What is going on with Bieber's 'Yummy' roll out?
Justin Bieber is making music again, and the singer kicked off the new year with the drop of his first single,"Yummy." The track is an R&B inflected bop with mindless lyrics about sex and spending money. Music critics immediately clocked the song as being engineered for virality on TikTok — a theory bolstered by the fact that Bieber joined the app the same day the song dropped.
Since he first teased it on Instagram in October by writing the song's title on a piece of paper, Bieber has: released an album trailer, at least two music video teasers, cover art and alternative cover art, opened up about living with Lyme disease in anticipation of his upcoming documentary, joined TikTok and made his first video lip-syncing to"Yummy," created and released a"Yummy" video game, and released autographed limited editions of"Yummy" that include a...
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