May 29, 2011
Justin Bieber Documentary Surreal At Times, But Surprisingly Good
If you’re over 25, chances are your heart isn’t beating wildly every time you hear the name Justin Bieber, yet for millions of kids – mostly girls – this teenage sensation is a heartthrob. Watching it brought back memories to my own teenage sensations; unlike other girls, I didn’t have Lief Garrett and Bobby Benson plastered on my ceiling, but they were likely scattered on the wall in between photos of nature and fashion.
I’m not quite sure I ever shared the same pitter patter for teenage rockstars although I did melt at Michael Jackson, but it had to do with his dancing and ability to steal a stage with movement, motion and passion more than it had to do with a dream of marrying him one day. His voice had a way of melting you too – then and throughout his life.
Throughout the Justin Bieber documentary, we heard again and again how many girls wanted and in some cases, expected to marry him one day. Scooter Braun discovered him on YouTube in 2008 at age 12 from a series of videos he had posted and flew him down to Atlanta for a week long “conversation.”
Mix dedicated visits to radio stations and high schools around the country with social networking and four years later, Justin managed to sell out of Madison Times Square faster than any star with as much experience in history.
A great marketing decision by someone, a tradition was created where Justin sings One Less Lonely Girl at each concert to a girl in the audience – on stage, while giving her attention including a dozen red roses. The other smart marketing move is handing out free tickets to families for each tour he does. A great marketing idea by Snoop Dog as shared in the movie was having Justin grow his hair long, pony tail them up or braid them. He says, “it’s one more thing he can use in his toolbox.” I couldn’t help but laugh, because he’s spot on.
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