Justin Bieber : Company - Promotional Video Deconstruction

JUSTIN BIEBER

Justin Bieber,  one of the worlds best-selling music artists, is a Canadian singer/songwriter and was discovered in 2008 after uploading music covers on to Youtube. He first signed to RBMG Records and released his first EP in 2009 and a year later released his first album My World 2.0. both albums certified platinum in the us but my world 2.0 was certified triple platinum.

Justin was the first artist to have seven songs from a debut record, chart on the Billboard hot 100. he also had a 3D biopic-concert film names 'Justin Bieber; Never Say Never.' 

In 2011 he released his second studio album Under The Mistletoe which debuted at number one on the Billboard 200. A year later he released his third studio album Believe.

Finally in November 2015 he released his fourth studio album Purpose; containing 3 number one singles including; 'What do you mean?', 'Sorry' and 'Love Yourself'.

After the release of Purpose, Justin was also featured on several very successful collaborations; Cold Water, Despacito and I'm The One. 

Bieber is now one of the most powerful celebrities according to Forbes magazine.

Reference:https://en.wikipedia.org/wiki/Justin_Bieber

Island Records

American record label group that was formed in 1998 and has combined over 14 record labels including the following; Island records, Def Jam Recordings and Mercury Records. 

With a vast majority of genres and no particular focus, they have a large artist portfolio in the US.

The Universal/Motown Records Group split (Motown Records left) in 2011 and then The Universal Records Group decided to form an alliance with Island and Def Jam Records.

The Island Def Jam Group has just under 40 Successful artists, some examples are;

• August Alsina
• Big Sean
• DMX
• Elton John
• Jay Z
• Kanye West 
• Justin Bieber
• Rihanna
• Nick Jonas

References:https://en.wikipedia.org/wiki/The_Island_Def_Jam_Music_Group

RBMG Records

Founded in 2008, The Raymond Braun Media Group is an Ameriacan media and record company. Created by Usher Raymond (R&B Artist) and Scooter Braun (School Boy Records), the label focuses mainly on Pop, R&B, HipHop and Dance music. 

It's parent companies include the Universal Music Group and The Island Def Jam Music Group. Def Jam also distribute all material by RBMG. the labels first release was Bieber's debut EP My Word.

RBMG also ventured outside of the US and signed huge Korean artists PSY and G-Dragon.

Reference: https://en.wikipedia.org/wiki/RBMG_Records

Justin Bieber - Company

The Lyrics

Can we, we keep, keep each other company?

Maybe we can be, be each other's company

Oh, company

Let's set each other's lonely nights

Be each other's paradise

Need a picture for my frame

Someone to share my reign

Tell me what you wanna drink

I tell you what I got in mind

Oh, I don't know your name

But I feel like that's gonna change

You ain't gotta be my lover for you to call me "baby"

Never been around, no pressure. Ain't that serious?

Can we, we keep, keep each other company?

Maybe we can be, be each other's company

Oh, company

It ain't about the complications

I'm all about the elevation

We can keep it goin' up

Oh, don't miss out on us

Just wanna have a conversation

Forget about the obligations

Maybe we can stay in touch

Oh, that ain't doin' too much

You ain't gotta be my lover for me to call you "baby"

Never been around, no pressure. Ain't that serious? No.

Can we, we keep, keep each other company?

Maybe we can be, be each other's company

Oh, company

Can we be, can we be, be each other's company,

Be each other's company,

Just be each other's company,

Be each other's company?

Can we, we keep, keep each other company?

Maybe we can be, be each other's company

Oh, company

The Synopsis

The 'performance' music video has no apparent storyline but is rather a montage of Justin's Purpose tour concerts. Throughout the video he is alone but once the song reaches the bridge, he is seen in footage having fun with crew, friends and fans.

Lyrics Analysis

Repetition of the phrase 'can we, we keep, keep each other company' several times during the song may emphasise the fact, that he is lonely and is craving company.

Mise-En-Scene

Costume  & Makeup

Justin Biebers's clothing changes throughout the music video as it is a montage of time during his tour. Therefore I chose 3 outfits he wore the most throughout the music video. 

Setting

Key Shots, Camera Transitions, Edits

One of the first scenes consists of a graphic match cut and I think that this is a very effective shot and edit as it is a creative way to show how Justin's life moves at a pace just as fast. it is used as an establishing shot for those particular scenes and shows how fast time goes by.

Focus Group:

"I love how the camera is positioned behind him as you can see him and his surroundings."

"I think the transition from a dark setting to a bright, white sunlit setting looks really good as they contrast each other well."

Much of Justin's fan base like him mainly because of his looks as well as his music, as shown below. Therefore, I think starting the music video with an upwards tilt, is highly effective in showing off Justin's body and entices the viewer to keep watching.

Comments from fans on the music video for Company.

I think this is very effective use of zoom as its used to follow Justin in to the studio. Zoom is commonly used to showcase calm events taking place and here it shows part of the song making process as relaxed.