YouTube sensation Justin Bieber has inspired millions of schoolgirl crushes and a thousand haircuts, all by the age of fifteen. Although he has many devoted fans of all ages, Bieber's management team has to work hard to keep his image fresh, hip, and accessible.
Manager Scooter Braun, a former So So Def marketing executive, got involved in Bieber's career after seeing video of his performance in a local singing competition. Having turned down several offers already, a chance meeting in Atlanta led to a recording contract with Island Def Jam. Justin met Usher, one of his artistic inspirations, and finally had the chance to sign with a label and mentor he could trust. As demonstrated in his new single, "Boyfriend," Bieber's is following Usher's lead by shifting into a more mature, modern R&B sound, with Justin oscillating between his trademark falsetto and fun, off the cuff raps.
Now that Justin Bieber is an adult, his team of public relations, writing, advertising, marketing, choreographing, and merchandising talent will need to plan on how to take his image into adulthood while maintaining his current popularity. Vote on whether you've been hit by a case of Bieber Fever or don't quite buy the hype through the link below. Participate in the Justin Bieber survey and special offers for a free $100 VISA gift card.
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