The track is unapologetically digital. In an era before the "organic" pop sound of the mid-2010s took over, "That Power" leaned heavily into synthetic sounds. The snares are crisp and electronic; the synths are wide and piercing. This sound design was specifically tailored for festival main stages and sports arenas. It wasn't a song meant for an acoustic campfire; it was engineered to make 50,000 people jump in unison.
The origin story of is unusual. It wasn’t born in a traditional songwriting camp or a late-night studio session alone. Instead, the track was commissioned as the centerpiece for a massive global Pepsi commercial campaign titled “Live for Now.”
The lyrics focus on confidence, financial success, and "hustle," featuring lines about staying cool ("chilly") and reaching for a "billion". Critics noted its "lyrical swagger" and compared the vibe to Kanye West's "Power". Music Video and Visuals The music video, directed by will i am justin bieber that power
Underneath the chaos, the rhythm section is surprisingly simple. Heavy, booming 808 kick drums are layered with crisp handclaps, giving the track a dance-floor physicality that works in both stadiums and nightclubs.
Lyrically, "That Power" does not attempt to solve the world's problems. Instead, it offers escapism—a vital component of great pop music. The lyrics revolve around the metaphor of love as a source of energy. The track is unapologetically digital
This article dives deep into the creation, impact, and legacy of the track that fused hip-hop bravado with EDM festival anthems.
. Released in 2013 as part of the album #willpower , this track is a staple of early 2010s electro-house and pop. Musical Breakdown This sound design was specifically tailored for festival
Directed by Ben Mor, the music video for "#thatPOWER" was a massive production filmed across . Premiering on April 19, 2013, the video features:
To understand the magic of will.i.am justin bieber that power , you have to look at the production, which was quintessential will.i.am.