Bieber Spotlights Iceland’s Wild North in New Music Video

So why did Bieber pick the remote hamlet of Haganesvík in the Icelandic high north to record and produce his latest video? Well, this sleepy hamlet — once home to a co-op, slaughterhouse, and fish factory — was nearly abandoned by the late 20th century. In its prime around 1940, around 40 people lived there, but when a new road bypassed the area, the population and its purpose slowly faded away.

That is, until Deplar Farm, a luxury lodge run by Eleven Experience, stepped in. They bought up two of the old buildings and gave them a second life — one is now a state-of-the-art recording studio, the other a sports hall complete with a climbing wall and basketball court. It’s part of a larger effort to create an exclusive creative retreat in Iceland’s wild north for musicians and adventurers.

As Haukur Bent Sigmarsson, Eleven’s Iceland director, put it in a recent interview in the new site Vísir:

“We’re not trying to turn this into some kind of Disneyland. Everything here has a story — and a deep one at that.”

Inside the “First Place” Music Video featuring Justin Bieber

Shot in black-and-white, the music video shows Bieber snowboarding down untouched slopes, soaking in a steaming hot pot, biking through the valley, and even walking out of the old Samvinnufélag Fljótamanna, now transformed into a recording studio by the Deplar Farm.

There’s also a helicopter ride, some downtime at Deplar Farm, and a few behind-the-scenes moments from the recording process — giving viewers a glimpse into what makes this place so unique.

And yes, in classic Bieber fashion, he posted the video on Instagram with the caption:

“FORGIVE MY CHICKEN LEGS.”

Not Just for Celebrities

While most of us won’t be booking a night at Deplar Farm for pocket change (it’s ultra high-end), the area around Fljót and Skagafjörður is very much accessible to regular travelers. Think:

• Empty hot springs with mountain views
• Northern Lights shows in winter
• Horseback riding on Icelandic horses
• Kayaking, sea swimming, or backcountry skiing for the bold

And the best part? It’s off the beaten path — which means fewer crowds, more nature, and that deep Icelandic stillness everyone dreams about.

🎧 10 More Music Videos Filmed in Iceland That’ll Inspire Your Trip

If Bieber’s latest visual feast has you itching to explore Iceland, check out these other artists who turned the island into a music video dreamscape:

“I’ll Show You” – Justin Bieber

His first Iceland video — South Coast waterfalls, the mossy Fjaðrárgljúfur canyon, and Reynisfjara’s black sands.

“Holocene” – Bon Iver

Melancholic magic set against Vík’s dramatic landscape and the highlands.

Gerua – Arijit Singh & Antara Mitra

This epic Bollywood music video has stunning visuals from places such as Reynisfjara, Sólheimasandur, and the Glacial lagoon.

Fjara – Sólstafir

One of my favorite songs. The music video is a surreal one where a young girl lugs a coffin through Icelandic iconic spots. An instant classic! I also recommend Sólstafir’s music video for the song Lágnætti.

Want to Visit Haganesvík (or Somewhere Like It)?

Even if you’re not recording your next album, North Iceland is a dream destination — and we can help you get there without emptying your bank account.

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