Justin Bieber has given fans a behind-the-scenes look at his creative world with the release of the music video for ‘First Place’. Filmed in striking black-and-white by director Rory Kramer, the clip takes viewers on a journey to Iceland, where Bieber trades city chaos for the tranquillity of the mountains.
The video captures the pop star in an intimate recording session inside a secluded cabin, surrounded by a small group of collaborators. Between takes, Bieber is seen enjoying the natural beauty around him, walking along lakes, sitting quietly on a rooftop to admire the view, and snowboarding across the Icelandic landscape.
One memorable moment sees Bieber strip down to his white boxer briefs for a nighttime swim, visibly shivering as he emerges from the cold water. With his trademark sense of humour, he addressed the scene in the video’s YouTube caption, telling fans to “FORGIVE MY CHICKEN LEGS”.
‘First Place’ reflects on the highs and lows of a relationship, with lyrics about returning to familiar places despite ups and downs. The track appears on Bieber’s latest album Swag, his first since 2021’s Justice. Produced alongside Carter Lang, Dylan Wiggins, Daniel Caesar, Dijon, mk.gee, Daniel Chetrit, Eddie Benjamin, Knox Fortune, and more, the record fuses personal themes with an eclectic mix of guest appearances.
The album features collaborations with Gunna, Dijon, Lil B, Sexyy Red, Cash Cobain, Eddie Benjamin, and comedian Druski. Inspired by Bieber’s life as a husband and father, Swag debuted at number two on the Billboard 200, reaffirming his status as one of pop’s most consistent chart performers.
‘First Place’ follows earlier singles ‘Daises’ and ‘Yukon’, and the video’s warm reception online shows that Bieber’s combination of vulnerability and artistry continues to resonate with fans.
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