Justin Bieber - All That Matters

What this video is

Released December 2, 2013, as part of Bieber's 'Music Mondays' weekly single campaign — a 10-week digital release strategy leading to the Journals compilation — 'All That Matters' and its music video functioned as a calculated image-repositioning artifact. The dark, high-fashion, R&B-intimate visual language directly echoed the aesthetic register of The Weeknd and Miguel, artists cited by MTV critics as Bieber's…

Why it matters

Represents a key transitional document in mainstream pop's early-2010s assimilation of dark R&B aesthetics (post-Weeknd 'Trilogy' era). As the first Music Mondays track to receive a full music video treatment, it signaled a new commercial and artistic model for digital-first single campaigns. The…

The director

Colin Tilley (born June 27, 1988, Berkeley, California) is a Grammy-nominated, self-taught American music video director, commercial director, and filmmaker. CEO/owner of Boy in the Castle Productions. Has directed 300+ music videos for Kendrick Lamar,…