Back in 2012, Justin Bieber released the song, “Beauty And A Beat,” featuring Nicki Minaj on his double-platinum album, “Believe.” The song acted as a bridge between his start as a child star and a new maturing sound. So how did a performance 14 years after the original release of this chart-topping song, cause it to top the charts once again?
“Beauty And A Beat” Broke Records In 2012
“Beauty And A Beat,” originally became popular due to a viral marketing campaign. During a show, Justin Bieber announced that his laptop and camera were stolen, after which a music video for the song was released as “leaked footage.” At the time, the video broke the VEVO record for most views in 24 hours with 10.6 million views. It now stands at over 1 billion views on Youtube. You can watch the video here:
The song featured Nicki Minaj, a rap powerhouse at the time, on a verse. Her lyrics over the heavy synth and club beats of the song created a harmonious pairing and allowed for a crossover of audiences between Minaj and Bieber. The song blended the styles of pop and EDM, which were popular at the time. The heavy bass and drums allow for easy following and dancing, epitomizing the era of 2010’s club music. It’s no wonder how our nostalgia-centered society boosted this song to #1 on Spotify.
Bieber’s Coachella Performance Sent “Beauty And A Beat” To #1
Justin Bieber’s headlining Coachella performance was nothing short of a love letter to his fans. With his fans dubbing the event, “Bieberchella,” Bieber played tracks from his early days of stardom. Many audience members took to posting videos on TikTok when he performed “Beauty And A Beat,” against a background of the original music video. The song amassed over 1.2 million streams in a single day according to Billboard.
The Nostalgia Cycle: Why “Beauty And A Beat” Is Skyrocketing Again
“Beauty And A Beat” has been a favorite of audiences since its original release. Part of the reason for the songs skyrocketing is that Justin Bieber has been relatively low-profile recently and not performing much. The Coachella performance brought him back into the spotlight and delighted fans in the process. Additionally, Bieber fans on TikTok have been reposting the clip of the concert, as well as recreating the iconic dancing from the music video. However, a lot of the hype for the song comes from the nostalgia cycle that fuels much of societal trends. The young audiences that grew up with Justin Bieber are now the trendsetters of the decade and are reveling in the nostalgia of their youth. Who knows? Maybe, this song will top the charts again in another 14 years.
If you want to try playing “Beauty And A Beat,” you can find it here.
