The performance was held on May 27, 2013, and was broadcast live on NBC. On May 19, will.i.am and Bieber also performed the song live during the 2013 Billboard Music Awards, in Las Vegas.Ī funk and soul-infused version of "#thatPower" was arranged, recorded and performed by Judith Hill, on the television singing competition show The Voice. He performed the song on Dancing with the Stars results show on April 23, 2013, while Justin Bieber's solos played in the background in a video. Four days later, he performed the song on The Jonathan Ross Show, doing a similar performance. Will.i.am performed the track at Le Grand Journal on April 16, 2013, and it featured his backing dancers. The video is also used at various commercial breaks throughout the broadcasts. The alternate video does not contain audio and is meant to be viewed alongside the original music video in order to spot the differences between the two.Ī special version was shot with National Basketball Association (NBA) players, including LeBron James, Dwyane Wade, Kevin Durant, Dwight Howard, Carmelo Anthony and Chris Bosh, to be used as the opening theme introduction for the 2013 NBA Playoffs television broadcasts on ABC and ESPN. An alternate "second screen" music video is available through an unlisted YouTube link when the song is tagged via Shazam. The official video premiered on April 19, 2013. On March 25, Capital FM reported that will.i.am was seen taking part in the production of parts of the video for the song in Los Angeles. On March 21, will.i.am tweeted about how exhausting rehearsals for the video were. Bradman for Common Sense Media wrote, "This one's all about the club: With its uptempo four-on-the-floor bass and kick assault, repeated choruses, and surging synths, "#thatPower" sounds and feels more like a remix than the first iteration of a new song." Jody Rosen of Rolling Stone called the song "a wan melody warbled by Bieber over generic 4/4 beats" and gave it two out of five stars, ending his review with "#FAIL." Music video "#thatPower" received mixed reviews from music critics. According to The Hollywood Reporter, the song is club-oriented. MTV's Jocelyn Vena said the song had "lyrical swagger" and noted how "Bieber brings his sweet vocals to the chorus", with a vibe that "recalls Kanye West's 2010 hit, ' Power'". Will.i.am described "#thatPower" as up-tempo. The single sold 108,000 digital downloads in its first week of release. The song was released to American Contemporary radio on March 26, 2013. The song was recorded on February 20, 2013, at Metropolis, when Bieber and will.i.am were in London for the 2013 BRIT Awards. Will.i.am tweeted the cover art for the song on March 15. The song made its radio premiere on Capital FM in the United Kingdom on March 15. The video is also used at various commercial breaks throughout the broadcasts."#thatPower" was released on YouTube on March 15 and on iTunes on March 18. It's not dance, it's like synchronised movement” Will described the music video as “It's about technology and me and my futuristic crew are traveling the earth and placing this cube where Justin Bieber is now hologrammed and we have this next level futuristic synchroniced movement. On March 20, will.i.am tweeted about how exhausting rehearsals for the video were. Whatever doesnt kill you, only makes you stronger I take it higher and high and high and higher Made it out in project where this project that's progress y'all Yes yes yes y'all feeling funky fresh y'all Imma take it higher and high and high and higher I stay on that hussle, I flex that loose to muscle They hate on me cause we doing what they cant Used to have a piggy bank, but now I got that bigger bank. And im loving every second minute hour bigger better stronger power