This Justin Bieber thing isn’t dying anytime soon—he’s simply here to stay, whether we like it or not. His newest video, “Boyfriend,” debuted Thursday and racked up 8 million YouTube views in its first 24 hours, breaking the record set by Rihanna’s video “Where Have You Been” by some three million views. It’s now closing on in 25 million views in just under a week and the march to 300 million is inevitable.

[via MTV and Perez Hilton]