Justin Bieber - Company

What this video is

Released June 8, 2016, at the commercial and cultural apex of Justin Bieber's Purpose era — the album cycle that rehabilitated his public image following years of tabloid controversy. The video's documentary travelogue format mirrored the broader 2010s shift in pop music video production toward social-media-native, parasocial intimacy: raw, handheld, and ostensibly unscripted. By deploying his personal videographer…

Why it matters

Company represents a landmark in the documentary music video subgenre, collapsing the boundary between personal vlog and official visual release. Its production approach — a single personal videographer compiling candid global footage rather than a staged production — prefigured the dominant mode…

The director

Rory Kramer (born June 1, 1984, Indiana, USA) is an American videographer, photographer, and director. He gained industry traction through his work with electronic artists including Avicii and 3LAU, before becoming Justin Bieber's personal videographer. He…