I’m always encouraging a “Judge the song, not the artist!” philosophy amongst my friends so I’ve put that preaching into practice and after much resistance, I’ve finally come around to accepting “Where Are Ü Now” in all of its splendid dopeness.
With Iggy Aazlea emerging as the internet’s new favorite target of relentless ridicule, Bieber has recently been demoted to Public Enemy #4?... 5? but there is still a bit of apprehension that comes with embracing his um, music. However, The Beebs was savvy enough to team up with EDM giants Skrillex and Diplo which exposes him to a huge fanbase, non-Beliebers if you will, that would otherwise continue to ignore anything he has to say musically.
Yes “Where Are Ü Now” is a solid track on its own, but it was the video that finally broke me down and had me adding it to my iTunes library. The somber club jam gets an appropriate visual which is a dizzying blur of fan created art renderings of The Biebster. Nicki Minaj lyrics, 9/11 conspiracies, Beiber slams, uplifting words and plenty of Twitter handles are just some of the gems that can only be discovered with the precise and frequent use of the pause button.
The concept is simple and effective and the video does a great job of redirecting the focus away from the tabloid-y shenanigans of Justin’s recent past. Perhaps the success of “Where Are Ü Now” will be a wake up call for Team Bieber—- Stripping away all of the “‘bout that life” posturing and hooking him up with decent tracks is his best bet for a successful career rehabilitation.
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