Justin Bieber - Yummy

What this video is

Released January 4, 2020, 'Yummy' marked Justin Bieber's first solo single in nearly four years, serving as the lead single for his fifth studio album 'Changes' on Def Jam Recordings. The video launched simultaneously with an aggressive multi-platform promotional campaign — including Bieber's debut on TikTok, multiple alternate video versions, and limited-edition physical releases — that sparked widespread media…

Why it matters

A landmark of early-2020s pop-R&B visual production, 'Yummy' exemplifies the transition toward short-form-optimized editing rhythms — averaging 1.42 seconds per shot — in major-label music videos. Its warm, saturated maximalism and dance-ensemble staging reflect the convergence of TikTok…

The director

Canadian-born, Vancouver-raised self-taught filmmaker and digital native who began his career as a visual content creator at Vogue before leaving in early 2018 to pursue freelance directing. Known for vibrant textures, playful maximalism, and a social-first…