Then, will.i.am takes over with his signature quirky bridge, and finally... The heavy, filtered electro-house beat that sounds like a robot learning to feel joy. The Cultural Impact: The Hashtag Era Let’s talk about the title: #thatPOWER .
We are, of course, talking about
Ten years later, it’s easy to lump this track into the "vintage EDM-pop" folder. But stepping back into the collaboration between and a teenage Justin Bieber reveals a song that was a perfect time capsule of the early 2010s—and a major turning point for both artists. The Context: Peak #willpower By 2013, will.i.am was fully committed to his solo electronic career. Coming off the massive success of “Scream & Shout” with Britney Spears, he was leaning hard into stadium-filling, four-on-the-floor beats. His album #willpower was designed to dominate the charts, and he needed a young, untouchable co-pilot. will i am justin bieber that power
If you were anywhere near a radio, a gym, or a summer pool party in 2013, you remember the drop. The synth stabs. The robotic vocals. The sheer, unstoppable energy.
“You know I've got that power / The power of the beat in my hand.” Then, will
This wasn't "Baby" Bieber anymore. This was Believe era Bieber. He was growing up, experimenting with R&B and dance music, and trying to shed his teenybopper image. Pairing him with will.i.am was a masterstroke. Lyrically, “#thatPOWER” isn't deep—and that’s the point. It’s a mantra for the dressing room before a big game or the shot of adrenaline before a night out.
Bieber’s verse is pure bravado. He sings about critics, about proving people wrong, and about the electric feeling of commanding a room. It’s the musical equivalent of staring at yourself in the mirror and nodding. We are, of course, talking about Ten years
Is it high art? No. Is it a shot of pure, unapologetic energy? Absolutely.