About him
Justin Bieber is a 17 year old Canadian singer-songwriter who was discovered in 2008 by Scooter Braun after posting videos of himself singing covers of songs on YouTube. Braun later became his manager. It was arranged for Bieber to meet R&B star, Usher who soon signed the young star to Raymond Braun Media Group, then to a recording contract with Island Records offered by L.A. Reid. In early 2007 when he was twelve, Bieber entered a talent competition in his hometown called 'Stratford Idol' in which he came in second place. Videos of the competition were put on YouTube by his mother for his friends and family to watch. This was the beginning of his popularity.
Style and image
The longer hairstyle formerly worn by Bieber and its popularity with teenage girls proved to be cultural phenomenon, becoming one of the most copied hairstyles among teenage boys. Bieber changed his hairstyle in February 2011 in order to mature his image. Although it is apparent to his fans that he is growing up and becoming a more well respected artist, he aims to keep his clean image to appeal to his wide range of fans.
One Time
One Time was Bieber's first released single in 2009. It consists of a party setting full of teenagers, therefore relating to its target audience. As he was a new, very young artist, Usher features in the video, foreshadowing just how big he is going to become. The video is very relaxed and casual, therefore the audience are able to relate to the events. The fact that Bieber is the host of this party in a large, expensive house will attract teenage girls as they will want to be a part of it with him. The song is catchy which will thus attract new audiences and will be popular with the public. Lots of close ups and camera angles are used in the video, allowing the audience to be made aware of who the main focus of the video is and what the storyline is.
One Less Lonely Girl
The second released song from Bieber's debut album, My World, was written and produced by his mentor, Usher. It was released exclusively to itunes in October 2009 and was later released on radio. In the US, the single had 113,000 downloads in the first week. The video shows a situation in which teenagers can relate to, therefore appealing to its target audience. It also appeals to teenage girls as they want to be Bieber's 'one less lonely girl'. The video consists of bright colours to make it aesthetically pleasing to the viewers. The video is narrative based, allowing the audience to follow Bieber on his journey to find his girl.
Baby ft Ludacris
Baby was released from the second part of Bieber's album, My World 2.0. The song has received positive reviews from critics who complimented the song's effective lyrics and chorus, and commended Ludacris' part and the song's ability to have an urban twist. It has become Bieber's biggest hit to date charting in the top ten in the UK, US and Canada. In July 2010, the video became the most viewed video on YouTube. As he was performing with rap star Ludacris, Bieber was able to attract new audiences and relate to more people.
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