This video is genius and a massive statement of just how far Bieber’s rebranding as a credible musician has come.
Artists such as Bieber, who have traditionally relied heavily on mainly teenage, mainly female demographics, tend to only put out videos which feature themselves looking cute/hot/attainable/everything you’ve ever dreamed of.
This is a part of fanservice, where a video is aimed more at keeping existing fans sweet and excited on social media rather than branching out to a wider crowd.
This video right here is the exact opposite of fanservice. This is Bieber putting out a song and relying on the merit of the music alone to get plays and listens. This video focuses on the musicality of the record, rather than the Bieber brand. The dancers dance to the music, not to or around or for him. The lyrics, which could so easily have resulted in a video with a Mary Sue model and an apologetic Bieber doing awkward “I’m sorry” hands, have been allowed to stand alone and the ambiguity of the video and its connection to the lyrics leaves the whole song much more open to interpretation.
It’s a bold and confident statement from Bieber. He’s here for his music to be taken seriously now. He doesn’t need to rely on his image as a teen heartthrob anymore. He doesn’t even need to appear in his video. He just needs us to listen and start dealing with the fact that us non- Beliebers have got a whole lot of soul searching to do. Because I never thought the day would come when I would say that Justin Bieber makes good music... but it has and he does.
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