What do you mean – Justin Bieber

The video starts with an establishing of a Motel set in Southern America which is situated in a rainstorm in the early hours of the morning. After the establishing shot there is a close up shot of the dealers hand and Justin Bieber’s hand which convey a transaction which is supported by the exchange of cash and a gang marked cigarette lighter. Therefore this marks Justin Bieber to have most significance and he clearly has

most screen prevalence throughout the video as he is also stereotypically portrayed for being the ‘modern’ ultimate male. He is also dressed in the latest clothes that also portrays him for being a pop star as himself and the song may lead him to set new fashionable trends for the future. Therefore by doing this makes the video more memorable as he is creating almost a USP for his new single, this typical code of costume also represents the ‘male’ figure in the music video as he is seen to be heroic as seen later on for when he saves himself and what seems to be his girlfriend from kidnappers. Justin Bieber is trying to shift his persona from a young teenager to an adult, we can see this when the narrative of the music video is based around a cigarette lighter which is normally associated with adult smokers. Therefore he wants to shift his image from being a talented young kid to a successful affluent adult artist.

The next scene begins with a close up of Bieber’s face as he enters the room, which also fits the pop genre, and throughout the bedroom scene there are a mixture of mid shots and close ups looking at both male and female torso’s which can be seen as voyeurism to gain erotic attention from the viewer. Also Goodwin’s theory supports this video as the lyrics matches his gestures and environment he is set in, therefore the idea that Bieber is setting comes across to the viewer as an easy narrative to follow which also can lead to the fact that Bieber is aiming at a wide demographic audience. Also having sexual scenes are added to make Bieber’s demographic profile satisfied with his new release.

As the plot intensifies rapid editing is introduced in order to keep the pace of the video in time with the music. Therefore the song matches the editing which makes it interesting to watch as well as matching the genre of pop as most videos of the pop genre use this

technique in order to portray their image in a certain way but also to keep the story flowing throughout the video.

The Star Image that Justin Bieber wants to convey is of a grown up adult as I have referenced already, however instead of the cigarette lighter as a reference to his change from teenager to adulthood he also has oral sex that conveys he is entering his new era of his persona. Other artists have also done this such as Brittany Spears and Miley Cyrus in which they appeared on children’s television and now that have juxtaposed the first image of themselves for being children friendly to young rebelling teenagers and adults. Therefore Justin Bieber is following a similar path as he was a young harmless prosumer to a world known artist within a couple of years. Therefore the shift of 2 years has seen Bieber take advantage of his fame to the extreme which is clearly shown in the music video.