This document provides an overview of Justin Bieber's career and music videos. It discusses how Bieber's image and music have matured as he has grown older, going from targeting pre-teen girls to older teenagers and young adults. His early videos like "Baby" portrayed him as innocent but cool, while more recent videos like "What Do You Mean" include sexual references and focus on his body through the female gaze. The document also summarizes Bieber's two documentary films and 67.5 million Twitter followers.

1. Justin BieberBy Olivia Plumpton

2. Introduction
 Justin Drew Bieber is a 21 year old singer and
songwriter from Canada
 His current manager Scooter Braun first discovered
him from his YouTube videos in 2007
 He has released four albums: My World 2.0, Under
the Mistletoe, Journals and Believe
 He has been on three tours: Urban Behaviour Tour
(2009), My World Tour (2010-2011) and Believe Tour
(2012-2013)
 Bieber has also released two documentary films
about his journey to fame
 He has 67.5million followers on twitter

3. Image
• His image has changed dramatically over the last five years. His hairstyle has been a major
part of his persona with the ‘Justin Bieber flick’ becoming a trend with young boys all
around the world.
• The world has watched him grow from a young, innocent teenager into adulthood. Like most
young pop stars reaching fame in such a short amount of time, he has shown some negative
behaviour e.g. arrests for reckless driving / drugs, being rude to fans and also apparently
egging his neighbours house.

4. Film
 Released: 11 February
2011
 Follows Justin Bieber with
some footage of
performances from his
2010 concert tour
 Released: 25th December
2013
 A backstage and on-stage
look at Justin Bieber
during his rise to super
stardom
Justin Bieber has
released two films
about himself (both
documentary/music
films.

5. Music Video Comparison
What do you mean
Baby Boyfriend
Justin Bieber has changed his music genre as well as his
image to fit with his audience. When his music career
first began, his audience were young girls and so his
music and videos were appropriate for a young age
range. Since then he has grown up and so have his
audience so his music and videos are now appropriate
for older females. This is shown by the clothes worn in
his videos. At the beginning of his career (e.g. ‘Baby’)
the females are wearing layers and showing very little
flesh whereas in his latest video, the girl is wearing just
underwear for half of the video.

6. Baby
 Released in 2010
 Genre: Pop, R&B
 Featured artist: Ludacris
 Album: My Worlds
Audience: I think this video is aimed at 10-14 year old girls. He comes across
as quite innocent but slightly mischievous in the video. He is portrayed as
confident and ‘cool’ as he is surrounded by a lot of friends. This video is a
mixture of narrative and performance.

7. Boyfriend
 Released: March 26th 2012
 Genre: R&B
 Album: Believe
 This video is a mixture of narrative and performance
 Audience: I think this is aimed at older teenage girls because this is who Bieber is desired by.
There are scenes of urban dance and some shots have sexual references (groping) so this
video is not suitable for young teenagers- the age of his fans at the beginning of his career.
 This video involves the male gaze because there is a shot of the female’s behind as she is
walking away from the camera.
 Bieber is portrayed to be very ‘cool’ in the video due to driving a soft top car and wearing
a leather jacket and sunglasses (all black). These possessions also make him look dominant,
but also from the way his holding the girl in the video (which make it look like he owns her).

8. What Do You Mean
 Released: August 28th, 2015
 Genre: Pop and electronic dance (with tropical house influences)
 This video is mostly ‘narrative’ but includes some ‘performance’ as well.
 This video incorporates the female gaze because there are shots of his body (close
ups) and the pace slows when he is taking off his top. There is also male gaze
because the viewer does not really know what the girl in the video looks like
because they are mostly body shots (not close ups of her face).
 This video has sexual references so is not suitable for young teenagers (like who he
used to produce his music/videos for) but instead his audience is now female young
adults.
 This is the lead single from upcoming fourth studio album, which is planned to be
released in November of 2015. It became Bieber's first no.1 single on the Billboard
Hot 100. He became the youngest male artist to debut at top of this chart, which
earned him a Guinness Record.