Justin Bieber has come a long way since he wandered around his bedroom, banged out a few tunes and bunged the results on YouTube.
Now he's a multi-million-dollar phenomenon with a franchise extending to music, film and, most recently, perfume, it all taks a bit more production, craft and... timing.
Bieber released his latest single Boyfriend last Monday, but he is taking a bit longer to release the accompanying video, with only a 20-second teaser so far going out on the waves.
The song is the first single from his third album, Believe, which will have guest contributions from Kanye West and Drake.
The clip is a moody affair, with flames, burning tyres, lots of lingering, meaningful looks and, most distinctly, the 18-year-old star apparently drowning, in careful slow-mo, so that we can see that, despite the huge potential for all-round dishevelment, the famous hair remains undisturbed despite, and the face as angelic as ever. Fans need not be concerned - until the next 20 seconds are released, anyway... clip above.
|wonderlandmag Tricky @KnowleWestboy tells us why he doesn't envy Justin Bieber. Actually, neither do we. http://t.co/bbEyKuZGAD|
Jon Bon Jovi llama "gilipollas" a Justin Bieber http://t.co/qvrPLKtG8P
12 hours ago from web
Justin Bieber getting tasered would be the most watched YouTube video of all time.
12 hours ago from web
|GoonSquadSarah Jon Bon Jovi Smacks Down Justin Bieber And Richie Sambora - MamaPop http://t.co/2lbgKZtejH via @MamaPop|
|POPSUGAR Think before you party with @justinbieber. It could cost you big bucks... http://t.co/s2LCjl0giL|
|TCAvendano Bon Jovi firma un sesudo psicoanisis de Justin Bieber: "Eres gilipollas". http://t.co/QQ9oPEVS6P|
|megangarber Mercury and Venus and Jupiter, dancing awkwardly to Justin Bieber http://t.co/ycgZ6MTgU9|
|myfoxla Report: Justin Bieber requires $5 million confidentiality waiver for all house guests http://t.co/2IIKL4JcTo|
Ecouter le dernier Prince. Revoir à la hausse le dernier Justin Bieber.
20 hours ago from web
|GlamourMagUK Wow. Justin Bieber is apparently threatening to sue his pals for £3million if they take tweet about him/his home: http://t.co/m2XgCDUKAo|
|TahirImran RT @DepressedDarth: Now that Paris Hilton is coming out with an album, Justin Bieber is no longer the worst female musician.|
Justin Bieber is so famous, I bet he could get a free case of Kind Bars sent to his HOUSE.
1 day ago from web
|laurenonizzle Justin Bieber will ruin your life if you tweet from his parties http://t.co/dYHsJeryEJ #LOL via @dailydot|
|TMZmoviefans TMZ Live: Partying with Justin Bieber -- Could Cost You MILLIONS!!! http://t.co/iI0tMtFKM3|
|fgerschel RT @BiIIMurray: Justin Bieber gets 40,000 retweets when he says "thanks" so here is my attempt. Thanks.|
According to JPost, Justin Bieber's manager is one of the world's 50 most influential Jews but Ben Bernanke is not http://t.co/zN9bLBL7RP
2 days ago from web
|jondaly Justin, you need to be the Bieber you need to be now. Not last year. Does Scooter have yr best interests in mind for 2014? 15? #NoPills|
|jondaly Justin Bieber, quit now! Sever all ties, move to the Tundra, remove your leather shirt and accomplish simple tasks! #NoHaimo|
|WPIX Bon Jovi disses Justin Bieber, calling him a.... [VIDEO] http://t.co/jnoyvOGqZP http://t.co/ZR8qFglsMk|