It's hard to know exactly what goes into the creative process for some music videos.
When you think back to the likes of Hype Williams in the '90s with his work for Busta Rhymes and Janet Jackson, and then fast forward to... this, there's clearly a shift away from high production values and into meme-ready, internet-friendly moments.
So it goes that Justin Bieber and Ed Sheeran take part in the music video for 'I Don't Care', a power-pop ballad about feeling alone at parties, all with the visual accompaniment of bad green screen and obvious editing. There features Bieber in a cheap ice-cream suit, Ed Sheeran singing into a blow dryer, and lots of other craziness along the way.
Take a look.
