TOP 15: 2012
"2012 (It Ain't the End)" is a song by British recording artist, Jay Sean, taken from his fourth studio album, Freeze Time. It features American rapper and labelmate Nicki Minaj, and is the album's lead single. The song was produced by OFM production team J-Remy and Bobby Bass. It was released to U.S. radio stations and as a digital download to iTunes on 3 August 2010.[2]
Background
The song is an uptempo record. The song's beat was made in one day by producer Bobby Bass and J. Perkins, and was written by Jay Sean with Jared Cotter and producer J Remy on twoiPads.[3][unreliable source?]
The song's title is a reference to the 2012 phenomenon. Jay Sean told Entertainment Weekly, "I’m a very positive person myself, and the next two singles that I’m putting out–we’re putting them out simultaneously–are both feel-good songs. One is a club-banger called "Hit The Lights" (Jay Sean song)| ]]", and the other one, ’2012,’ is a real feel-good [song]. If you loved 'Down' and you loved 'Do You Remember', you’re going to love the next song, which I think is going to be stuck in everybody's head for the entire summer, and hopefully much longer."[1] Of the collaboration he told MTV News, "I've been wanting to work with Nicki for the longest time." "I'm so excited that she's on this song because she absolutely murdered it. She came with a different swagger on it, and a different flow. Just real fun. And her voice just really fits the song".[4]
[edit]Critical reception
Bill Lamb from About.com gave to the single 4 stars (out of 5) and enjoying "The powerful vocal kickoff", "Expansive world party atmosphere" and "Nicki Minaj on guest raps". He also felt that the song was too close from "Down" and conclued that: ""2012 (It Ain't the End)" feels like a wise move for Jay Sean capitalizing on the party success of his two prior hits "Down" and "Do You Remember" while moving into an even more expansive sound".[5] Robert Copsey fromDigital Spy gave an average review for the song, rating the song with 3 stars (out of 5), saying that: "'2012' finds him recreating the USA-slaying synthpop/R&B sound of his breakthrough - and there's no denying it's catchy as an October cold. Of course, no one expects lyrical innovation from a song about partying, but lines like "We gonna party like it's 2012" and "Party like it's the end of the world" are so timeworn that even Nicki Minaj struggles to breathe fresh life into it".[6]
[edit]Chart performance
"2012 (It Aint the End)" debuted at number fifty on the Billboard Hot 100 for the chart week of August 13, 2010, later peaking at number thirty-one. It has also peaked at number thirty-four on the US Pop Songs chart. On the Canadian Hot 100 chart the single debuted at ninety-two and climbed to a peak of 23, and a few weeks later fell of the chart. It has yet to reenter .[7] It debuted at number forty on the ARIA Charts for the chart week of August 26, 2010.[citation needed] The song debut at number nine on the UK Singles Chart, on the issue of October 24, 2010.[8]
[edit]Music video
The music video for "2012 (It Ain't the End)" was shot in Los Angeles on July 19, 2010, with Nicki Minaj. The video is set to lots of flashing lights and a typical hip-hop club scene environment. But in post-production, Sean says the music video's director Erik White will be zooming out to show parties in three cities around the world. "There's all these wonderful ideas the director Erik White has been telling me [about]." 'They are gonna zoom out, and it's gonna zoom into Tokyo! And the world is gonna spin around!' And I'm like, 'Really? That's amazing!' So for me, I'm looking forward to seeing those effects." "The concept of the video is basically all about throwing the biggest party, celebrating life. It's basically going around the world, from London to Tokyo to New York, seeing people celebrating good times."[9] The video should have a premiered on August 8, 2010 on MTV,[10] however the same day Sean confirmed on Twitter that the premiere has been rescheduled.[11] The video leaked on August 14, 2010, but Jay Sean confirmed that the leaked version of the video wasn't the final version.[12]
The video features a cameo appearance from former Spice Girl Melanie Brown, Cash Money Records CEO Birdman, writer Jared Cotter, producers J-Remy and Bobby Bass, and Thara. On August 24, 2010 was the final version of the video was released to VEVO. The prelude and the music video of his next single "Break Your Back" can be heard and seen in the end of the music video.[13]
The video won Best Video in the 2011 UK Asian Music Awards.[14]
[edit]Charts
Chart (2010) | Peak position |
|---|---|
| Australia (ARIA)[15] | 40 |
| Belgium (Ultratip Flanders)[16] | 22 |
| Canada (Canadian Hot 100)[17] | 23 |
| Ireland (IRMA)[18] | 44 |
| New Zealand (RIANZ)[19] | 9 |
| Scotland (The Official Charts Company)[20] | 8 |
| UK Asian Chart (The Official Charts Company)[21] | 1 |
| UK Singles (The Official Charts Company)[22] | 9 |
| US Billboard Hot 100[23] | 31 |
| US Pop Songs (Billboard)[24] | 20 |
[edit]Certifications
| Country | Provider | Certifications (sales thresholds) |
|---|---|---|
| New Zealand | RIANZ | Gold[25] |
[edit]Release history
 | This section does not cite any references or sources. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged andremoved. (September 2010) |
| Region | Date | Format | Label |
|---|---|---|---|
| United States | August 3, 2010 | Airplay | Cash Money Records, Universal Republic |
| United States | August 3, 2010 | Digital download | |
| Canada | |||
| United Kingdom | October 24, 2010 | Digital download | Jayded, 2Point9 Records |
| United Kingdom | October 25, 2010 | CD Single |
[edit]References
- ^ a b Smith, Grady (July 14, 2010). "Jay Sean's new single '2012': A late-summer anthem?". Entertainment Weekly. Retrieved July 22, 2010.
- ^ 2012 (It Ain't the End) feat. Nicki Minaj - Single by Jay Sean on iTunes
- ^ Videos: The Making of Jay Sean's Single '2012' Off New Album 'Freeze Time'
- ^ 2012 Jay Sean's Songfacts Retrieved 2010-10-20
- ^ 2012 Review by About.com Retrieved 2010-10-12
- ^ 2012 Review by Digital Spy Digital Spy Retrieved 2010-10-22
- ^ Jay Sean Music News & Info | Billboard.com
- ^ The UK Singles Charts, week of October 24 Digital Spy Retrieved 2010-10-24
- ^ JaySeanVideos. "Jay Sean - 2012 Feat. Nicki Minaj (Behind The Scenes)". Youtube.com. Retrieved 2010-07-31.
- ^ Bhansali, Akshay (July 22, 2010). "Jay Sean, Nicki Minaj Shine In Exclusive '2012' Video Preview". MTV. Retrieved July 22, 2010.
- ^ Twitter (Update) / Jay Sean
- ^ "Twitter / Jay Sean: thanx4all ur amazing comme". Twitter.com. 2010-08-14. Retrieved 2011-02-26.
- ^ Jay Sean - 2012 (It Ain't The End) ft. Nicki Minaj on YouTube
- ^ Jas Sembhi (March 10, 2011). "2011 UK Asian Music Awards Winners". desiblitz.com. Retrieved 13 March 2011.
- ^ "Australian-charts.com – Jay Sean feat. Nicki Minaj – 2012 (It Ain't the End)". ARIA Top 50 Singles. Hung Medien.
- ^ "Ultratop.be – Jay Sean feat. Nicki Minaj – 2012 (It Ain't the End)" (in Dutch). Ultratip. ULTRATOP & Hung Medien / hitparade.ch. Retrieved November 3, 2010.
- ^ "Jay Sean Album & Song Chart History" Canadian Hot 100 for Jay Sean. Prometheus Global Media.
- ^ "Chart Track". Irish Singles Chart. GfK.
- ^ "Charts.org.nz – Jay Sean feat. Nicki Minaj – 2012 (It Ain't the End)". Top 40 Singles. Hung Medien.
- ^ "Archive Chart". Scottish Singles Top 40. The Official Charts Company.
- ^ "Archive Chart". Theofficialcharts.com. 2010-10-30. Retrieved 2011-02-26.
- ^ "Archive Chart" UK Singles Chart. The Official Charts Company.
- ^ "Jay Sean Album & Song Chart History" Billboard Hot 100 for Jay Sean. Prometheus Global Media.
- ^ "Jay Sean Album & Song Chart History" Billboard Pop Songsfor Jay Sean. Prometheus Global Media.
- ^ "November 28, 202010: New Zealand Gold Certification".radioscope.net.nz. Retrieved 2009-09-22.
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