Justin Bieber Dropping Hourly Videos for Every 'Purpose' Song: Watch
Justin Bieber's Purpose dropped Friday, and he's got an ambitious one-day-later celebration for us. The Biebs is sharing a new music video every hour until each song on the album has its own visual. "Together, the videos create a film titled Purpose: The Movement," Billboard writes, "which Bieber premiered at Los Angeles' Staples Center on Friday night." (There won't be a new "Sorry" video.)
Several of the clips function as well-produced, tightly choreographed dance parties—like the one "Sorry" was revealed through—while others are traditional music video narratives. The first one, "Mark My Words," has Bieber on a piano in as stunning an outdoor location as the gorgeous original version of the "I'll Show You" video.
It's too early to judge, but this looks like it's aiming as high as Beyoncé's self-titled "visual album." Enjoy all the clips here; we'll keep updating as JB releases 'em.