Omah Lay & Justin Bieber - Attention

What this video is

Released March 4, 2022, via SIRE/Warner Records, 'Attention' arrived at a pivotal inflection point for Afrobeats' global crossover. The collaboration between Nigerian Afro-fusion artist Omah Lay and Canadian pop superstar Justin Bieber exemplified Western pop's growing embrace of African rhythms, following Bieber's earlier feature on Wizkid's 'Essence' remix. The video, shot on a cold winter night at a sprawling…

Why it matters

A landmark Afrobeats-pop crossover artifact, 'Attention' demonstrated the commercial and aesthetic viability of blending Nigerian Afro-fusion production (HARV, Avedon) with global pop star power. The video's warm, bonfire-lit communal aesthetic became emblematic of early-2020s Afrobeats visual…

The director

Colin Tilley (born June 27, 1988) is a Grammy-nominated, self-taught American music video director and filmmaker born and raised in Berkeley, California. CEO and owner of Boy in the Castle Productions, he has directed over 300 music videos for artists…