Justin Bieber’s “All That Matters” guerrilla-style music video atop the Great Wall of China has left some kvetching about seventh century B.C. fortification defilement, but the 19-year-old’s popping, locking, drop-crotch rocking display has apparently delighted Chinese authorities.
The intentionally, informally shot clip leaked online one day (Oct.15) after Bieber officially dropped the Diplo-produced, second single from his Music Mondays series. In it, the teen singer coos over a cute baby, “grinds” on a bashful, female tourist, pelvic thrusts over the UNESCO World Heritage site, and gets intense in a cable car.
In short, it was swag central — in a good way. And China agrees, according to TMZ.
The celebrity website got hold of a rep from the local Chinese embassy who passed on the not-at-all-obvious news that Bieber’s “All That Matters” showcase will boost tourism to the Great Wall.
Translation: more renminbi — or, as most know it — lots of yuan.
This appreciation may not console Alfredo Flores, who directed the music video. Taking to Twitter after the leak to air his frustration he vented,
“I hate leaks. You work so hard on something and then people see it at opposed to 100 like intended.”
The hip hop styled dance-fest appears to be filmed during Justin’s visit to China on the Asia leg of his Believe tour. However, footage of the heartthrob being lifted up steps by two huge bodyguards didn’t make the cut in the music video (if this is the final edit.)
Photos of the security assist prompted criticism from some fans, across the Internet and elsewhere — despite probably being a lark — accusing Bieber of diva-esque behavior. At the time the “Baby” star didn’t comment on the furor, but if his Great Wall trip makes it into his upcoming concert-movie Believe all may be revealed.
Meanwhile, “All That Matters” soared to #1 on iTunes US and 57 iTunes charts around the world on its release, echoing Bieber’s first Music Mondays single “Heartbreaker” which topped 70 at its peak. Speculation that both songs are about his ex-girlfriend Selena Gomez continues.
The 10-week series ends on December 9, neatly dovetailing the December 8 wrap of the Believe tour and the build to the Christmas Day debut of the Jon M. Chu-helmed Believe feature. A teaser arrived last Friday as a reward to fans for the success of “Heartbreaker.” Another is expected this week.
Team Bieber’s promotional drives — #MusicMondays,” and “#FilmFridays” — have earned praise from some observers. Bill Werde, editorial director of music trade Billboard, remarked on the teen singer’s “maturation” as a songwriter while noting his manager Scooter Braun’s Journals campaign as “blazing trails” for retail strategies.
No doubt the Ming Dynasty would approve.
— Bill Werde (@bwerde) October 14, 2013
Take a listen to the full “All That Matters” audio below.
[Update: Bieber has now posted the visual video on his Kidrauhl account with a notable featured artist.]