Part I : The Bieber Digital Brand storyline :Youtube, Twitter, Instagram
” Everybody can become a celebrity on Internet”.
A Success Youtube Story. This is the new american dream motto, this is what it means to be a BELIEBER : “Everyone who puts a video on Youtube can become famous. It’s this idea that if you have talent and if you make this talent visible then you can be voted in a “democratic” society to be a star.
Read More : #WeNeedToTalkAbout : The New Bieber Perfume “Short Movie” Commercial.
Justin Bieber Branding has been shape through the rise of the internet and the social media. He is the reflection of an entire generation that over use social network, smartphone app and internet to communicate in a 100% scrutiny environment.
He’s not just the next New Kid on the Block, nor is he a new Justin Timberlake. His fame is organic to the internet, and he’s either a harbinger of the future of the music industry or a model for a new type of teenage fame._AHP
After the now infamous Britney Spears profile in Rolling Stone in 2008″The Tragedy of Britney Spears”, Vanessa Grigoriadis wrote a piece on the case of Baby Bieber on New York Magazine. She describes how we, collectively, have created the phenomenon.
Understanding the Bieber story is understanding the evolution of Gen Y and the power of social media fandom.
Read More : Beyond Brand Person #2 | Selena Gomez & The Art Of Selling Break Up
1. Golden Boy, early years on Youtube.
Justin Bieber rapidly became a genius holly american child. He was put on top of everything by everyone ( from Usher to his famous teen star manager Scooter Braun). He win them all, the childs, the teenagers, the parents and the industry. Through the images of him that have been generated by gossip magazines and those he has put out on social media, Bieber remains a powerful cultural figure and the “most scrutinized person on Earth.
Despite these predilections, notoriety had descended on Bieber in a manner that 99.999999 percent of the Earth’s inhabitants will never experience. Fans of all ages, “including moms,”. Vulture.
2. Grown Boy on the Instagram.
The media started to be more and more interested by his public persona. Then they started invest on his private life. The Bieb clan rapidely put it on their advantage and arrange a very public relationship with Disney Star Selena Gomez. They became the new Justin & Britney of our days.
Rapidly we can see how he strategically use his Instagram as a strong weapon against the celebrity media industry. He controls what, how and when he wants his story to be tell. => A transmedia star.
When Bieber Instagrams a picture, between 500,000 and a million fans “like” it within seconds. Vulure
JB’s been using his Shots account to send his coded messages that every mag/TMZ/blog try to decrpyt.
If you want to be a star today, whether in music or reality television, you’ve got to offer breadth — room to explore, room to be fascinated, room for your fans to feel like they know more about you than anyone else…._AHP
3. The Bad Boy rebellion on TMZ
No child star has ever lost as an adult because of their talent, ever. You can’t say, ‘Oh, their talent just disappeared when they hit 20.’ They always lose because of their personal life—drugs, alcohol—every single time. _Scooter Braun on Justin Bieber career (Vulure)
Once, after an Orlando show, he started crying. “Justin sat down and told me he didn’t like being famous,” Braun said. He told Bieber, “We can do the teenage-pop-star thing with no long-term career plan, and we can ride this thing for a few years, and your career will be done—and I mean over—or we can stick to our current plan, which is following in the creative footsteps of Michael Jackson.” But if you want the Michael Jackson career, Braun continued, “you have to grasp that you’re never going to be normal again.”_ Vulure
Social media is a place were Bieber (and Gen Y in general) break-up, fall in love, makes mistakes or arguing on Instagram on how much he’s got talent for a 19 years old boy.
This generation, every move means something — on YouTube, on Twitter, on Instagram, on Facebook. When unfollowing on Twitter is now a declaration of war. They know exactly what they’re doing.
Next Part II : Racist jokes, Drugs and Eggs. The Teen star problem
Read more Celebrity Branding
Read more Beyond Music
The Adult Cult of Bieber by Anne Helen Petersen
Justin Bieber: A Case Study in Growing Up Cosseted and Feral byVanessa Grigoriadis