It’s been five years since Justin Bieber released his fourth studio album ‘Purpose’ and the expectations for his comeback are incredibly high. With only a string of collaborations been released in the interim period, everyone is intrigued to see what direction he will go in within this new evolution of his artistry.
Sadly ‘Yummy’ isn’t the immediate smash hit that him and his team were hoping for unlike the mammoth success of ‘What Do You Mean?’ and ‘Sorry’ from his last project. And this subdue reaction has a lot to do with the fact that the listeners are no longer just consuming whatever he releases.They have a lot of options to listen to and if it’s not “great” then they aren’t interested. Instead they will just listen to Harry Styles, Lizzo or whoever else they maybe captivated by. And to be bluntly honest, ’Yummy’ isn’t a song that will captivate people.
He has gone in a similar direction to the one he went on with ‘Journals’ with a striped back and mature RNB approach which can work and has been proven in the past with his songs ‘All That Matters’ and ‘Company’. And the reason they worked was because they actually had strong lyrics that people could relate to, whereas on this track he just brags about his luxurious lifestyle and his wife. And it’s just a little odd.
The chorus is literally just him singing “Yeah, you got that yummy-yum. That yummy-yum, that yummy-yummy”, and I’m very confused.
The beat just sits at one tone and doesn’t really shift or evolve throughout the duration. I was waiting for something else and it never came.
It’s not really the strong start that Bieber or his team wants for this new chapter, and from watching the trailer to his new project it sounds like they have a lot of stronger songs sitting in the vault. So my question is, why did they choose this song to kickstart it?