This document discusses Justin Bieber's 2015 album "Purpose" and its marketing campaign. It analyzes the common elements across the album cover, website, and music video for the song "What Do You Mean?" Specifically, it notes their similar dark color schemes and natural settings, as well as Bieber being the central focus. However, it finds the music video significantly brighter than the other elements. The document concludes the campaign was not that successful as it is now two years later and the reviewer has not heard of the album or any of its songs.

1. JUSTIN BIEBER
‘Purpose’ music campaign

2. WEBSITE

4. ‘Purpose’ (2015) JB’s most recent album

5. MUSIC VIDEO

7. What conventions have been used between the
three? What do they have in common? What is
similar about them and why?
• The colour scheme across all three are similar: use of dark
colours, such as black, grey and beige.
• In addition to this, the campaign predominately use the
same mise-en-scene.The music video and album cover both
utilise the natural earth; rock formations, dirt, sand etc.
• In addition to this, the artist himself, Justin Bieber, is the main
focus in all products of the campaign, as he is his own USP.

8. What is the overall goal, message and/or message
image the company is trying to portray?
• Solitude
• Isolation
• Loneliness

9. Is there anything different? Why?
• The music video is vastly different to both the
website and the album cover; it is significantly
brighter
• In addition to this, not one single female can be
found on both the album cover and the website. In
the music video alone, there are four.

10. Do you believe this to be a successful campaign? If
so why?
• I don't believe it was that successful as a campaign.
• 2 years old- have not heard of it or any of its
songs
• Little promotion/mention on website, had to
google it.