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Was Justin Bieber Ill-Equipped To Handle Fame?

By Stacey Cole
Published on: 17:06 PST, Oct 26, 2016

Justin Bieber’s epic journey in the entertainment industry is the perfect case study for marketers who build their brands on social media.

Justin Bieber achieved overnight success in 2008 when his YouTube music videos were discovered by Scooter Braun, a talent manager who offered to unlock the singer’s potential by introducing him to Usher, the singer and songwriter who became Bieber’s mentor. Before approaching a record company, Scooter Braun and Justin Bieber spent months together building a huge fan base on YouTube by posting soft ballads and love songs that appealed to teenagers.

The singer personally responded to his fans’ emails and answered their queries. It was important for Bieber to build a strong brand image because he was neither a child artist nor a teenager who had already worked in Disney television programs. It would not be incorrect to say that the internet created Justin Bieber because his four hit singles topped the Billboard charts even before he released his first album.

The popular singer had attracted 50 million subscribers on YouTube, in addition to being described as the most discussed celebrity on Twitter. Later, the “What Do You Mean?” singer went on to release hit albums My World and My World 2.0, plus he produced Justin Bieber: Never Say Never, a concert documentary that gave fans more information about his life.

However, it now appears that young Justin Bieber was not equipped to handle fame as his popularity has been affected by scandals, bad behavior, and unfavorable press coverage. In 2014, Justin was charged with vandalism when he pelted his neighbor’s house with eggs. As part of his punishment, the singer was penalized and placed on probation for two years.

During the same period, Justin Bieber was arrested for drag racing while under the influence of alcohol. Bieber’s legal hassles keep piling up, and now a circuit judge has instructed the singer to appear in court for a case filed against him by Manuel Muñoz, a photographer, who claims he was beaten up by the popular singer’s bodyguards. According to The Fader, Justin Bieber faces the prospect of being arrested if he fails to comply with the court order within 30 days.

Many people have criticized Justin Bieber for making bad decisions and getting carried away by his stardom. However, musicians like Canadian Michael Bublé have vehemently defended Justin Bieber. According to the Daily Mail, Michael Bublé believes that Justin Bieber’s critics are blowing everything out of proportion.

“I f***ing fully expect Justin Bieber to make poor decisions… I know this sounds crazy, but I think he could have done a lot worse.”

Despite his pending legal troubles, Justin Bieber appears to be making a successful comeback. The singer has already revealed plans to embark on a world tour in 2017, which will include Australia and New Zealand. Titled the Purpose World Tour, his tour will include concerts in major cities in the USA, Canada, Japan, Australia, and New Zealand. Additionally, the Australian leg of his tour will see concerts arranged in various venues that include Brisbane’s Suncorp Stadium, Perth’s NIB Stadium, Melbourne’s Etihad Stadium, and Sydney’s ANZ Stadium.

Justin Bieber has been hugely popular in Australia ever since he became an internet sensation. In 2010, a Justin Bieber tour in Sydney had to be canceled due to the unruly crowds who camped at the venue where the “Never Say Never” singer was scheduled to perform. According to the Sydney Morning Herald, much of the hysteria associated with Justin Bieber’s concerts have died down as his fans have grown up and new bands like One Direction and 5 Seconds of Summer have also become popular with teenagers.

[Featured Image by Peter Kramer/AP Images]

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