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Online Video and Social Media is the Secret Ingredient to Beiber Fever

Posted on Feb 17, 2011

It’s True: Justin Beiber, iconic haircut aside, marks an iconic turning point in the crossroads of social media, online video, entertainment and our ever-shrinking global economy.

Discovered On YouTube
Justin Bieber grew up in a small town in Canada; however he skyrocketed to international fame and revenues in the billions in less than a three-year timeframe. Bieber’s manager, Scooter Braun, viewed Bieber’s video on YouTube, and decided to invest the time to continue the trend.

Braun arranged the life-changing meeting for Usher and Bieber. This led to Bieber being signed by Raymond Braun Media Group (RBMG), a joint venture between Braun and Usher, and then to a recording contract.

International Superstar
Whatever we may think of the tween heartthrob’s hair, there is no denying it: “Bieber Fever” has taken the world by storm. He has sold millions of records, received multiple Grammy nominations, and will be debuting his new movie “Never Say Never”.

In the words of Bieber’s manager, when asked what strategies were behind Justin’s incredible overnight success:

“…We built his YouTube channel over three years. He had a bigger YouTube channel before we even did a record deal with Usher. All the statistics pointed at the Internet, and kids are spending more time on the Internet as opposed to TV and radio…

…we had our finger on the pulse because we communicated directly with the consumer

…As Justin has become bigger and bigger, we haven’t left them behind. He continues to tweet often, post YouTube videos, and spends time on Facebook.”

Well; there you have it. Online video on YouTube is the key ingredient in Justin Beiber’s stardom—and continued success.

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