Justin Bieber - That Should Be Me ft. Rascal Flatts

What this video is

Released in early 2011 at the apex of 'Bieber Fever,' this video documents a calculated genre crossover between Justin Bieber's teen pop dominance and Rascal Flatts' country mainstream appeal. The collaboration appeared on Never Say Never: The Remixes and was strategically debuted on ABC during a Rascal Flatts primetime special, signaling deliberate multi-demographic audience targeting. Bieber's…

Why it matters

A landmark early example of country-pop crossover in the streaming/social-media transition era, predating the genre's later mainstreaming. The video formalizes the 'studio session as music video' documentary format within the mainstream teen pop pipeline, and represents Island Def Jam's deliberate…

The director

Mark Kalbfeld is a music video director credited on IMDB and IMVDb for directing the 2011 official music video for Justin Bieber's 'That Should Be Me' featuring Rascal Flatts, released under The Island Def Jam Music Group.