In Justin Bieber’s latest video for his ballad-turned-EDM hit, Where Are Ü Now, the Biebs seems like he’s going for an image shake-up. He’s no longer the bad boy (although his looks still make our hearts skip a beat), but a pop culture-crazy millennial. Literally! The video is filled with frames decorated with colorful hand-drawn doodles, slogans, and graffiti.
The remix produced by Jack Ü (that’s word-famous DJ’s Skrillex and Diplo as a duo), is an array of creative elements like moving paintings. Bieber tells ABC News, “You have art being done in the background where they are actually taking each frame and giving it to an artist and they all are painting.” Jack Ü also mentions in the video that it is a tribute to fans, saying, “We all do this for you, respect that you put us here and it’s Ü that made the video.”
If you’re wondering what’s with the umlauts, there’s no definite answer as to why they’re obsessed with this (their album is umlaut-happy too). It’s slowly becoming an EDM novelty, and they’re obviously trying to make it their brand. Plus, it’s a cute smiley face!
Watch the video on Ütube now.