It’s not a secret that we care about Justin Bieber. Or at least that his 86 million followers on Twitter do. But why? Why does some kid from Ontario have such a huge following? Why can I not go through a day without hearing about something that he did? And why would my marketing professor spend an entire lecture talking about his appeal?
As I sit here in awe of someone who started off with a couple of YouTube followers and has become an international superstar, I analyze his strategic moves, his relationships, and how he is able to exploit media to work in his favor. It’s fascinating in a way: you take a kid from suburban Toronto, have him work with professionals, and exploit his looks and emerging media to give him fans. Ten years later, he’s a superstar who has made multiple mistakes and is still unbelievably popular while selling out arena after arena.
When I think back to the first time I heard the name “Bieber” I remember a kid with skater hair, reminiscent of boy bands, and a voice that sounded like a young girl. His guitar was bigger than he was and there was an earnestness about him that had people longing for more and tweens chasing after him 24/7.
But in 2016, Justin isn’t exactly the same earnest kid he was when we were first introduced. His luscious locks are gone and his body is covered in tattoos. Gone are the days when he sang “One Less Lonely Girl” to a random audience member and the early stages of “Bieber Fever.” We’ve replaced them with Instagram wars with Selena Gomez and constant questioning of his relationships. Just like the rest of us, the Biebs has grown up, yet we are still talking about him all the time.
Where does this obsession stem from? Justin has been in the media nonstop since he was first introduced to us years ago. Why does this kid differ from anyone else and has he suffered as a result of the constant pressure? Scooter Braun introduced Justin to the fans in a way that allowed them easy access: he made Justin’s music free and he ensured that his star talked to fan blogs before traditional media. This made Justin seem as though he were easily accessible to anyone that wanted to talk to him. There’s nothing better than a pretty pop star who talks to fans and will pose for pictures.
The group of people that were there since the beginning feel as if they have a piece of Justin, they’ve been with him since the beginning and they want to see him succeed. Whether he’s cutting his hair, getting a tattoo, or releasing an album, they’re there voicing their opinions.
Justin is a kid who spent his formative years in the spotlight. We’ve all mad many of the mistakes he has and seeing his in every news outlet makes him seem like more of a person. His star burns a litter dimmer and he steps off his pedestal as he becomes more of a “real person” in those small moments.
Having a star that’s a real person who exploits their flaws is refreshing in a way. He doesn’t cover them up and he accepts who he is. As fans, we relate to the ups and downs of his everyday life, making him more appealing than those who live seemingly perfect lives. So even if Justin makes a mistake or exposes himself, his fans will bounce back once he releases a bomb album in a search for redemption.
