Justin Bieber gives fans a glimpse into his recording process in his new music video for ‘First Place.’ The black-and-white clip, directed by Rory Kramer, shows the pop star embracing nature in Iceland and getting away from the hectic city life to focus on his music.
Throughout the video, he and his musical collaborators record ‘First Place’ in a cabin deep within the mountains. During his downtime, Bieber enjoys a dip in a hot tub before doing a cold plunge, walks alongside a lake, takes in the scenery while sitting on a rooftop, and goes snowboarding.
The song discusses the ups and downs of a relationship, with Bieber singing, “We get high and we go down again / We go ’round and right back where we been / And the days go by, the nights, they never end / Do it all again.”
One clip shows Bieber stripping down to his white boxer briefs to take a nighttime swim, where he appears to be shivering as he gets out. Bieber cheekily pointed out the scene, writing in the video’s YouTube caption, “FORGIVE MY CHICKEN LEGS.”
‘First Place’ is the latest single from Bieber’s album Swag, following ‘Daises and ‘Yukon.’ Marking the pop star’s seventh album and his first since 2021’s Justice, he produced the album alongside a team of collaborators, including Carter Lang, Dylan Wiggins, Daniel Caesar, Dijon, mk.gee, Daniel Chetrit, Eddie Benjamin, Knox Fortune, and more.
Guest features include Gunna, Dijon, Lil B, Sexyy Red, Cash Cobain, Eddie Benjamin, and comedian Druski. Swag, which was inspired by Bieber’s new experiences as a husband and father, debuted at No. 2 on the Billboard 200 album chart.
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