“Where Are U Now” Receives Multiple Award Nominations


“Where are U Now”. Jack Ü and Justin Bieber‘s collaboration was no joke. Or a fluke. While not making his upcoming album, Bieber’s lyrics reflected a more grown-up, matured Justin. And Jack U’s production reflected not only a continued streak of quality work, but also a softer side to Skrillex and Diplo. A side where incredible crescendos weren’t the priority anymore, atmosphere was.

With the soaring success of the collaboration of the song has come the official music video. And while the song, or the artists for that matter, may not be your cup of tea, it’s hard to deny that the video simply awesome. The video is arguably one of the most artistic video within the genre this year, if not ever – and when I say artistic, I’m referring to the level of art, as opposed to the creativity. In saying that however, you don’t get the level of one without a similar level of the other.

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The fan-based production brings a united feel to the “Where Are U Now” video. That it’s not simply a ‘them and us’ circumstance where one produces and profits from its consumption. Artist’s gratitude within the electronic scene for their fans, and what they enable them to do, is at the forefront of nearly every performance, with Jack Ü even putting this in the video’s description.

“We are being overwhelmed, in a good way, by the success of “Where Are Ü Now” with Justin Bieber, so with the video we wanted to just take it back to the beginning of the record & essentially create an ode to our fans. Doing what we do, it’s entirely all about the fans. We walk a fine line by being “famous” and in the public eye but we are only here because of you, the fans. Justin wrote this record during a tough time in his life and it comes to us that sometimes, as artists, we are also just objects and we have to take that as much as we have to use that to create. We all do this for you, respect that you put us here and it’s Ü that made the video.” – JACK Ü

While many of the remixes have caught the attention of media outlets, the nominations the video has just received seems to have withered into the background. For the upcoming 2015 MTV Video Music Awards the video the video earned nominations for Best Visual Effects, Best Editing and Best Art Direction – not bad for an ‘edm’ track.

Collaborating with their fans back in May to create the “Where Are U Now” video, their supporters were given the chances to add their own art directly to individual frames of Justin Bieber’s footage. Resulting in hundreds, if not thousands of images of varying meaning and quality, the task of compiling them must have been painstaking. However, the results speak for themselves. With or without the nominations.

 





Expat living in New Zealand with a keen ear for the pure form of progressive house and a passion for the electronic scene in general. Fingers crossed you like this site as much as me!

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