How is it like to be the creative director of Justin Bieber? We asked Nick DeMoura, production designer of the pop star's tours and videos

When we watch the video or performance of an international music star like Justin Bieber we often forget how many different professionals have contributed, thanks to their work, to make a singer or a show great.  In the music industry, there are few professionals who have received the praise of Nick DeMoura, Justin Bieber's creative director and choreographer, and responsible for the success of highly-grossing world tours such as the 2012 Believe World Tour and the 2016 Purpose World Tour and Ariana Grande's 2015 Honeymoon Tour. From the simple choreography, Nick went on to take care of the entire production design, from the design of the stage to that of the lights. Nick then worked as creative director and choreographer for the VMAs, the American Music Awards, the Billboard Music Awards, and the iHeart Radio Music Awards as well as for films such as Step Up 3D, Prom Night, and Dance Flick.

In the eyes of the general public a show is all about the big star, but we know that it takes the hard work of a large team to achieve that kind of success. Do you think that those involved in the creation of a huge musical phenomenon, in terms of directors, choreographers and producers, deserve more credit than they get?

With Justin, I don’t tend to run into that kind of problem so much. But, across the board in the entertainment industry? Absolutely! Directors, producers, especially choreographers and dancers are easily overlooked when it comes to crediting. I hope the industry will do a better job with that.

Let’s talk about sneakers. What are your favorite sneakers?

Definitely the Nike Reacts right now. I'll also always love Vans!

Fashion and dance are two worlds that have communicated several times in the past. Would you like to get involved in a fashion project? 

Perhaps. Fans will have to stay tuned and see.

Three years ago you launched DeMoura Designs how has it been going? And do you have an upcoming project that you can talk us about?

It’s been going great! Since the end of last year, I’ve been working with my team to design Justin’s next upcoming Changes Tour.

What are your favorite creative director moments?

The entirety of the Purpose Tour; the Honeymoon Tour with Ariana in 2015 - which was my first time designing a stage and creatively directing at the same time; the AMAs with Justin 2016 during the "dancing in a pool of rain" moment; the creative and choreography direction Hailey Steinfeld's performance on Back to Life in The Voice and Justin's Intentions on SNL.