Justin Bieber's new album "Purpose" promotes a more mature image through a minimal black and white album cover showing his face and body art. The album's songs discuss love, heartbreak, and owning up to past mistakes. This narrative is continued in the black and white music video that features intimate scenes with various women. Bieber's website complements the album with its similar black and white coloring and prominent display of the "Purpose" name. Together, these products present a cohesive message that Bieber has a new purpose in life found through love while still appealing to his core audience.

1. Music
Campaign

2. Justin
Bieber technically
pop. But he's become
really expansive in
his sound, and he's
caught on to the
popular wave of the
electronic sound and
the whole new
Electronic DJ sound
trend. In fact, I think
he even was a part of
creating that trend by
teaming up with the
DJ’s that he did and
creating those great
club songs.
Justin Bieber
What genre is his music ?

3. Who do you think is the
target audience and why?

4. In my point of view Justin Bieber's music target audience is mainly aimed at the younger
female sector of the target market. Anybody between the ages of 12-50 as it is a pop music so
is made to appeal to a large audience, but due to the singer's style and types of songs
produced the main focus is on the teenage girl section 12-18 and propably early adult years
19+.
It's called "Bieber Fever"

5. Justin Bieber's Unique Selling Point
In my point of view
Justin Biber's Unique
selling point is hiw
unique life story in
combination with his
tallented skills. Bieber's
story so far is the
modern day fairytail
proof that anything is
possible with a YouTube
account. Just seven
short years ago, Justin
Drew Bieber's mum
uploaded videos of him
singing on the internet.
As luck would have it, in
2008 he was discovered
via these videos by
Scooter Braun, who
signed him and he
became a mega star.

6. Website
• The home page of justin Bieber's website it
is fairly basic as the main colours of the
website are black and white. This reflects to
the purpose album which further follows a
rustic theme as uses fond to give the illusion
that it's been handwritten.
• Furthemore the ink to the iTunes is a very
important feauture as it
enables audiences to be able to buy the
purpose album easily and quickly, which is
not only good for audiences as it is fairly
good for the artist as it enables audiences to
be primarly more included to buy the
access which will therefore lead to higher
sales for the artist.

7. Album
Purpose doesn't particularly follow up
on the advances suggested by his previous
release, the
2013 R&B experiment Journals. That reco
rd was Bieber's first attempt at
casting himself as an adult, but its efforts,
alternately curious and anonymous, went
largely unnoticed. For
its part, Purpose mostly suggests that
Bieber's idea of "adulthood" is the ability
to convey
pettiness without emotional intelligence.
On new single "Love Yourself", an Ed
Sheeran co-write that also functions as a
gentle kiss-off, Bieber sings "If you like
the way you look that much/ Baby,
you should go and love yourself." Lyrically
it's needlessly mean, neither funny nor
clever, and it doesn't do much to
justify the severity of its perspective.

8. My Persepctive :
• From the way that it looks I would say that the target audience that it focus
on are teenagers and adults. The lack of text shows that he is propably
already popular and he doesn't need to put his name on the album.
• Moreover The picture of the album is a portrait of the artist in black and
white. The classic narrative of colours links perfectly together with the body
art of the portrait and the body pose. The body pose of Justin Bieber praying
connects with the name of the album'Purpose".
• Also The body painting seems like some religious symbols that they also
link with the whole picture. Furthermore this spesific album is an
alternative choice as his music albums are usually more classic with
brighter colours.
• By looking at the album I expect to listen to a different style like I am
usually used to listen to pop music from his albums. I expect to listen
to a modern version of his music like a combination of pop and RNB.

9. Video Clip
• On the album, Justin sings a lot about faith, love and
heartbreak, but most notably, he is owning up to his mistakes,
reminding us, time and time again, that he is not perfect.
• This narrative was what I was expecting from the music video.
• Moreover the lyrics are really meanighful.For example "But I
won't let me lose you/ And I won't let us just fade away/ After all
that we've been through/ I'ma show you more than I ever could
say." In my point of view the song as a whole is about how
someone's love gives Bieber purpose.
• Through the video the fact that Justin feels that way about
someone is being pictured by his face expressions and the fact
that different girls come around him, hug him and trying to get
close to him.
• I expected to see that through the video as the word purpose is
very meanighful.

10. How do the three products link
Together?

11. My perspective:
Similarities
• In my point of view all the three products link clearly together.
• Firstly the black and white colours that appear on the album's picture are
also appearing on the website . The classic narrative of colours links
perfectly with the videoclip too as some of the scenes are black and white.
• The artist's look is also same in all the three products.
• The artist style of the word purpose appears in all the products. In the end
of the video, the name of the album and in the website. It appears on the
same colour and text style.

12. What is different between the products?
• The first difference that I noticed is the colours on the video clip. In the
other products the colours are only black and white in contrast with the
music video.
• Moreover, the lack of text in the album doen's apper anywhere else as both
in the music video and webside the purpose title appears.

13. What is Dyer's theory ?
• Stars and Stardom
• In order to understand the relationship between the music industry and its
audience, it is important to consider the roles of music stars.
• The term star refers to the semi mythological set of meaning sconstructed
around music .
• paradox 1: the star must be simultaneously ordinary and extraordinary for
the costumer. Adele is a good example. She is an ordinary woman from
London who speaks and acts like most people, however she has an amazing
voice which people will idolise.
•

14. How has your
artist constructed
this?
• paradox 2 Is shown
through my artist: star
must be simultaneously
present and absent for the
consumer.This is
shown by Justin Bieber, he
is a key part to most
teenage and young girls
lives they may have
his poster or other
merchandise however he is
not obtainable to them
allowing him to be present
and absent at the same
time.

15. Do you believe this to be a succesful
camplain ?
In my point of view it
will be clearly a
succesful campain of
the artist. The
combination of the
three products together
and the narrative of the
songs will appeal
succesfuly to his target
audience. The online
website with the new
clothing line will add to
the success of the
campain plus the
concerts.