Yes, we've had a wild weekend around here. VEVO brought the exclusive premiere of Justin Bieber's "Beauty And A Beat" to the world last Friday at noon ET, and a day later it smashed our record for the most views in a 24-hour period, clocking 10.6 million views.
As of mid-day Monday, the number virtually doubled with just over 20 million views.
The acclaimed collabo with Nicki Minaj got a strong ride on social media. Millions of Beliebers weren't the only one tweeting and Facebooking their support of the video. A big handful of celebs got on the case, too. Nicki called her Barbz into action, and Lil Wayne, will.i.am, Cody Simpson, Kevin Hart, Jay Sean, Mike Posner, Tinie Tempah, Steven Tyler and even Floyd Merriweather sent the link flying into the Twitterverse.
“Social media is the new normal and the best way for artists to take messaging and marketing into their own hands and give it right to their fans,” commented VEVO’s video expert, Scott Reich (Vice President, Original Content and Programming). “The innovative way in which Justin rolled out this video, using social media to create a massive groundswell of interest around this clip, was genius.”
Bieber’s music videos and original programming have collectively delivered nearly 3 billion views across VEVO platform. “Beauty And A Beat" comes from Believe (Island Def Jam). Bieber’s current Believe World Tour sold out in 45 minutes and is currently the #1 grossing tour in the world according to Billboard magazine.