If this is the end of the world, then I want to be there for it! Yes – I’m late with this one as well. The video for Britney Spears‘ second single off of Femme Fatale, “Till The World Ends” was released on April 6th. Set at an underground dance party on December 21st 2012, the Ray Kay-directed clip features Brit Brit dancing like it’s the end of the world. The club scene was filmed in a basement somewhere in Los Angeles and gives off a “I’m A Slave 4 U” vs. “Dirrty” kind of vibe. I like it. While Britney’s doing her thing with her dancers, the world is of course ending all around her. Britney’s been getting criticism lately over her “anemic performance” and seemingly uninspired choreography. To some degree I can see where they’re coming from but at the same time – Britney’s older, she’s had kids, she’s had a break down – LEAVE HER ALONE! It’s a quality video for a quality song off a quality album. Make sure you check out the alternate video for more shots of Britney dancing and a different ending.
“Till The World Ends” debuted at #20 on the Billboard Hot 100 chart when it was released. The single would go on to become Britney’s tenth top ten hit, ultimately peaking at #8. The international success of the single has been mixed. Over in the UK the song only managed to peak at #21 on the UK Singles Chart. Not bad but not amazing. “Till The World Ends” was written by Dr. Luke, Alexander Kronlund, Max Martin and Ke$ha and produced by Dr. Luke, Max Martin and Billboard. The song has been remixed by the Bloody Beatroots, White Sea, Kik Klap, Alex Suarez, Friscia and Lamboy, Varsity Team and Karmatronic. An EP of the remixes is now available on iTunes (download HERE) and the song has, to date, reached #17 on the Billboard Hot Dance Club Play chart. Love this song, but I’m still hoping “I Wanna Go” is single #3.