It's been quite a while since Justin Bieber has been in the news for something other than his assortment of misdemeanors and wild antics. The new single that he's worked on, however, may be signaling of the start of a new Bieber era.
"Where Are Ü Now", the Jack Ü (duo of Skrillex and Diplo) smash hit, has been taking over the summer radio waves, with the immense help of Justin Bieber's vocals. What's kept the song sizzling is its music video that dropped recently.
Justin Bieber starts off as the centerpiece, doing the typical dramatic lip-syncing in front of a dark background. The camera cuts over to an art museum-esque location while a bunch of fans start to pile in. They begin to write on tiny pictures on the wall that look like little screenshots from the Justin Bieber sections. It's when the chorus chimes in that we're treated with the true beauty of this production.
As the beat bumps on, hundreds of those fans' drawings are displayed rapidly on the screen.
He's then splashed with electronic paint. The splashes and brushstrokes transform the lone pop star into a masterpiece.
The video is at its best once Bieber relinquishes his role as the ringmaster. He is at will to the hundreds of fans that came in for the day, and he has no control over what they're doing to him. That surrender of creative control, in a world where your image as a celebrity is everything, is quite brave in my opinion.
It's been a while since Bieber has been associated with anything positive. Once his public image began to go down the toilet, so did his album sales. He dropped the compilation album Journals back during the holidays in 2013, but its sales paled in comparison to his earlier projects. His first album, My World 2.0sold 283,000 copies and went on to go triple platinum in the United States. His second album, Believe, was right behind it, selling 374,000 copies its first week and going platinum in the United States. Journals, his current album, was off to a sad start, selling only 100,000 its first week (and apparently, no one know how many copies Journals has sold since.) It's safe to say, though, that there are probably reasons behind it that Bieber won't share.
Many moons have past since Bieber was last connected to a hit, and many more since he's been associated with a song that's praised for its artistic vision. This video is the perfect stepping stone for Bieber to transform into a more mature artist.
You know, besides throwing eggs at his neighbor's houses.
So don't be surprised if you see more Bieber on the Billboard charts, and less Bieber on TMZ. I'm calling it now.