Okay, I have a confession to make.
I like Justin Bieber.
I wouldn’t go as far as to say I was a ‘Belieber’. But I do like him.
There, I said it. And now we can move on and look at ‘Beauty and a Beat’-his latest music video.
If I could describe this song in three words, it would be ‘fun’, ‘carefree’ and ‘catchy’. The video opens with writing which states; ‘In October of 2012 three hours of personal footage was stolen from musician Justin Bieber. The following footage was illegally uploaded by an anonymous blogger’. It then cuts to a series of behind-the-scene clips which will be hungrily devoured by his diehard fans, who crave that insight into his personal life.
In the video, Bieber is at a party, with most scenes taking place in a swimming pool at Raging Waters in San Dimas, California. He takes the shooting of the video into his own hands and the camera goes everywhere with him; pool-side, in the shallows, and even underwater. Nicki Minaj makes an appearance halfway through the song, dressed in pink, and provides her usual touch of insanity, telling us while she sings at Bieber; ‘I gotta keep an eye out for Selena’.
What interests me in this song however, is Bieber’s continuing transition from the boy who sang ‘Baby’ in early 2010, to the much more mature artist in this song, and indeed of recent months. This video looks like he’s having the time of his life, which I assume he probably is. Love him or hate him, he has masses of talent, and this song continues his journey in becoming a music icon.