With naming an album The E.N.D. comes the possibility of confusing some fans, but The Black Eyed Peas had no intention of quitting the music scene back in 2009. On contrary, that acronym actually stands for The Energy Never Dies and the album itself signaled the group’s artistic rebirth after a 4-year period of stagnation. Much has changed in the music industry within that period, and will.i.am described the recording as an on-going process as opposed to the traditional way of putting together an album: “I’m trying to break away from the concept of an album. What is an album when you put 12 songs on iTunes and people can pick at it like scabs? That’s not an album. There is no album anymore.”
From its cover art to the electronic beats, everything about The E.N.D. screams futuristic. And the lead single Boom Boom Pow is perhaps the best place to get that vibe, with its auto-tuned vocals and lyrics like “I got that rock ‘n roll, that future flow” or “I’m so three thousand and eight”. The video, as explained by Fergie, goes hand in hand with the song’s message and the digital age it was released in: “The concept of the video is the Peas’ birth into the digital afterlife. So the transformation is us going into a sort of birth or cocoon and coming out the other end as forms of energy. It’s a parallel to the music industry. Now everything is downloaded.”
The effort paid off. Upon release Boom Boom Pow was downloaded 465, 000 times in its first week only, making it the 3rd best-selling digital single of all-time.
Boom Boom Pow spent 12 consecutive weeks at number one in Billboard Top 100, before being dethroned by The Black Eyed Peas’ very own I Gotta Feeling.