Treasure (Bruno Mars song)

"Treasure"
Single by Bruno Mars
from the album Unorthodox Jukebox
B-side Remixes (12")
"Locked Out of Heaven" (Paul Oakenfold Remix) (CD)
Released May 10, 2013
Format
Genre Post-disco[1]
Length 2:58
Label Atlantic
Writer(s)
  • Phredley Brown
  • Bruno Mars
  • Philip Lawrence
  • Ari Levine
Producer(s) The Smeezingtons
Bruno Mars singles chronology
"When I Was Your Man"
(2013)
"Treasure"
(2013)
"Bubble Butt"
(2013)

"Treasure" is a song by American singer-songwriter Bruno Mars, taken from his second studio album Unorthodox Jukebox (2012). Written by Mars himself along with Philip Lawrence, Ari Levine and Phredley Brown, while production was handled by the former three as members of The Smeezingtons. The song is the album's fourth track, and was released as its third single. "Treasure" details Mars' band time of party and fun, "the kind of song where the whole band can get up and jam". It is primarily a disco song, containing post-disco, funk and R&B elements.

After its release in May 2013, "Treasure" became Mars' eleventh top-ten hit since his career begun in 2010. It reached the top five in the United States, Canada, Hungary, South Africa, and several other countries, reached number two in Israel, and peaked within the top twenty in Australia, Austria, France, Ireland, New Zealand, Switzerland, and over 20 other nations. It received media attention for its "funky" vibe, that a few artists could bring back in a modern way, including Mars and Daft Punk.

The single was certified three times platinum by the Recording Industry Association of America in October 2013, representing sales of two million copies, since the certifications for digital singles include on-demand audio and/or video song streams in addition to downloads. The single was promoted with a music video directed by Cameron Duddy and Bruno Mars. The video, filmed in Las Vegas, Hollywood, and features Mars' band, The Hooligans, in a live performance.

Background, composition, and lyrics

"Treasure" is one of the eleven songs composed and produced by The Smeezingtons for Mars' second studio album Unorthodox Jukebox.[2] In an interview with Rob LeDonne, for American Songwriter, fellow Smeezington Philip Lawrence explained how the inspiration of the song came from "Well, the thing we learned after touring with Doo Wops was how it is we like to feel on stage when performing. We’re fun, like to dance and party, and we didn’t really get to do a lot of that on the first album". As a result, after touring the world for the first time they have seen what people like about them. They had the same feeling when they saw bands live, "Even going to festivals and seeing big bands live, like Coldplay or Bruce Springsteen, we knew the second time around we wanted something fun". Lawrence added, "It’s the kind of song where the whole band can get up and jam and have this Earth, Wind and Fire kind of moment."[3]

"Treasure" was mixed at Larrabee Sound Studios in Hollywood by Manny Marroquin.[2] Ari Levine recorded the track at Levcon Studios in California and was also responsible for engineering the song at the same studio, while Charles Moniz served as additional engineer.[2] David Kutch mastered the song.[2]

"Treasure"
A 14 second sample of "Treasure," where Mars sings about treating the girl he loves like a treasure.

Problems playing this file? See media help.

"Treasure" was written by Bruno Mars, Philip Lawrence, Ari Levine and Phredley Brown, while production was handled by the former three, the production-team The Smeezingtons.[4] According to the digital sheet music published by Alfred Music Publishing, the song was composed in common time and in the key of E♭ major with a tempo of 112 beats per minute.[5] The chord progression of [Ab, Fm, Gm, Cm] repeats throughout the song, changing only to end phrases on Bb7, a deceptive cadence. Mars' vocals range from the low note of Bb3 to the high note of Eb5 (Bb3-G5 live).[5] Its instrumentation comes from the guitar, piano, electronic keyboard and bass.[5][6][7]

It has been described as a disco track,[8][9] heavily influenced by funk, post-disco and R&B.[6][10][11][12] Caroline Sullivan of The Guardian called it a "sprightly disco thumper".[9] For Joseph R. Atilano of Philippine Daily Inquirer found out that "Bruno Mars is acknowledging artists synonymous with the 80’s in the likes of The Police, New Edition, Billy Joel, Earth, Wind And Fire, and Michael Jackson".[13] Melissa Maerz of Entertainment Weekly remarked that the song "makes silk-jumpsuit disco feel contemporary,"[14] Andy Gill of The Independent assured that Mars "demonstrates a keen appreciation of Patrice Rushen's funk-pop", on the single.[15] In a Slate magazine article, critic Ann Powers said that the song "was a direct homage to the sound and even the look of “P.Y.T.”-era Michael Jackson".[12] Tina Jamias from AXS.com called the song a "groovy, dance-pop track with sounds and vocals similar to that of Michael Jackson’s “Off The Wall” and “Rock With You,” or Madonna’s “Holiday”".[16]

In December 2012, French electronic artist Breakbot tweeted to Mars, regarding the song "Treasure" due to the similarity to one of his own songs, "Baby I'm Yours", released on Ed Banger Records.[17][18] Ed Banger owner Busy P responded in a Reddit AMA to questions about the song saying they considered it a compliment and that Mars has said the song was inspired by Breakbot's 2010 track.[19]

Critical Reception

"Treasure" was well received by music critics. Jason Lipshutz of Billboard wrote that one "gets the feeling that 'Treasure,' with its grand harmonies, classically kooky hooks and slyly sexual undertones, is the musical mode that makes Mars the happiest",[20] while Spin '​s Dan Hyman favorably compared "Treasure" to the work of American disco artist Donna Summer.[21] Journalist Robert Copsey of Digital Spy gave the song a rating of 4 out of 5, stating that Mars "insists over '80s smooth funk guitars and retro-styled disco beats, before declaring his woman his "treasure" and "golden star" with a sense of unabashed affection. The result sounds like a modern day 'Rock With You'; a feat that few could get away with pulling off so authentically".[10] Katie Hasty, while reviewing the songs of the summer of 2013, said "it looks like it was culled straight out of "Soul Train"".[22] Ryan Reed of Paste Magazine gave the song a positive review, writing that "“Treasure” is stripper-theme funk-pop with gooey synth pads and enormous slap-bass fills that punch through like air-humps".[7]

Rolling Stone '​s Jody Rosen commented that "Treasure" is a creamy Michael Jackson/Prince-schooled disco soul,[8] while Matt Cibula from Pop Matters compared also the "funky" song with the two musicians' work saying that "Treasure" "knows that a flirt beats a bleat any day".[23] Matthew Horton from BBC Music wrote that the track has a "sugary early 80s funk", and that it "is lathered in so much slap bass it starts to sting".[6] Evan Rytlewski of The A.V. Club opined that Bruno "capably sells himself as a one-man Maroon 5 on the disco-spiked".[24] Matt Cibula of PopMatters complimented the song, comparing it to a "Cameo/MJ/Prince funk" and adding tah the song knows "a flirt beats a bleat any day".[25] Tim Sendra of AllMusic found that the song had a "easy-going charm" of the previous album, adding "MJ-inspired disco jam".[26] On a mixed review for The Scotsman, Fiona Shepherd wrote that "Treasure" is "likeable pop funk".[27]

Accolades

"Treasure" received several nominations. Including Outstanding Song at 2014 NAACP Image Award.[28] In the same year, "Treasure" was one of the Most Performed Songs, according to ASCAP Pop Music Award, winning the award for such.[29] At the 2013 Soul Train Music Awards the song was nominated for Best Dance Performance.[30] The disco influenced song was nominated for Love Song and Single choice of summer at the 2013 Teen Choice Awards.[31] The song earned a nomination at the 2014 NRJ Music Awards for International Song of the Year.[32] According to Mediabase, "Treasure" occupied the 33rd position as one of the most played songs on the Top 40 radio stations in 2013.[33]

Chart performance

In the US, it debuted on the Billboard Bubbling Under Hot 100 Singles chart at number 25 and in Canada debuted at number 98. The following week, the song moved into the US Hot 100 at number 76. It entered the top 40 in its second week on the chart and peaked at number 5.[34] On the following week the song stayed in the same position but it entered the top 10 of radio and extends Mars' perfect top 10 streak on Radio Songs, as all 11 of his entries have now reached the top tier. As a result he tied with T-Pain (11 songs) for the longest career-opening top 10 streak among males dating to the list's December 1990 launch and is now within one of tying Mariah Carey (12 songs) for the best start among all acts.[35] It has sold over 2 million copies in the US as of November 2013.[36] It was certified on August 19, 2013.[37]

In Australia, it debuted at number 28 on the ARIA Charts week of May 19, 2013. In the following week, it climbed to number 17. The third week it peaked at number 10.[38] In France, after the single was released debuted at number 113, and on the following week it moved to number 53 on the chart. It fell to number 56 and on the following week climbed to number 46, currently it is peaking at number 13.[39] In Germany the song debuted at number 91 and on the next week moved to number 25, moving to number 26.

Live performances

Mars has performed the song in several shows. On January 11, 2013, Mars performed "Treasure" and his previous single "Locked Out of Heaven" on Jimmy Kimmel Live.[40] On May 19, Mars began the 2013 Billboard Music Awards with a a performance of the single, "amid a disco ball-strewn set".[41] The website Idolator compared his style during the performance to "Michael Jackson-esque, circa Off The Wall and Thriller".[41] Billboard considered the performance one of the best ten of the night.[42] Bruno Mars performed the song live at the finale of Germany's Next Topmodel, Cycle 8 on May 30, 2013 at SAP Arena in Mannheim.[43][44] The song was also performed on Le Grand Journal on June 6, 2013.[45] The song was performed on the season finale of Season 4 of The Voice, on June 18, 2015 by Mars and his band, The Hooligans.[46] On February 2, 2014 the single was featured as the fourth number in the mini-set medley, in the halftime performance of Super Bowl XLVIII at MetLife Stadium in New Jersey.[47] Mars performed the song live at the 2014 Brit Awards ceremony. The Hollywood Reporter, critique, Ashley Lee noticed that Mars "added few well-harmonized vocal interludes to the song bridge, while reprising the song's vintage-style choreography".[48]

Music video

Development and synopsis

The video was shot in Las Vegas on May 20, 2013, the day after the band's live performance of "Treasure" at the Billboard Music Awards.[49] The female model/dancer in the video is Taja Riley.[50]

The music video was released on June 14, 2013 by Mars personally via his Twitter.[51] The music video of "Treasure" is the third of Mars series to feature simple effects from the late 1970s and early 1980s music videos, with simple choreography, a disco ball and other elements that present the disco era.

The style of the music video greatly resembles those of the band Earth, Wind & Fire, particularly of their song "Let's Groove".[52] Keeping with its 1970s theme, the video is unavailable in HD, and is rather shown in SD quality and 4:3 aspect ratio, deliberately adding visual artifacts such as videotape wear to the footage to bring a retro-feel to it.

Reception

Michael Lopez from The Huffington Post reviewed the video saying "Flossing a bright red blazer and a hefty afro, the part-Puerto Rican crooner looks like he time traveled to a vintage Euro discotheque. But to be honest, the trend works! And it’s certainly helped by “Treasure’s” bouncy beats."[53] While Kyle Anderson from EW states that "We should probably just change the name of this year from “2013″ to “1978,” because there are more sparkly suits and disco guitars than we know what to do with." and that "Bruno Mars has gone full-on Betamax for his new video for the track “Treasure.” It’s all there: The suits, the setting, and the bong-water video effects".[54]

Mars, who choreographed the video, won an award for Best Choreography during the 2013 MTV Video Music Awards.[55] The song was nominated for Outstanding Music Video at the 2014 NAACP Image Award.[28]

Interactive music video

After the release of his music video, Mars and his label with the help of a NYC-based technology agency OKFocus, created a website that integrates fan footage shot using Instagram's video function with the official video. When fans visit TreasureDance.com they'll be presented with an old-fashioned-looking TV — a nod to the retro quality of the "Treasure" video — outfitted with a pair of knobs. When they click play, the official video will begin playing, interspersed with fan footage that has been hashtagged with #treasuredance. Users can click the knobs to skip around footage, as well as click on Instagram usernames to see those dancers' accounts.[56]

"The site looks for videos posted with the hashtag #TreasureDance on Instagram, takes the newest 100 videos and places them in a random sequence alongside Bruno Mars's preexisting music video for Treasure," OKFocus's Chief Technology Officer Jules LaPlace and Creative Director Ryder Ripps told MTV News, adding that the song's "tempo, temperament and general vibe" make it the perfect jam for the project.This is the first such project to be created using Instagram's video functionality, which launched in June.[56]

Cover versions and remixes

American singer-songwriter Max Schneider covered the song along with Megan Nicole. The song was available for purchasing on July 30, 2015.[57] The song was also covered by Filipina acoustic singer Sabrina, her acoustic version, which featured King Pichet, was included on her "Love Acoustic 6" album, released on January 1, 2013.[58] Several remixes of the song were made, including.

Formats and track listing

  • German CD single[59]
  1. "Treasure"  – 2:56
  2. "Locked Out of Heaven" (Paul Oakenfold Remix)  – 5:17
  1. "Treasure (Sharam radio remix)"  – 3:41
  2. "Treasure (Audien radio edit)"  – 3:52
  3. "Treasure (Cash Cash radio mix)"  – 3:28
  4. "Treasure (Robert DeLong radio edit)"  – 2:58
  5. "Treasure (Bailey Smalls radio edit)"  – 3:32

  • 12" picture disc[61]
Side A
  1. "Treasure (Original Extended Mix)"  – 5:22
  2. "Treasure (DJ Kue Paradise Bootleg)"  – 4:32
Side B
  1. "Treasure (Audien Extended Vocal Mix)"  – 5:20
  2. "Treasure (Cosmic Dawn Bootleg Mix)"  – 5:23

Credits and personnel

Recording
Personnel

Credits adapted from the liner notes of Unorthodox Jukebox, Atlantic Records[2]

Charts and certifications

Weekly charts

Chart (2013-14) Peak
position
scope="row" Australia (ARIA)[38] 10
scope="row" Austria (Ö3 Austria Top 40)[62] 15
scope="row" Belgium (Ultratop 50 Flanders)[63] 26
scope="row" Belgium (Ultratop 50 Wallonia)[64] 10
Brazil (Billboard Brasil Hot 100)[65] 35
Brazil Hot Pop Songs[65] 8
scope="row" Canada (Canadian Hot 100)[66] 4
scope="row" Czech Republic (Rádio Top 100)[67] 22
scope="row" Denmark (Tracklisten)[68] 14
scope="row" Europe (Euro Digital Songs)[69] 8
scope="row" France (SNEP)[39] 6
scope="row" Germany (Media Control Charts)[70] 17
scope="row" Hungary (Dance Top 40)[71] 6
scope="row" Hungary (Rádiós Top 40)[72] 4
scope="row" Hungary (Single Top 40)[73] 15
scope="row" Ireland (IRMA)[74] 9
scope="row" Israel (Media Forest)[75] 2
scope="row" Italy (FIMI)[76] 22
scope="row" Japan (Japan Hot 100)[77] 75
Lebanon (The Official Lebanese Top 20)[78] 1
Mexico Ingles Airplay (Billboard)[79] 1
scope="row" Netherlands (Dutch Top 40)[80] 11
scope="row" New Zealand (Recorded Music NZ)[81] 7
Philippines (Over-All Top 20)[82] 6
scope="row" Poland (Polish Airplay Top 20)[83] 1
scope="row" Poland (Dance Top 50)[84] 23
scope="row" Scotland (Official Charts Company)[85] 14
scope="row" Slovakia (Rádio Top 100)[86] 39
South Africa (EMA)[87] 1
South Korea International Singles (Gaon)[88] 6
scope="row" Spain (PROMUSICAE)[89] 26
scope="row" Switzerland (Schweizer Hitparade)[90] 13
scope="row" UK Singles (Official Charts Company)[91] 12
scope="row" US Billboard Hot 100[92] 5
scope="row" US Adult Contemporary (Billboard)[93] 11
scope="row" US Adult Top 40 (Billboard)[94] 6
scope="row" US Dance/Mix Show Airplay (Billboard)[95] 16
scope="row" US Hot Dance Club Songs (Billboard)[96] 14
scope="row" US Mainstream Top 40 (Billboard)[97] 5
scope="row" US Rhythmic (Billboard)[98] 2
Venezuela Pop/Rock General (Record Report)[99] 2

Certifications

Region Certification Sales/shipments
Australia (ARIA)[100] 2× Platinum 140,000^
Belgium (BEA)[101] Gold 15,000*
Canada (Music Canada)[102] 2× Platinum 160,000^
France (SNEP)[103] Gold 75,000*
Germany (BVMI)[104] Gold 150,000^
Italy (FIMI)[105] Platinum 30,000*
Mexico (AMPROFON)[106] 2× Platinum 120,000^
New Zealand (RMNZ)[107] Platinum 15,000*
Switzerland (IFPI Switzerland)[108] Gold 15,000x
United Kingdom (BPI)[109] Gold 400,000double-dagger
United States (RIAA)[110] 3× Platinum 2,400,000dagger^
Venezuela (APFV)[111] 2× Platinum 20,000^
Streaming
Denmark (IFPI Denmark)[112] Platinum 1,800,000^

*sales figures based on certification alone
^shipments figures based on certification alone
xunspecified figures based on certification alone

dagger Since May 9, 2013, RIAA certifications for digital singles include on-demand audio and/or video song streams in addition to downloads.[113] As of November 2013, "Treasure" sold 2 million copies in the United States.[114]

Year-end charts

Chart (2013) Position
Canada (Canadian Hot 100)[115] 34
Germany (Media Control AG)[116] 84
Hungary (Rádiós Top 40)[117] 37
New Zealand (Recorded Music NZ)[118] 44
Switzerland (Schweizer Hitparade)[119] 70
US Billboard Hot 100[120] 30
US Pop Songs[121] 31
US Adult Contemporary[122] 23
US Adult Top 40[123] 27

Release history

Country Date Format Label
United States, Italy May 10, 2013[124][125] Contemporary hit radio Warner Music Group
United Kingdom May 29, 2013[126] Atlantic Records
Germany June 21, 2013[59] CD single
United States August 13, 2013[127] Digital download (remixes)

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External links