Biebers reinvetion

via GIPHY

Style/ Music
Bieber decided that he wanted his music to be taken more seriously - moving on from his teen star days, it was time for his music to mature, such is the nature of a maturing generation of fans and the star himself.
Bieber achieved this partly through collaboration. Wanting to aim his music to a more mature and adult audience, he worked with the 'EDM' duo Jack Ü (Sonny Moore & Thomas Wesley Pentz) as a feature artist, gaining exposure and access to a new audience.
Alongside with his new collaboration, Bieber upped his production and songwriting, working with different people. Although his music is still accessible to the younger generation, the older generation will have access to his new lyric writing being aimed towards them.

Social
2015 marked the beginning of Justin's reinvention, starting with an apology posted on Facebook. He went onto the Ellen Show to apologise, and was featured in a Comedy Central Roast show.
This all was to change the public's perception of Justin Bieber, and to see how different and mature he developed.


via GIPHY
Promotion
Justin Bieber's reinvention was also conducted through promotion. He started modelling for men's health magazines and Calvin Klein advertisements. He started getting tattoos as well which were a visual representation of him becoming more mature.