Justin Bieber’s ‘Yummy’: The Song That Sunk a Star

For years, Justin Bieber dominated the music industry, evolving from a teenage heartthrob into a global pop icon. He sold out stadiums, racked up billions of streams, and built a loyal fan base that supported him through scandals, controversies, and personal struggles. However, in 2020, “Yummy”—his much-anticipated comeback single—marked a turning point in his career, but not in the way he had hoped. Instead of reaffirming his position as a dominant force in pop music, it became a symbol of an artist struggling to stay relevant in an ever-changing industry.

So, what went wrong? Was “Yummy” simply a misstep, or was it the moment that revealed Bieber’s fading influence? Let’s break down the song, the reaction, and how this single might have done more harm than good for one of pop music’s biggest stars.

A Desperate Attempt at a Hit?

After taking a hiatus from music to focus on his personal life and marriage to Hailey Bieber, Justin was under immense pressure to prove he still had what it took to top the charts. When he announced the release of “Yummy”, fans and critics alike expected something groundbreaking—an evolved sound, deep lyrical content, or at the very least, an undeniably catchy tune.

Instead, what they got was a repetitive, shallow, and uninspired track that seemed more like a TikTok challenge than a serious musical comeback. With lyrics like: “Yeah, you got that yummy-yum, that yummy-yum, that yummy-yummy”

It was clear that Bieber was relying on a minimalist, stream-friendly approach rather than meaningful songwriting. While catchy songs are not inherently bad, “Yummy” lacked the depth or uniqueness to stand out in a competitive pop landscape.

It quickly became evident that Bieber wasn’t just releasing a song—he was begging for a hit.

The Embarrassing Marketing Tactics

The song itself was not the only problem. The way Bieber desperately promoted “Yummy” became even more controversial than the track itself. Fans noticed that Bieber and his team were aggressively pushing the single in ways that felt unnatural, even desperate.

Some of the most cringeworthy attempts included:

• Encouraging fans to stream “Yummy” while they slept by leaving the song on repeat overnight.
• Asking international fans to use VPNs to fake streams from the U.S. and boost chart rankings.
• Posting exaggerated praise about the song across social media to manufacture hype.

Even more bizarrely, Bieber repeatedly begged for streams, posting on Instagram: “Guys, let’s get ‘Yummy’ to #1!”

This led to backlash from music lovers and critics who accused him of manipulating Billboard charts rather than letting the song succeed organically. Many compared it to artists like The Weeknd or Billie Eilish, whose chart-topping hits felt effortless and culturally impactful—whereas Bieber’s felt forced and artificial.

Did It Work?

Despite the extreme promotional tactics, “Yummy” failed to debut at #1 on the Billboard Hot 100, losing the top spot to Roddy Ricch’s “The Box”—a song that had no forced promotion, yet captured the internet’s attention naturally. This defeat was a public humiliation for Bieber, proving that no amount of aggressive marketing could save a mediocre song from an uninterested audience.

The failure of “Yummy” exposed something even more dangerous: Bieber was losing his grip on mainstream pop.

The Fallout: From Superstar to Struggler

Before “Yummy”, Bieber was seen as an artist who had evolved past his teen idol days and into a respected musician. His previous album, “Purpose” (2015), was a massive success, featuring hits like “Sorry”, “Love Yourself”, and “What Do You Mean?”. That era was defined by reinvention, maturity, and a new sonic direction.

But “Yummy” felt like a major regression—both sonically and thematically.

Critics Had No Mercy

Major music critics were brutal in their reviews:

• Pitchfork called it “lifeless” and “a weak attempt at a viral hit.”
• The New York Times dismissed it as “one of the most forgettable lead singles in pop history.”
• Fans on Twitter and Reddit mocked the song’s lyrics, calling it “nursery rhyme pop” and “music for influencers, not music lovers.”

Even longtime Beliebers were struggling to defend the track. Many admitted they were disappointed and expected more from an artist who had taken four years to return.

The Album Disaster: ‘Changes’ Flopped Too

Bieber’s album “Changes”, which followed shortly after “Yummy,” suffered from the same issues:

• A lack of lyrical depth
• A monotonous, repetitive sound
• A failure to adapt to new trends in pop and R&B

Unlike his past projects, which showcased growth and experimentation, “Changes” felt one-dimensional. It was clear Bieber was fixated on making music about his marriage—but with shallow execution. Even dedicated fans struggled to stay engaged with an album full of mid-tempo, repetitive love songs that blurred together.

Despite strong initial sales, “Changes” quickly faded from the charts, proving that even Bieber’s name wasn’t enough to keep a weak project afloat.

The Bigger Picture: Was ‘Yummy’ the Beginning of Bieber’s Downfall?

The most shocking part about “Yummy” wasn’t just its failure—it was the fact that it exposed the weaknesses in Bieber’s career trajectory.

For years, he had been one of pop’s biggest stars, effortlessly dominating streaming platforms and radio stations. But “Yummy” proved that Bieber was no longer untouchable.

1. The Decline of Bieber’s Influence

Once upon a time, Bieber could release anything and watch it skyrocket to #1. But in 2020, the industry had changed:

• Newer artists like Billie Eilish, Olivia Rodrigo, and Doja Cat were stealing the spotlight.
• Hip-hop and R&B were dominating pop music, leaving Bieber’s sound feeling outdated.
• Fans were gravitating toward artists with authenticity, and “Yummy” felt manufactured.

Bieber’s attempt to reclaim his throne felt out of touch, and his relevance took a massive hit.

2. The Industry No Longer Revolved Around Him

At his peak, Bieber was the center of pop culture. His music shaped trends, and his every move was headline news. But by 2020, he was competing in a saturated market where social media dictated who stayed on top.

Meanwhile, younger artists were building genuine connections with fans, rather than relying on forced promotion. Bieber’s desperate marketing tactics only alienated listeners further, making him seem less like a pop king and more like a fading celebrity grasping for attention.

3. Did ‘Yummy’ Ruin His Reputation?

While Bieber continues to make music, many argue that “Yummy” left permanent damage on his career.

• It marked the end of Bieber’s ability to dominate pop effortlessly.
• It exposed his struggle to adapt to the new music landscape.
• It showed that even a global superstar could flop if the music wasn’t good enough.

Even his next album, “Justice” (2021),—which performed better—couldn’t fully erase the embarrassment of “Yummy.”

Final Thoughts: The Song That Sunk a Star?

Did “Yummy” singlehandedly ruin Justin Bieber’s career? No. But did it symbolize his decline? Absolutely.

The song was more than just a bad lead single—it was a turning point. It exposed his artistic struggles, his marketing desperation, and his inability to keep up with the evolving pop industry.

While Bieber remains a household name, his days as an untouchable force in music might be over. And if there’s one lesson to learn from “Yummy”, it’s this:

No matter how famous you are, a bad song can still sink you.