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The new age of Justin Bieber is here, and he has taken a job at an oil plant.
At least that’s the Bieber we see in his popular new video for “Holy,” a five-minute parable that feels as healthy as a Hallmark movie. It’s about the trials and tribulations of love and life, but not in the same way as his 2020 album. Changes. Most notably different is the absence of his wife, Hailey, and the fact that the sepia-soaked vision finds Bieber playing a character. No, he’s not playing Drake this time; Instead, he’s just a guy trying to keep it all together.
As Bieber said on social media before the release of “Holy,” he, along with the creative team behind the visual, led by director Colin Tilley, sees it not just as a music video, but as a movie. So in this particular movie, Bieber and his romantic partner (played by Ryan Destiny) are laborers, ordinary people, him at his oil concert and she in his element at a nursing home. They wake up looking into each other’s eyes and kiss in front of the windows that shine at sunset.
Everything is fine. But some bad things happen: your plant closes and your job disappears. She loses a loved patient. They lose their place to live. Remember though that this song is called “Holy” and that her chorus “We can do it while we’re together” says “The way you hold me / It feels so holy.” with a lot of repetitions. I won’t spoil the ending, but you can guess the general direction of the resolution. (What you probably won’t guess is the presence of Wilmer Valderrama, who arrives just in time.)
Musically, “Holy” revels in gospel-influenced mid-tempo pop, which is the perfect backdrop against which guest Chance the Rapper can do his thing, including rapping, “I know we believe in God and I know that God believes in us. ” Bieber himself changes his singing style slightly, taking a step or two away from R&B to better suit the new, more spiritual terrain.
It has been heralded in the run-up as Bieber’s “new age”, and “Holy” seems to indicate a new period for the pop star, who had spent most of late 2019 and early 2020 re-emerging as a bad boy. reformed. who had settled into a loving and fruitful marriage (and made a full album and documentary series about it). Check out the new Bieber and Chance music video movie, “Santo”, above.
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