The much anticipated video for ‘#thatPOWER’ by Justin Bieber and will.i.am has arrived, delivering a bold, futuristic look that mirrors the track’s digital energy. The clip centers on tightly synchronized choreography where dancers move in lockstep with flawless precision and a striking holographic Bieber appears beside the performers at key moments, adding a layer of sci fi spectacle. The concept allows Bieber to share the screen even when he is physically on tour, with the hologram stepping in for certain scenes while will.i.am and the dancers carry the bulk of the energy. The production unfolds across a string of global locations, creating a sense of travel and exploration as the performers weave through urban landscapes, desert expanses, and neon-lit stages that feel less like a music video and more like a short film about motion itself. The result is a glossy, high-tech package designed to push the boundaries of pop performance, a hallmark of will.i.am’s creative approach. Fans have praised the seamless blend of live action and holographic imagery, noting how the futuristic aesthetic complements the song’s pulsing rhythm. Industry insiders have described the shoot as complex and ambitious, reflecting the team’s commitment to a video that matches the song’s scale and ambition, as noted by the industry press.
Will.i.am is using ‘#thatPOWER’ as part of a broader creative push that features collaborations with a variety of artists across genres. The video arrives alongside a string of recent releases and public appearances that highlight his affinity for remix culture and cross-genre experimentation. In past projects, he has teamed with Miley Cyrus on Fall Down and collaborated with Britney Spears on Scream & Shout, both tracks that helped cement his reputation for pushing pop into the realm of futuristic pop and electronic textures. This pattern of partnerships underscores a strategic approach to staying visible in a crowded field, while also giving fans fresh, high-energy material to champion. Analysts note that these collaborations keep will.i.am at the center of conversations about music technology, performance art, and streaming-era marketing, with coverage from major industry outlets providing context to fans following the rollout of each project, as noted by industry press.
Justin Bieber has also kept a demanding schedule, balancing touring commitments with new music and video projects. In the days leading up to ‘#thatPOWER’s’ release, Bieber fans watched as he dropped the music video for All Around The World, a move that kept the superstar front and center in a year already packed with high-profile appearances. The timing of the two artists’ projects suggests a shared momentum, with each star pursuing a mix of live performances, personal branding, and collaborations that broaden their appeal across demographics. Industry observers point out that Bieber’s touring schedule can influence the visibility of his video work, while still allowing him to contribute to collaborations in meaningful ways. The result is a dynamic that keeps both stars in the spotlight while fueling anticipation for future releases, as reported by entertainment media.
From the opening frames, ‘#thatPOWER’ demonstrates a fascination with technology-forward production values. The video leans on crisp editing, rapid cuts, and a precision-danced choreography that makes the most of its holographic centerpiece. The use of light, color, and geometric backdrops creates a sense of movement that feels almost cinematic, as though the audience is watching a tech-forward short film as much as a music video. The aesthetic choices emphasize a sense of speed and energy that matches the song’s tempo, while the hologram adds a layer of mystery that invites viewers to rewatch for new details. The visual narrative hints at a global journey, with scenes that suggest multiple cities around the world and a touring schedule that mirrors real-world logistics. Fans and critics alike have praised the boldness of the concept, noting how the video blends performance with high-concept imagery, as noted by entertainment media.
Ultimately, ‘#thatPOWER’ stands as a showcase of two major pop figures embracing innovative visuals while maintaining a focus on infectious rhythm and showmanship. The collaboration marks a continuation of will.i.am’s experiments with technology-infused performance and Bieber’s willingness to stretch his on-screen persona beyond traditional video formats. The clip invites audiences to watch closely, to notice the dance precision, the timing of the holographic moments, and the way the world-building elements align with the music’s binary pulse. The video ends with the question of what comes next for both artists, a question that fans will likely see answered in future releases and live performances. Check out the music video for ‘#thatPOWER’ below, and share thoughts on Justin’s holographic appearance.