At the mention of Justin Bieber, brains may be filled with everything from tabloid headlines to awkward memories. Thoughts ranging from pop music and middle school dances, to Ferrari races and young rebellion may resurface as one ponders the Canadian child star turned international pop icon.
Regardless of the media storm he’s conjured up in the past years, it seems like the Biebs is treading the right track again by focusing on what he’s good at: making catchy music.
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This time around, with the help of Skrillex, Diplo, Benny Blanco and an array of contemporary contributors, Bieber is creating pop music laced with punching electronic beats, atmosphere and smooth vocals.
His third studio album, Purpose, had already garnered buzz through its string of hit singles before its release. Tracks like “Sorry,” “Where Are Ü Now” and “What Do You Mean?” have already found their way into party playlists and airwaves.
But underneath the surface, Purpose has some hidden gems that may surprise people who think of the Biebs as a baby-faced kid still singing about first love.
The album is a reinvention of Bieber while still paying homage to his previous works. Purpose is an attempt to say sorry to the world, his fans and maybe even his old, highly-publicized flame, Selena Gomez.
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In many regards, the apologies seem genuine and the music speaks for itself. The multi-layered production and distorted vocals that back Bieber’s performance are magnetizing and make it hard to deny the feeling of wanting to dance like an idiot as he begs for forgiveness and puts his emotions on the table.
Bieber brings a variety of artists and producers to help him add to the more than hour-long run of Purpose. On “The Feeling,” he duets with alternative queen Halsey to create a compelling story and add another dynamic to the album.
Big names in hip-hop like Big Sean and Travi$ Scott also contribute their verses to “No Pressure” and “No Sense.” The features don’t take anything away from Bieber; he doesn’t drown in the dense production and collaborations. He rises above and shows that he is in control of both his music and his life.
Despite the refreshing revamp of Bieber’s image and tracks, it may take some adjusting to enjoy some of the slower sets and nuanced, electronic production. And while the lyrics aren’t anything that will change the pop landscape, no one was actually expecting Adele-level creativity on the stories being told here.
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Even with the minor pitfalls, Purpose is the best album Bieber has released. It has exciting production, honest lyrics and allows Bieber to show himself in a different light. Purpose is an important stepping-stone for Bieber to find out who he is as a musician and pop star.
