from About.com rated the single 4 out of 5 stars commenting on "The powerful vocal kickoff", "Expansive world party atmosphere" and "Nicki Minaj on guest raps". Lamb noted that the song was similar to that of "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 rated the song with 3 out of 5 stars, commenting 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 Ain't 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 peaked at number 34 on the US Pop Songs chart and climbed for a few weeks from its debut at number 92 to its ultimate height at number 23 on the Canadian Hot 100 .[6] The single also debuted at number 40 on the ARIA Charts for the chart week of 26 August 2010 and at number nine on the UK Singles Chart, on the issue of 24 October 2010.[7]

Track listing[edit]

Digital Download
1."2012 (It Ain't the End)" (featuring Nicki Minaj)3:42
UK iTunes Remixes EP Digital Download
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 many flashing lights and a typical hip-hop club scene environment. But in post-production, Sean says the music video's director Erik White would 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."[8] The video should have a premiered on 8 August 2010 on MTV,[9] however the same day Sean confirmed on Twitter that the premiere has been rescheduled.[10] The video leaked on 14 August 2010, but Jay Sean confirmed that the leaked version of the video wasn't the final version.[11]

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.[12]

The video won Best Video in the 2011 UK Asian Music Awards.[13]



Region Certification Certified units/sales
New Zealand (RMNZ)[25] Gold 7,500*
United States (RIAA)[27] Gold 500,000[26]

*sales figures based on certification alone

Release history[edit]

Country Date Format Label
United States 3 August 2010 Mainstream radio[28] Cash Money Records, Universal Republic
Digital download[29]
United Kingdom[31] 24 October 2010 Jayded, 2Point9 Records


  1. ^ "Jay Sean ft. Nicki Minaj – 2012 (It Ain't The End)". DJBooth. 25 July 2010. Retrieved 3 June 2012.
  2. ^ Smith, Grady (14 July 2010). "Jay Sean's new single '2012': A late-summer anthem?". Entertainment Weekly. Retrieved 22 July 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. ^ The UK Singles Charts, week of October 24 Digital Spy Retrieved 24 October 2010
  8. ^ JaySeanVideos. "Jay Sean – 2012 Feat. Nicki Minaj (Behind The Scenes)". Youtube. Archived from the original on 3 August 2010. Retrieved 31 July 2010.
  9. ^ 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.
  10. ^ Twitter (Update) / Jay Sean
  11. ^ "Twitter / Jay Sean: thanx4all ur amazing comme". Twitter. 14 August 2010. Retrieved 26 February 2011.
  12. ^ Jay Sean – 2012 (It Ain't The End) ft. Nicki Minaj on YouTube
  13. ^ Jas Sembhi (10 March 2011). "2011 UK Asian Music Awards Winners". desiblitz.com. Retrieved 13 March 2011.
  14. ^ "Australian-charts.com – Jay Sean feat. Nicki Minaj – 2012 (It Ain't the End)". ARIA Top 50 Singles.
  15. ^ "Ultratop.be – Jay Sean feat. Nicki Minaj – 2012 (It Ain't the End)" (in Dutch). Ultratip. Retrieved 3 November 2010.
  16. ^ "Jay Sean Chart History (Canadian Hot 100)". Billboard.
  17. ^ "Irish-charts.com – Discography Jay Sean". Irish Singles Chart. Retrieved 18 January 2020.
  18. ^ "Charts.nz – Jay Sean feat. Nicki Minaj – 2012 (It Ain't the End)". Top 40 Singles.
  19. ^ "Official Scottish Singles Sales Chart Top 100". Official Charts Company.
  20. ^ "Archive Chart". Theofficialcharts.com. 30 October 2010. Retrieved 26 February 2011.
  21. ^ "Official Singles Chart Top 100". Official Charts Company.
  22. ^ "Jay Sean Chart History (Hot 100)". Billboard.
  23. ^ "Jay Sean Chart History (Pop Songs)". Billboard.
  24. ^ "End of Year 2010" (PDF). UKChartsPlus. Retrieved 24 June 2020.
  25. ^ "November 28, 2010: New Zealand Gold Certification". radioscope.net.nz. Archived from the original on 17 April 2011. Retrieved 11 April 2011.
  26. ^ "Jay Sean". Recording Industry Association of America. Retrieved 11 June 2014.
  27. ^ "American single certifications". Recording Industry Association of America. If necessary, click Advanced, then click Format, then select Single, then click SEARCH. 
  28. ^ "FMQB: Radio Industry News, Music Industry Updates, Arbitron Ratings, Music News and more!". FMQB. Friday Morning Quarterback Album Report, Inc. Archived from the original on 13 September 2015. Retrieved 3 June 2012.
  29. ^ "2012 (It Ain't the End) – Single by Jay Sean". iTunes Store. Apple. Retrieved 3 June 2012.
  30. ^ "2012 (It Ain't the End) – Single by Jay Sean". iTunes Store. Apple. Retrieved 3 June 2012.
  31. ^ "2012 (It Ain't the End) – Single by Jay Sean". iTunes Store. Apple. Retrieved 3 June 2012.