Why Justin Bieber is saying 'sorry-not-sorry'

Singer Justin Bieber. Photo / Getty Images

Former bad boy Justin Bieber says his new song Sorry is not just an apology to ex Selena Gomez - it's a message to everyone.

After a string of run-ins with the law and a pile of bad press, the singer appears to have turned over a new leaf.

"It's kinda the stamp in the end of the apologies I'm giving to people, to the media ... there needs to come a time where they're just like, 'We get it', you know?" Bieber told Nova's Kent Small at the MTV EMAs.

"And I think putting out a song saying, 'I'm sorry' kinda puts the finishing icing on the cake and I'm ready to just move on."

The 21-year-old pop star will release his new album, Purpose, on November 13, containing more songs that show off his new attitude to life.

"The Purpose title kinda speaks for itself ... for a while I feel like I lost my purpose, I feel like I'm gaining it back," he added.

Bieber attributes his transition to God, saying belief was the foundation for making positive changes.

"So I mean that's where it starts and having people around you that encourage you and support you is where it finishes."

He posted the official music video for Sorry last week, which features New Zealand all-female hip-hop dancers - ReQuest Dance Crew. It has been viewed more than 27 million times on YouTube.

Ed Sheeran contributed to one track on the album, which Bieber described as "a really personal song" and may appear on future projects.

"Me and him have recently kinda bonded and I think that we'll probably make a lot more music in the future."

Bieber picked up five awards at the MTV EMAs in Milan this week, including Best Male, Best Look and Best Collaboration for Where Are U Now with Skrillex and Diplo.

The Baby singer also revealed a song he was working on with Kanye West didn't make the cut.

He teamed up with West and top rap producer Rick Rubin on tracks which were due to be featured on Purpose but the Canadian star later abandoned the project.

"Kanye and Rubin were a part of the process, but they don't have any records on the album," Justin told Britain's KISS FM radio station.

"The Kanye song I did, we never finished it. It was just kind of going in a different direction."

- nzherald.co.nz