Justin Bieber’s Most Personal Side in ‘First Place

The First Place visual, directed by Rory Kramer, acts as a small intimate diary of Justin Bieber. It features personal scenes of the singer and his friends exploring the serene landscapes of Iceland. Far from the usual artifice, the video focuses on family moments, a tribute to fatherhood, and the private life of the artist.

The release reinforces the themes of the album, such as, love, personal growth, and closeness. At the same time, it offers fans a direct, unfiltered look at Bieber’s life as a father. This follows the release of the YUKON video, which also featured Hailey and their son. Together, they establish a visual narrative that goes beyond music and delves into the emotional side of his everyday life.

In Justin Bieber’s First Place, fashion supports the personal narrative rather than serving as mere decoration. It becomes a subtle gesture that complements the aesthetics of the landscape and the family-focused storytelling, transforming the video into a visual extension of his life and art.