Diplo explains his decision to work with Justin Bieber

by: Will McCarthy Oct 31, 2016

Diplo is known for a lot of things; his ability to meld aspects of mainstream pop with more fringe international genres, his bombastic persona, and his business acumen all come to mind as core parts of his character. Since becoming a veritable celebrity, two additional characteristics for which Thomas Wesley Pentz has been both lauded and criticized are his close affiliation with Justin Bieber, and his brazenly candid statements in interviews.

In a recent interview with FADER, a more even-tempered (but no less candid) Diplo addressed a number of topics, ranging from his unending touring schedule to the impacts of his braggadocious social media presence on his career. The dance icon also explained why he made the decision to work with Bieber.

Diplo told interviewer Duncan Cooper that he had a pre-existing relationship with Scooter Braun. In a period during which Bieber was embroiled in a flurry of negative PR, Diplo co-produced the singer’s 2013 track “Thought of You” with Ariel Rechtshaid. Diplo noted that part of his motivations for joining the project were a measure to keep faith with Braun and company: “They showed me respect back then and were really nice to me, so I always just kept them within arm’s length.”

Remarking, “I wasn’t even paying attention, but I know that [Bieber] wasn’t very cool,” Diplo elucidated his mental process in discerning how he could help to both revitalize the vocalist’s career while simultaneously executing his goal to rebrand Skrillex:

“I was trying to really help Skrillex rebrand his own project, too. If nothing else, I thought working with Bieber would be the most noticeable thing we could do. It would be a great record, and it would make everyone really fucked up. It would make them really disappointed in themselves, and really confused, like, “How do I like this record?”

Given the massive commercial successes of “Where Are Ü Now” and “Cold Water,” it’s apparent that Diplo’s strategizing paid off tremendously from pecuniary and publicity standpoints. However, the producer is often criticized by fans for selling out, or veering in a more pop direction. Nevertheless, because of his perennial independence and the vague cultural expectations which determine or dethrone trends, Diplo is undeterred by such feedback.

“If I make a record that makes people think that Justin Bieber is cool and makes them dance to it—which seems to be one of the most daunting tasks ever—then maybe people will rethink the way they think about music, you know? It’s not so dry and clear, what’s cool and what isn’t. Good music is going to be good music. He’s somebody you don’t want to like, but you like it.”

Read Diplo’s full statement on Justin Bieber below, and read the full FADER interview here.

“For one thing, you’ve gotta understand that the music industry is different than the critic industry—the writers and the people that are talking about what is on trend or whatever. When you’re doing music, you’re always on trend or off trend, and it’s important to show people respect no matter what.

I met Bieber a few years ago, producing a record for him with Ariel Rechtshaid called “Thought of You.” I’ve known his manager, Scooter, for many years—he used to manage Kelis. They showed me respect back then and were really nice to me, so I always just kept them within arm’s length. They trusted me when I asked for a vocal. It was like a no-brainer. They had hit a place where nothing was working for them, and Justin had kinda hit rock bottom with things, like from the press, from jail, and from, like, taking his pants down at an awards show or something. I wasn’t even paying attention, but I know that he wasn’t very cool. And I was trying to really help Skrillex rebrand his own project, too. If nothing else, I thought working with Bieber would be the most noticeable thing we could do. It would be a great record, and it would make everyone really fucked up. It would make them really disappointed in themselves, and really confused, like, “How do I like this record?”

Even from day one, as I started to develop, I saw people’s perceptions of me as a producer, and they always want to put me in one box or another. Maybe that’s why I’m a target for things, because I don’t belong anywhere. If I make a record that makes people think that Justin Bieber is cool and makes them dance to it—which seems to be one of the most daunting tasks ever—then maybe people will rethink the way they think about music, you know? It’s not so dry and clear, what’s cool and what isn’t. Good music is going to be good music. He’s somebody you don’t want to like, but you like it.”

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Tags: diplo, Fader, Justin Bieber