Summary
- The “Yukon” music video directed by Cole Bennett is a quiet black and white visual
- It provides a rare, private look to Bieber’s life
- The video is distinctly different from Justin’s early work, reflecting new, more authentic and introspective chapters of his career
Justin Bieber Continue to introduce a new, deep personal era by releasing the music video “Yukon” of “Yukon”, a prominent track from his recently discarded album swag. The black and white visuals directed by Cole Bennett of Lyric Lemonade provide fans with rare and intimate glimpses to admire the life of superstars, centering on his wife Hailey and their nearly one-year-old son Jack.
The creativity of videos is intentionally stands out with a glossy, high-energy pop visual that defines most of Bieber’s early career. Instead of the city’s streets and stage lights, Bennett’s footage captures a quiet coastal retreat where the family of three hangs out on yachts and plays in the ocean. This choice is a great complement to the song’s theme of love, healing and self-discovery.
The video’s grayscale aesthetic adds a timeless layer of complexity, allowing viewers to focus on heartfelt interactions rather than flashy dispersions. The scenes that Bieber kissed his son and shared with Hailey enhance the song’s introspective lyrics, exploring the nature of love and connection. This intimate portrayal of family life is a powerful statement that provides an original and authentic view of the artist’s newly discovered identity as husband and father.
The “Yukon” music video is a personal postcard from a mature artist who is not afraid to slow down and share what really matters. It is a visual timestamp for new chapters in Bieber’s career, which takes precedence over formulas and artistry rather than algorithmic authenticity.
