Looking back, “#thatPOWER” serves as a bridge. For Justin Bieber, it was a step toward the more mature electronic sounds he would explore later on Purpose (think “Sorry” and “Where Are Ü Now”). It proved his voice could sit comfortably over a heavy club beat.
Recorded in February 2013 at Metropolis Studios in London, the song was a quick collaboration between will.i.am and Justin Bieber during the week of the BRIT Awards. Produced by will.i.am alongside Damien Leroy (DJ Ammo) and Verrigni, the track is characterized by its heavy use of and robotic vocal effects. will i am justin bieber that power
This song arrived at the exact moment when hashtags were migrating from Twitter to real life. will.i.am famously renamed the track to include the symbol. It felt silly then, and it feels nostalgic now. It captured the "hustle culture" of the early 2010s—manifesting success, posting about it, and owning your moment. Looking back, “#thatPOWER” serves as a bridge