Will.i.am got a little help from Justin Bieber's hologram in the just-released sci-fi spectacular and spacey video for their collaborative new dance cut, "#thatPOWER," the third single from Will's upcoming fourth much-delayed solo album, "#willpower," which is slated to drop on Tuesday. The new video, predictably is gaining a lot of traction in the hours after its arrival online, features a hologram of the 19-year-old teen heartthrob looking swaggy while singing the song's hook.
The uptempo, club-geared track is dance-club oriented. Along with the headliner's compulsively body-moving electro-pop boardwork and guilty-pleasure lyricism, #thatPOWER boasts a soaring hook and sweet vocals to the chorus from teenage pop superstar. The track tries to follow the style in the footsteps of many Will.i.am singles before with its thumping club beat, dirty synths, A-list cameo and lots of lyrical swagger about overcoming adversity. "It's not dance, it's like synchronized movement," Will said. A song repetitive and tiresome, with a sound mix of autotune and electronic music, very blunt. A first listen leaves you a little cold, but after several repetitions, is winning.
You'll be as surprised as we are to see some serious choreography going on in this one and not from whom you'd expect! Ghostly, Bieber merely makes his appearance as a hologram , so it's Will himself werking his moves all over cities across the globe, with the help of some clones! As he explains: "This video is probably the most time-consuming video that I've ever been a part of because I had to rehearse choreography, and I've always been against choreography for me. We have this real, next-level, futuristic type of choreography… It's not dance, it's like synchronized movement. I'm really excited about it."
The promo doesn't have much of a story line but is all about setups that are meant to please the eye thanks to appearances from Will. it takes a futuristic twist that Bieber's cameo relies heavily on his hologram and a ghost-like image projected on to various TV screens, while the Black Eyed Peas frontman, wearing a black hat and sunglasses, getting funky in various sci-fi locales with a futuristic sports car and a posse of lookalikes who match his every robotic move with a myriad of dancers, skip across the earth with an army of clones around with six look-alikes in Japan.
The uptempo, club-geared track is dance-club oriented. Along with the headliner's compulsively body-moving electro-pop boardwork and guilty-pleasure lyricism, #thatPOWER boasts a soaring hook and sweet vocals to the chorus from teenage pop superstar. The track tries to follow the style in the footsteps of many Will.i.am singles before with its thumping club beat, dirty synths, A-list cameo and lots of lyrical swagger about overcoming adversity. "It's not dance, it's like synchronized movement," Will said. A song repetitive and tiresome, with a sound mix of autotune and electronic music, very blunt. A first listen leaves you a little cold, but after several repetitions, is winning.
You'll be as surprised as we are to see some serious choreography going on in this one and not from whom you'd expect! Ghostly, Bieber merely makes his appearance as a hologram , so it's Will himself werking his moves all over cities across the globe, with the help of some clones! As he explains: "This video is probably the most time-consuming video that I've ever been a part of because I had to rehearse choreography, and I've always been against choreography for me. We have this real, next-level, futuristic type of choreography… It's not dance, it's like synchronized movement. I'm really excited about it."
The promo doesn't have much of a story line but is all about setups that are meant to please the eye thanks to appearances from Will. it takes a futuristic twist that Bieber's cameo relies heavily on his hologram and a ghost-like image projected on to various TV screens, while the Black Eyed Peas frontman, wearing a black hat and sunglasses, getting funky in various sci-fi locales with a futuristic sports car and a posse of lookalikes who match his every robotic move with a myriad of dancers, skip across the earth with an army of clones around with six look-alikes in Japan.
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