Wednesday, April 20, 2016

Scandal: The Justin Bieber Saga

I know, I know, it’s Justin Bieber. When people hear his name there is a 50% chance that they will scream or cringe. He quickly went from being one of the most beloved celebrities to the most hated. After he announced his “retirement” from music at age 18, his behavior quickly spiraled out control. Although, some argue that his actions were clearly misdemeanors (minus a few), that any rebellious high school kid would commit, it was arrogant attitude that came a long with it that quickly tarnished his image. He treated people like they were below him. This came as a shock to the “Belieber” community because of the good-guy, boy next door, brand that he and his team created.

Stage 1 of Bieber’s Image Restoration: Heartfelt family video.

In June of 2014, Bieber published a video to his YouTube channel, of he and his four-year-old little brother having a conversation. The conversation ends with Bieber hugging and giving his brother a kiss. There is no doubt that Bieber loves his siblings, it just happened to serve as a reminder of his tender hearted character that the world grew to love.

Stage 2 (the biggest move) The Widely Known Comedy Central Roast.

In March of 2015, Bieber appeared on Comedy Central’s Roast. He was ripped a part.
The disses ranged all over the place.

·      "I'm proud of you. You have it all. You literally are a guy who has it all — except for respect, love, friends, good parents, and a Grammy."
·      "Justin’s fans are called Beliebers because it’s politically incorrect to use the word retards."
·      "Justin you have no idea what you're in for. I'm sure it's great to have 60 million followers on Twitter, but the only place people will be following you in jail is into the shower."

The roast was what reminded people that Bieber was still alive and it also gave people the chance to let him know what they really thought about him. It served, as a humbling experience for him to realize how hated he was. It conveniently gave him the opportunity to publicly apologize for his behavior.

Stage 3: Release of New Music
When Bieber finally came back from “retirement” and recorded on a track with Skrillex and Diplo, people began to realize why he was famous in the first place. It’s better off to be considered a jerk but at least have good or a catchy music than to just be a jerk. After the success of “Where Are You Know?” Bieber and his team promoted and released his newest album, “Purpose.” The story behind his album title won the majority of his fan base back.

Props to Bieber’s PR team, they had a diva on their hands, but their strategy has plunged Bieber back into the limelight and it was all done ethically.  His reputation of being a punk kid have faded and he is now known as the guy who makes girls randomly shout, “My mama don’t like you and she likes everyone!” out of nowhere.


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