Sunday, February 13, 2011

Bieber Fever Stoked

Whoever thought this would be the right time to release "Gnomeo and Juliet" and "Just Go With It" may already be looking for another job... Or career. Because anyone who says "Keep your eyes on the haircut," isn't talking about "the Rachel" from the year when Bieber was born.

The Timing

It's no accident that Justin Bieber hit the big screen with the 3-D concert film, "Never Say Never" on the same weekend as the 2011 Grammy Awards, for which he received several nominations.

In music & movie industries (manufacturing/assembly line imagery fits) it's all about the money and marketing... But in a blitz of pre-release publicity appearances all over American TV, he looks like a fashion that can become more than just another flavor of the month.

The Trailer

Justin Bieber, on the cusp of something. (movie promo photo)

Targeting The Tweens

More than 50% of this year's Grammy award nominations went to independent label artists... But it's the marketing machine of major labels (in this case the Universal Music Group) orchestrating the build-up. Between the Grammys & his 3D concert movie, the next phase of the teen star's career starts now, with a younger than indie crowd.
"Beliebers" Fuel The Fire
Audio Embed: All Things Considered 2/12/11,
Host: Guy Raz.

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