As a hardcore pop music fan, usually when people hate a pop song I can safely assume I’ll like it; and honestly I was excited to see what will.i.am would put out next, after his awesome collaboration with Britney in ‘Scream & Shout’. But not even I like ‘#thatPOWER’ by will.i.am featuring Justin Bieber. Firstly the title: hashtag thatPOWER. Really? The hashtag automatically dates the track, and frankly makes it look a bit naff.
The song itself is overly synth-y, overly produced overly autotuned. Everything about it screams overdone and too much. The catchy riffs are just undistinguishable noises which have been forced through a synthesiser, with equally as bad lyrics: ‘I stay and buy attire, Keep burnin’ like that fire’, totes emosh.
Then there’s the video, which is meant to be all cool and technologic, with scenes of oddly clad dancers dancing about (if it can be called that) in various Japanese destinations, and Justin Bieber appearing on screens and as a hologram (I think). It is just a really weird video, and not in a good way.
Honestly, just give the track a miss.