Justin Bieber - Confident
5th October 2015
Released: 9th December 2013
Genre: Pop/Hip-Hop/Reggae
Written By: Kenneth Coby, Justin Bieber, Maurice "Verse" Simmonds, Chancelor Bennett
Album: Journals
Justin Bieber uses performance/narrative in his video for Confident, to try and portray his own confidence, as well as the other characters in the video. This helps viewers understand what he likes and wants. Furthermore, performance videos help to show off his talents as a singer and dancer, as he is able to show the audience what he's like live. By emphasising the lyrics with an illustrative storyline, the viewers understand what he likes in a girl - as they see the confidence he is singing about.
Both performance and illustration are conventional in pop music videos, as they show off the talents of the singer, but also help portray the lyrics in a way that is entertaining, fun and informative for the viewer.
The use of low-key lighting throughout the video, presents the girl that Justin Bieber is trying to impress as mysterious, and difficult for him to get. This storyline is conventional for male pop artits, as they often show the star trying to win over their love interest, finding it diffiult, but eventually the two characters end up together. Todorov would describe narrative in this sense, as it goes from "equilibrium to disequilibrium to an altered equilibrium". By making him work for her affection, the girl is showing that boys can't always get the girl straight away - this shows the viewer that despite his superstar status, he has the same struggles as everyone else (Richard Dyer - A Star must be ordinary and extraordinary). The use of low-key lighting is unconventional for pop music, as this genre is usually presented using high-key lighting to show the happy, upbeat feeling. This song however includes elements of hip-hop (and reggae) which often use low-key lighting to present a more 'gangster' vibe.
Bieber's costume for the video also reflects the hip-hop vibe, but also shows off his traditional style. This makes him recognisable, as he is often seen wearing similar clothing and styles. By showing off a large gold chain around his neck, Justin Bieber's wealth is presented to the viewer. This shows him as being extraordinary. His struggle with getting the girl, however, shows he's as ordinary as the rest of us (Richard Dyer).
The blocking used always shows Justin Bieber behind the girl, showing that she is the most important person - because he wants her. By presenting the girl in front of him, we can see the chase that has begun. We are often shown her from behind Bieber with an over the shoulder shot, showing us where his desires lie. When the girl isn't in the scene, Bieber is the front and centre of the shot - then transferring the viewer's line of vision straight to him. This is presented in the dance scenes, as the dancers are always shown behind Justin, showing his importance and presence.
At 3:25, the girls gets on a motorbike. This conveys her 'bad girl' image, as a motorbike is seen as a rebellious, somewhat dangerous object. This shows the confidence of the character to the viewer, which not only reflects the lyrics, but highlights everything Justin Bieber likes about her. From this, the viewer creates a personal identity (Uses and Gratifications) as they want to be like her if she is the type of person that attracts Justin Bieber (a widely loved and desired star). Therefore, the message of Justin Bieber's song is for girls to be more confident in themselves, as boys prefer it. This is a positive message for all.
Despite it being conventional for pop music to use fast-paced editing, the slower pace of Confident helps to reflect the tempo of the music. This gives an all round calm, 'chill' vibe that the song also projects. Along with the slow paced editing comes long takes, which help to emphasise the chase between Bieber and the female in the video - she makes him work for her affections, over a long period of time.
The music video fades from black at the start, which further emphasises the mysteriousness of the female character, which is first presented through the use of low-key lighting. It is conventional for music videos to start using a transition (Megahn Trainor - All About That Bass for example) such as a fade, as it sets the feeling for the whole music video.
At 1:46, the music stops completely, to allow for the story to develop. By doing this, the viewer realises the extent of the female character's confidence, as she flirtaciously declines him asking for her number. This leads to him continuing the pursuit of her affections. By stopping the music, the storyline becomes the main focus, showing the music isn't necessarily what Justin is all about - this is shown in his dancing as well - as he often sings about love, showing that that is his main inspiration and passion in life, music just allows him to show it. With the silence of no music, we also get to focus on the chemistry between the two characters, and how badly he wants her when the music starts again, as we see him watch her walk away, but follow quickly behind.
At 3:38, during the party scene of the video, slow motion is used. This places emphasis on the girl pulling up, as everyone's dancing, having a good time, until they see her. Bieber and his friends immediately notice and stop to stare. After this moment, Justin makes his way through the crowd to get to her. This again shows his desires for her, as she's more important than anyone else in the room.
At 5:04, near the end of the video, superimposition is used to show Justin Bieber finally getting what he wants. Overlapped is an image of the girl he's been trying to get throughout the video, showing that she is all that's on his mind. This helps to add to the romantic feeling of love and lust that gradually builds during the song and video.
At 0:24, the camera pans down to show a wide shot of a group of guys (and Justin Bieber at the front) dancing. By doing this, we see Justin Bieber is talented in other ways than singing. Furthermore, the street dance performance they're giving helps to emphasise the hip-hop side of the song, as dancing is extremely conventional for this genre. Dancing is also conventional for the pop genre, and so including these elements helps to reflect the mix of genres involved. Furthermore, Justin Bieber is well known for his live performances, as he uses dancing to help entertain the crowd. By having this element in his music videos as well, helps to show the viewer what he's like live, but also the amount of work that goes into each of his productions.
Close up shots of the female character at 1:12 and 1:16 show the confident expression on her face. By doing this, we see how she feels about Justin wanting her, as she appears in control of the situation - only making him want her more. Moreover, showing a close up of her face emphasises her attractive features, and helps the audience to understand exactly why Justin was enticed by her from the second he saw her at the start of the video. Having a sort of 'love at first sight' moment is extremely conventional in the pop genre, as it tries to show a romanticised view of love, which everyone dreams of (personal identity - Uses and Gratifications).
At 2:14, an over the shoulder shot from behind Justin Bieber is used. This helps us to see exactly where Bieber's focus lies - on the female character. By showing the affections from this angle, the viewer gets a better idea of what Justin is seeing, and how much he wants it, as he's always looking her way and following her foot steps.
The song lyrics and beat of the music all coincide with the well timed dance moves, which makes the music seem upbeat and fun, as everything matches the rhythm and tempo of the song. This is conventional for pop music, as the good timing of all elements makes the video seem more professional and well put together.
At 1:57, whilst the music has been paused, Justin Bieber whistles the tune to get her attention. He whistles the part of "she's confident", which links the lyrics to the female character, and also to the thoughts in his mind, that he likes a girl who's confident within herself. By whistling the tune here, he shows how much he wants her attention, as he's using his song to win her over.
At 5:28, the music stops to reiterate the story (linking back to 1:46), showing that his efforts have finally worked and he got the girl in the end. This is conventional for pop music, as generally they end in a way that leaves the viewer happy and satisfied.