Justin Bieber is pop culture’s living, breathing Truman Show. Fittingly, the superstar’s release of the official music video for his slinky R&B-Pop cut “Company,” the fourth single from his platinum album Purpose, is a mesmerizing romp through the life of Justin Bieber.
The nearly three-and-a-half minute documentary-style video was produced, directed, and edited by videographer Rory Kramer. It immerses viewers in a year’s worth of footage and is a visual deep-dive in what it’s like to be Justin Bieber. Or, at least, on the road with him on his current Purpose World Tour.
The “Company” video delivers blonde hair porn for days, phenomenally edited footage mixing locations such as the Biebs’ favorite skateboarding hangout in Los Angeles, those pre-Purpose release events at the Staples Center, panoramic views in Santorini, Greece, the Biebs goofing around on his Purpose promo tour in Sydney, Australia, recording “Company” in a studio, snowboarding on Bear Mountain, a reveal of the photo shoots for his Billboard cover story, a Purpose World Tour vignette, his latest Calvin Klein underwear campaign, and a peek at the Kramer-directed “I’ll Show You” video in Iceland.
Check out the music video here.
There’s a behind-the-scenes look at the Biebs’ borrowed Purpose Tour pre-concert “ducks quacks” ritual, a glimpse of performances, cameos of the pop icon’s celebrity pals, including Kanye West, Floyd Mayweather, Skrillex, Martin Garrix, Diddy, and the singer’s little sister Jazmyn pops up too.
But, the standout quality of the visual is the sense that we’re seeing the real Justin Bieber. The tabloid persona that the media orgies over is washed away in a tsunami of images of the 22-year-old smiling, crying, looking thoughtful, pensive, being playful, being happy, giving lots of hugs, and basically coming across as a normal human being who has a full range of emotions.
Capturing the humanity of Bieber is a key feature of Kramer’s candid-centric work with the Canadian star to date. Shortly after the “Company” video dropped, Kramer shared a snippet on his Instagram feed.
— ET Canada (@ETCanada) June 8, 2016
In his lengthy caption, the filmmaker said that he’d felt “alone and uninspired” when he “decided to go through a year’s worth of clips” before editing.
He went on to say that he’s become “great friends with [Bieber] someone who has to deal with a lot of bullcrap” and that he wanted the video to “show people the real side of such a kind hearted soul, someone who has done a lot for me in just a year’s time.”
Kramer also revealed Justin had the “biggest smile on his face” when he watched the “Company” video for the first time.
In a press release, Bieber said, “Personally, I love this video because it’s an honest look at my journey. The process of putting together this album and this tour — surrounded by people I love to be with — has been really special.”
The heartthrob added, “I’m proud of it, it’s been a lot of fun and lot of hard work, and I think that really shows.”
Previous hits from the over 4.5 million-selling Purpose include “What Do You Mean?” “Sorry,” and “Love Yourself.” The album has been streamed more than 8.4 billion times. Earlier this year, it was reported that “Company” is no longer being pushed as a single at radio. Whether or not the new music video changes things remains to be seen. Either way, the visual is an interesting, emotive piece of film-making about Bieber’s highly successful Purpose era.
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— billboard (@billboard) June 9, 2016
— ANDPOP (@andpop) June 8, 2016
— PAPER Magazine (@papermagazine) June 9, 2016
— MTV News (@MTVNews) June 9, 2016
[Photo by Chris Pizzello/Invision/AP Images]