Copenhagen. April 2013. Justin Bieber is on a set, filming the promo spots and ads for his new fragrance The Key.
The fragrance is coming July 15 — so relax, people, it’ll be in stores before you know it. In this footage, the singer lets Beliebers in on the process as he gets all done up for the shoot.
There’s footage of Biebs talking to and hanging out with the (lucky) extras and models on set. Also featured: A faux tiger, gold chains, owls, and keys. What’s it all about? Guess we’ll have to wait to unlock what Biebs and The Key have in store for us.
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