A New Era Begins: Justin Bieber Returns With “Yummy”

And he’s back! After almost a year of relentless teasing, Justin Bieber kicked off 2020 by launching his new era. Today (January 3) the 25-year-old joined the New Music Friday lineup with “Yummy.” The lead single to his long-awaited fifth album moves away from the pure pop of last year’s Ed Sheeran duet “I Don’t Care” or the country twang of his Dan + Shay collab “10,000 Hours.” Instead the crooner lays his voice over a smooth production courtesy of Kid Culture, Poo Bear and Sasha Sirota. The end result is a sensual bop tied together with an unfairly catchy chorus.

On it, Justin finds himself head over heels for a partner. “Yeah you got that yummy-yum. That yummy-yum,” he sings. Is it as clever or undeniable as Purpose tracks “Sorry” or “Love Yourself”? I’m not sure just yet. That being said, there’s no denying that the song has a way of getting inside your head after a single listen. And it’s bound to race up the charts in the coming weeks with the slew of promo that is coming. What’s on the way? That album, a tour and a YouTube docs-series. Oh yeah, we’re also getting the accompanying video Saturday (January 4). In the meantime, expect this to rack up some serious streams.

Give “Yummy” a listen and check out the delectable lyric video below. Be sure to keep an eye on this page. We’ll get it updated once the official video arrives, too.

Is this Justin’s next big hit? Let us know below, or by hitting us up on Facebook and Twitter!