Justin Bieber - What Do You Mean？

What this video is

Released on August 30, 2015 — immediately after Bieber's emotionally charged live VMA performance — 'What Do You Mean?' marked a definitive turning point in Bieber's public image from troubled teen star to mature pop auteur. The video's cinematic ambition, signaled by hiring Hollywood feature director Brad Furman, was a deliberate industry statement. It debuted at #1 on the Billboard Hot 100, making Bieber the…

Why it matters

Landmark artifact of mid-2010s mainstream pop's cinematic music video era. Represents the convergence of feature-film production grammar with pop video format — a trend epitomized by the 'A film by...' title card convention. Documents the tropical-house genre's mainstream breakthrough and the…

The director

American film and music video director, producer, and writer. Earned a BFA in film and TV from NYU's Tisch School of the Arts. Feature film credits include The Lincoln Lawyer (2011), Runner Runner (2013), The Infiltrator (2016), and City of Lies (2018).…