It was late August 2016. The MTV Video Music Awards stage was transformed into a neon-pink gym, and suddenly, Ariana Grande and Nicki Minaj were everywhere. If you were online at that time, you couldn’t escape it. The "Side to Side" Grande era wasn't just about a catchy reggae-pop beat; it was the moment Ariana effectively shed the last lingering skin of her Nickelodeon past and claimed her throne as a provocative, high-fashion pop powerhouse.
People still talk about it. Why?
Because "Side to Side" represents a specific alchemy of visual branding and sonic shift that most artists spend their entire careers trying to manufacture. It felt effortless, even though it was a masterclass in calculated marketing.
The Soul of the Side to Side Sound
Max Martin and Ilya Salmanzadeh are the architects here. When you listen to the track, it’s not just a generic radio filler. It’s got that syncopated reggae-pop pulse that felt like a direct evolution from her previous work with Max on My Everything. But there was something grittier about this. It was "Dangerous Woman" in its final form.
The song peaked at number four on the Billboard Hot 100. It stayed in the top ten for weeks. Honestly, it's the chemistry that did it. Ariana and Nicki Minaj have this weird, lightning-in-a-bottle professional relationship that spans multiple tracks—"Bang Bang," "the light is coming," "Bed"—but this was the peak. It’s the vocal layering. Grande’s breathy delivery against Minaj’s percussive, witty verse about "the tricycle" creates a dynamic tension that keeps the listener engaged even after the tenth play.
I remember reading an interview where the producers discussed the track’s formation. It wasn't originally supposed to be the massive single it became. It grew on everyone. The label saw the organic reaction to the Dangerous Woman album launch and knew they had a monster on their hands.
That VMA Performance and the SoulCycle Aesthetic
Visuals matter. You can't talk about "Side to Side" without mentioning the stationary bikes.
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At the 2016 VMAs, the choreography was literally built around spinning. It was a risk. Singing live while pedaling—or pretending to pedal with enough resistance to look real—is a vocal nightmare. But Grande pulled it off. This performance solidified the "athleisure" trend that was already bubbling up in 2016. High ponytails, oversized jackets, and fitness gear became the uniform of a generation of fans.
It wasn’t just a music video. It was a lifestyle launch.
The video, directed by Hannah Lux Davis, has surpassed 2 billion views. Think about that number. 2 billion. That’s a quarter of the planet. The gym setting wasn't just because the song is upbeat; it was a clever play on the song's lyrical double entendres. It kept people whispering, searching for the "hidden meaning" behind the lyrics, which, let’s be real, weren't that hidden.
Breaking Down the Viral Impact
- It became a staple in actual spin classes globally.
- The "Side to Side" Grande look—the pink lighting and gym-chic—became a template for Instagram influencers for the next three years.
- It bridged the gap between R&B and Top 40 in a way that felt authentic to her brand.
Why the Lyrics Caused a Stir
Look, pop music is rarely "clean," but there was something about Ariana singing these specific lyrics that caught people off guard. It was the "walking side to side" line. Lena Dunham famously posted about her reaction to the song's meaning, which sparked a whole news cycle about whether the song was too explicit for her younger audience.
Ariana’s response? A shrug.
She was 23. She was done being Cat Valentine. This song was her declaration of adulthood. It’s important to remember that this was the mid-2010s; the transition from "teen star" to "adult artist" is a minefield. Miley did it with Bangerz. Selena did it with Revival. Ariana did it with this single. It was her most mature offering to date, and she handled the controversy by leaning into the music rather than the drama.
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Technical Brilliance: Vocals and Production
Musically, the song is a F# minor masterpiece. The bassline is thick. It carries the entire weight of the verses. When the chorus hits, the production opens up, adding those synthesized horn stabs that give it a tropical house flair without feeling dated.
Ariana’s vocal runs in the bridge are some of her most controlled work. She isn't just over-singing; she’s using her voice as an instrument to complement the percussion. Most people focus on the high notes, but the mid-range control in "Side to Side" is what actually makes it a vocal coach’s favorite to analyze.
If you strip the song down to an acoustic version, which she has done a few times, the melody still holds up. That’s the hallmark of a Max Martin track. It doesn't rely on the glitter of production to be a "good" song. It has a foundational structure that is rock solid.
The Nicki Minaj Factor
Nicki’s verse in "Side to Side" is arguably one of her best guest features. It’s iconic.
"Young Money, Nicki Minaj, Justin Bieber, bye."
Wait, wrong song. But the energy is the same. In "Side to Side," her flow is relaxed. She matches the reggae vibe perfectly. She brings a certain "cool factor" that balances Ariana’s sweetness. The "curvy" and "swerving" lines became instant captions. It’s the kind of verse that people memorize not because it’s complex, but because the cadence is infectious.
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The two of them together on screen in the video’s sauna scene? That’s pop history. It was a moment of female solidarity in an industry that often tries to pit female stars against each other. They weren't competing; they were collaborating on a vibe.
Long-term Legacy and Re-evaluating the Era
Looking back from 2026, the "Side to Side" Grande era was the precursor to Sweetener and Thank U, Next. It taught her how to handle viral fame and how to use her personal life—or at least the perception of it—to fuel her art.
It also marked a shift in how pop stars interact with fitness and health. Suddenly, being "strong" was the aesthetic. The video wasn't about being skinny; it was about being an athlete. Or at least looking like one while wearing Chanel.
What You Can Learn from This Era
If you’re a creator or a marketer, there are real takeaways here.
- Consistency is king. The pink-and-white aesthetic was everywhere, from her tour visuals to her merch.
- Collaborate with your opposites. Nicki and Ariana shouldn't work on paper—a theater kid and a hip-hop queen—but that’s exactly why it does.
- Subtlety is overrated in pop. The lyrics were suggestive, the video was bold, and the performance was high-concept. It demanded attention.
Actionable Takeaways for Your Playlist and Brand
If you're revisiting this era, don't just listen to the radio edit. Find the live VMA version. Watch the vocal control.
- Analyze the production: Listen to the isolated bassline. It’s a lesson in "less is more" for the verses.
- Visual Branding: Look at how the color palette of the "Side to Side" video influenced her Dangerous Woman tour. It’s a masterclass in cohesive branding.
- Genre Blending: Notice how the reggae elements aren't forced. They are baked into the percussion, not just a surface-level gimmick.
The "Side to Side" Grande phenomenon wasn't a fluke. It was the result of a powerhouse vocalist meeting a legendary production team and a rap icon at the exact right moment in digital history. It remains a blueprint for how to execute a mid-career pivot without losing your core fan base. It’s gritty, it’s polished, and it still sounds fresh a decade later.
Next time it comes on at the gym or in the car, listen to the layers. There’s more going on than just a "tricycle" joke. It's the sound of a pop star becoming a legend.