will.i.am - #thatPOWER ft. Justin Bieber

What this video is

Released in April 2013 as the third single from will.i.am's album #willpower, '#thatPOWER' sits at the intersection of EDM-pop maximalism, hashtag branding culture, and early transmedia interactivity. The video's Shazam-integrated second-screen experience was a forward-looking experiment in multi-platform music video consumption predating the dominance of Instagram and TikTok as primary video platforms. The…

Why it matters

A landmark example of EDM-pop music video spectacle at its 2013 commercial peak. The video synthesizes futurist choreography, global location shooting, and pioneering transmedia interactivity (dual Shazam video), representing the high-budget ambitions of major-label pop video production in the…

The director

Ben Mor is an American music video and commercial director represented by Pulse Films. His career spans major-label music video production across multiple decades, with a notable long-running creative relationship with will.i.am and the Black Eyed Peas. His…