The music video for Beauty And A Beat, a collaboration between Justin Bieber and Nicki Minaj, set a new benchmark by amassing the most views on VEVO within the first 24 hours of release.
In its initial 24 hours, the video drew 10.6 million views, pushing it to the top of VEVO’s 24-hour views chart. VEVO, a YouTube partner that hosts and promotes music videos for artists, played a central role in the video’s rapid reach.
This milestone followed a record Bieber had held earlier; a short time before, One Direction had briefly taken the top spot, but Bieber reclaimed it with this release.
Before the video dropped, Bieber teased fans with messages claiming his computer had been stolen and that personal footage existed on that machine. After the release, it became clear those tweets were a staged stunt designed to tie into the video. The opening frame includes a black screen followed by a caption reading: In October of 2012 three hours of personal footage was stolen from musician Justin Bieber. The following footage was illegally uploaded by an anonymous blogger.
Following the intro, short clips show Bieber and his friends joking around, leading into the full music video. The production features energetic dance sequences and a pool party atmosphere, with many scenes shot by Bieber himself, giving the piece a personal, behind-the-scenes feel.
The release was widely discussed among fans and media, with many noting the interplay of celebrity PR stunts and media strategy. According to VEVO, the engagement on the video highlighted how crossovers between pop stars can create rapid, global attention.
Meanwhile, the video has continued to accumulate views well beyond its first day, and it has been reported to reach tens of millions of views across platforms.
Fans responded to the release by sharing clips, memes, and fan art, contributing to its lasting visibility. The collaboration with Nicki Minaj added cross-genre appeal, blending Bieber’s pop sensibilities with Minaj’s bold rap persona.
From a production perspective, the music video blends candid, on-location shooting with high-energy dance moments, creating a dynamic rhythm that resonated with younger audiences and favored fast sharing in the digital era.
In retrospect, Beauty And A Beat stands as a notable moment in early 2010s pop culture, illustrating how a single release can leverage social media, fan communities, and platform partnerships to create a viral phenomenon.
The release remains a touchstone for artists and marketers exploring how to maximize immediate viewer engagement through smart storytelling, cross-artist collaboration, and timely audience interaction.
Overall, the video is remembered for its record-setting debut and the playful, high-energy narrative that preceded it, culminating in visuals that showcased strong star power and broad fan enthusiasm.