Justin Bieber's new single precedes a YouTube reality series, a stadium tour and his first album since 2015's 'Purpose.'
. True Beliebers know this one-time Usher protege has never sounded more engaged than he did on “Journals,” his 2013 collection of melisma-heavy bedroom jams.
But the thing about a comeback — especially one by a singer who’s outlasted his teen-idol peers and usurped Justin Timberlake to become the world’s biggest male pop star — is that it summons expectations. And though it’s very cute, “Yummy” feels awfully lightweight for a single that has as much hanging on it as this one does.
It’s the lead-in to an endlessly hyped multimedia onslaught that includes a YouTube reality series, a tour of some of the world’s biggest stadiums and a new album that Bieber has promised will be different from all of his earlier work . Yet “Yummy” loses much of its flavor after only a few spins — so much so that you realize more quickly than you should that Bieber has built the song’s bridge around a name-check of ... his line of branded house slippers.
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