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It’s official. Justin Bieber has gone full-Beyonce on us and we love it.
The Canadian pop singer released his highly anticipated fourth studio album Purpose on Friday and surprised fans with 13 new music videos to accompany the disc titled Purpose: The Movement.
Teaming up with New Zealand choreographer Parris Goebel, the mastermind behind the video for Sorry and the all-female dance crew ReQuest featured in the video, Bieber has cemented his new album as one of the biggest artistic endeavors of the year in mainstream media.
After shooting the Sorry video over two days and sending it to Justin’s team, Bieber contacted Goebel to shoot twelve more videos to round out Purpose: The Movement.
Justin bookends Purpose: The Movement, first appearing in Mark My Words, with an emotional monologue playing over the start of the video. In it, Justin says he felt like he lost his purpose for a while and wants to help others find their purpose in life, hence the inspiration for the album name. The video then shows Justin standing on top of the same yellow piano we first saw in the trailer for Purpose, with sheets of music scattered around him in the desert.
The young singer doesn’t appear again until at the end of ‘The Movement’ in the video for Purpose. Surrounded by five female dancers wearing leather scraps, Justin is wearing the same outfit of a white t-shirt with torn jeans and a denim jacket from Mark My Words. The dancers hang off Bieber in an emotional performance, before scattering and leaving a solo Justin as the final image of ‘The Movement’.
Big Sean, Travi$ Scott and singer Halsey all make appearances in their collaboration videos for Purpose, though the trio leaves the dancing to the pros in No Pressure, No Sense, and The Feeling. Skrillex and Diplo also pop up in the beginning of the video for Where Are Ü Now, but don’t let their terrible acting cause you to skip the video. It’s full of incredible break dancers who make grocery shopping look fun.
Bieber isn’t the first big name pop artist that Goebel has worked with. Her incredible resume also includes Nicki Minaj, Janet Jackson, Jennifer Lopez, Nicole Scherzinger, and Beyonce. Goebel describes her dance style as ‘Polyswagg’, “combining sassy woman fire with aggressive inner strength“.
The new project with Bieber and Goebel explores a variety of dance forms, from contemporary to popping and locking to possibly our favourite new genre, Polyswagg.
In addition to Sorry, Goebel’s dance crew ReQuest appears in the videos for What Do You Mean, a brightly coloured dance party of Clueless meets Mean Girls, as well as No Sense. Goebel also takes on most of the heavy lifting in Company, performing a duet with a male dancer for half of the video.
Bieber’s Purpose: The Movement is an incredible expression of art through dance, with Bieber and Goebel creating a series of videos featuring dancers of all sizes and ethnicities to create a work of art that will speak to Belieber’s around the world. Purpose is the result of Bieber’s very public growing pains and with Purpose: The Movement, Bieber has created a body of work worthy of forgiveness.
1. Mark My Words
2. I’ll Show You
3. What Do You Mean
5. Love Yourself
7. No Pressure feat. Big Sean
8. No Sense feat. Travi$ Scott
9. The Feeling feat. Halsey
10. Life Is Worth Living
11. Where Are Ü Now feat. Skrillex and Diplo