The “It’s Not Clocking” Justin Bieber Trend
“It’s not clocking” was part of a viral social media trend in June 2025. It refers to a statement made by pop singer Justin Bieber during a clash with paparazzi in which he said, “You’re not getting it, it’s not clocking to you. It’s not clocking to you that I’m standing on business.” Both “clock it” and “standing on business” are phrases from AAVE (African American Vernacular English), although Bieber slightly misused them. Internet users picked up on Bieber’s misuse of AAVE and were entertained by how nonsensical “It’s not clocking to you that I’m standing on business” sounded. After the footage of Bieber went viral, people started making memes referencing Bieber’s statement (specifically, “It’s not clocking to you that I’m standing on business.”). These memes largely joke about using the phrase in other situations, with social media users posting everything from lip-syncs and parodies to pictures from shows and movies with Bieber’s quote attached. Here are some examples of the “it’s not clocking” meme: X user @slayyyter posted a picture of Carrie Bradshaw from Sex and the City with the caption, “when it clocks to you that he’s standing on business.” X user @helen posted, “if it’s not clocking to you and i’m standing on business…then who’s flying the plane?!” X user @ali_sivi made a post reading, “mr. gorbachev it’s not clocking to you that i’m standing on business.” X user @croissantom posted a picture of young Coriolanus Snow in The Ballad of Songbirds and Snakes with the caption, “LUCY GRAY, HAS IT EVER ONCE CLOCKED TO YOU THAT I’M STANDING ON BUSINESS”. X user @iamntyrell reacted directly to Bieber’s misuse of AAVE, writing, “Black folks really have other groups of people sounding crazy trying to keep up.”
What does “It’s not clocking” mean?
“Clock it” means to notice or understand something. “It’s not clocking” comes from the AAVE phrase “clock it,” which refers to making an observation. When you “clock” something, you see or pick up on it clearly! So, in the context of Bieber’s statement, “it’s not clocking” means they (the paparazzi he confronted) aren’t noticing something. Example: “Did you clock that fake Rolex he’s wearing?” Example: “I clocked them from across the room—they were totally flirting!”
“Standing on business” means doing what needs to be done. In AAVE, “standing on business” is another way to say you’re standing up for your principles or focusing on your responsibilities and commitments. Thus, Bieber’s statement seemed a little funny to internet users, who weren’t entirely sure what he meant by, “It’s not clocking to you that I’m standing on business.” Bieber might’ve been trying to say that the paparazzi couldn’t tell how serious he was. But, either way, “standing on business” may not have been the best way to describe trying to leave a place privately.
Origin & Spread of the “It’s Not Clocking” Meme
Bieber originally made the “It’s not clocking” statement on June 12, 2025. He was recorded by paparazzi while leaving the Malibu Soho House on the 12th, asking the paparazzi to stop asking him questions and taking his answers out of context. During this interaction with the paparazzi, Bieber said, "You’re not getting it. It’s not clocking to you. It's not clocking to you that I'm standing on business, is it?" Page Six was one of the first publications to break and spread the story around, posting videos and photos of Bieber. YouTube channel The Daily Stardust also posted an extended video of Bieber’s confrontation with the paparazzi soon afterward as the story broke across the internet.
Bieber got increasingly upset with the paparazzi during the confrontation. At one point, he said, “We’re gonna set boundaries here today. I’m not afraid to set boundaries,” and “I’m a real dad, a real husband, a real man.” After some of the paparazzi laughed at his remarks, Bieber went on to say, “I don’t know who the f***s paying you to provoke me, but I’m not the one.” Although the Daily Stardust video described Bieber’s interaction as the “Justin Bieber Meltdown,” social media users were concerned for him (even as they were entertained by “It’s not clocking”). Bieber’s confrontation with the paparazzi served as a reminder of how difficult life in the spotlight can be and the invasive nature of paparazzi, with some social media users expressing worry for Bieber’s well-being.
Internet users quickly began quoting Bieber in memes. It took barely a day or two for the memes to start rolling in, with social media users highlighting the phrase “It’s not clocking to you that I’m standing on business” in their posts. For instance, X (formerly Twitter) user @nobmakis posted a clip of Bieber saying the infamous “It’s not clocking” phrase on June 14, and got over 270,000 likes in 2 days. X user @sisismss made another popular June 14 post, writing, “Its not clocking to you that im standing on business…when the tea finna gag chile the house down boots…” to make fun of Bieber’s mismatched AAVE slang. On June 15, TikTok user @zeinaboucoulibaly posted a video lip-syncing to the “It’s not clocking” sound with the caption “It’s not clocking to you that I’m standing on business is it” (and adding, “I feel bad for Justin but this sent me”).
Justin Bieber’s Response to the Meme
In July 2025, Bieber dropped a song in response to his viral meme. On July 11th, 2025, Bieber released SWAG, a brand new, highly anticipated album. One of the album’s tracks is called “Standing on Business,” and it’s a spoken-word interlude with audio from the confrontation along with input from comedian Druski. The audio used includes Bieber’s infamous line: “You’re not getting it. It’s not clocking to you. It’s not clocking to you that I’m standing on business, is it?” In the track, Druski says, “I like that you pronounce business. Usually, when I say, ‘Standing on business,’ I say, ‘Standing on bid-ness.’ I don’t say, ‘Standing on business, bro.’” All in all, Bieber seems to have accepted his unintentionally iconic line; he has even referenced it when responding to fans’ Instagram stories, so clearly, he doesn’t mind playing along with the joke.
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