Bieber - Yummy (official Video) | Justin

: Many fans believe the song and video are a coded message about the dark side of the music industry and the exploitation of child stars. This theory suggests that Bieber himself was "the food" being served to industry higher-ups, represented by the older diners.

: Critics and fans have noted the focus on the older guests "gorging" on food while children perform music for their entertainment. Justin Bieber - Yummy (Official Video)

: Bieber heavily promoted the track, at one point posting numerous photos of babies on Instagram with the caption "yummy," which some fans found confusing or "desperate" at the time. : Many fans believe the song and video