Hi, my name is Taylor and I’m a Belieber.
You already know who I am referring to. I’ll wait for those of you that need to catch up. Within a week, Justin Bieber has catapulted into mega star status. He stole the show with Usher at the Grammys, made over $30 million in the box office this weekend with Never Say Never, his music was featured on one of television’s highest rated shows, and he is “dating” one of Disney’s hottest teen stars. Not bad for a kid who turns 17 next month.
The marketing machine behind the Biebs is truly an amazing concept. At 16 years old, he is one of the biggest stars in the world, and he can barely drive. In a time when teen idols were a thing of the past, Justin Bieber has revived the genre, taking over where The Jonas Brothers failed to cross over.
When you work at a public relations agency, you have to take note of someone who has become so popular so fast like Justin Bieber. What is his tremendous appeal and how did he blow-up so quickly?
One of the amazing things about Bieber’s career is that it is based solely on his internet popularity. He became a star on YouTube a few years ago, and his massive following made record companies and radio stations take note of the popularity of a kid from Canada. Even now he still has huge social media appeal. With a combined one billion views of his music videos, he has been dubbed the King of YouTube. And to think this all started with his mother posting videos of him so their family could see him singing.
During the Never Say Never media blitz, Glee devoted 2 songs to Biebs in their hour-long music extravaganza. Girls young and old were overcome by The Justin Bieber Experience. It made men who had once abhorred his teen pop power look to him for guidance on how to get hot girls.
But it’s more than hot girls that are drawn to his mass media appeal. A-list celebrities are some of his biggest fans. Johnny Depp said in an interview early this week that he is a “Belieber.” Depp described Bieber as a talented young man with a work ethic that he hopes his own children will emulate. How epic is that!?
At our Los Angeles PR Agency, we are huge fans of the Justin Bieber machine and we aren’t afraid to admit it. Sure we may be a little bit outside of his target demographic, but his music is truly amazing and he really is a talented artist. He writes his own music, plays instruments (more than one), and is a solid show stopper. He works the crowd, no matter who it is.
Your assignment, if you choose to accept it. Go listen to some Bieber. Not the songs everyone knows, I’m talking about a “deep-cut” like “Love Me” or “Down to Earth”. You might be surprised at how quickly you fall in love with him too.