Biebes
Again about Biebes.
One of the greatest modern #marketing projects.
Justin is again at the top of the charts. No wonder, shit loads of work, energy and money were invested into him. We need to study Biebes and other such successful projects.
Let us dive a bit deeper. I’m just gonna copy paste stuff from the articles that I found, but I advise you to read them fully to get a better idea.
warning: it’s all about Justin Bieber
(my comments are marked with ▌▌)
Origin => “Scott “Scooter” Braun, now 29 — an aspiring manager and Atlanta transplant who cut his music-industry teeth working as a marketing executive at Jermaine Dupri’s So So Def Recordings — happened upon another YouTube video of Bieber singing Ne-Yo’s “So Sick” and was instantly floored.”
https://www.youtube.com/watch?v=csymVmm1xTw
“Bieber was soon signed to Raymond Braun Media Group (RBMG), a joint venture between Braun and Usher” … “Bieber's first single, "One Time", was released to radio while Bieber was still recording his debut album.” … “The song reached number 12 on the Canadian Hot 100 during its first week of release in July 2009”
Music => … and that's smash songwriter and producer Poo Bear and production duo The Audibles. Together, they're the dream team behind some of Bieber's biggest hits...The Las Vegas-bred Audibles, consisting of Dominic "DJ" Jordan and Jimmy Giannos, have been working with Bieber for seven years, across three projects (Journals, Purpose and now Changes).
Management => Scooter Braun “Our past and present work includes Ariana Grande, Asher Roth, Black Eyed Peas, CL, Dan + Shay, David Guetta, Demi Lovato, EDEN, J Balvin, Justin Bieber, Kanye West, Karlie Kloss, The Knocks, Lil Dicky, Tori Kelly, Usher, and more.”
Strategy => “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, the mainstream didn’t realize the impact because there wasn’t validity till Justin became big.”
“He is that special superstar that you see once in a lifetime. He plays four instruments, self-taught. He showed that in is YouTube channel. He had an incredible tone in his voice. He was captivating and I think that the marketing was right. At the end of the day, the secret to the marketing was to keep it organic and authentic. Make the kids realize that it’s theirs. Don’t overproduce the videos. Don’t try and put in special editing. “
“We were very strategic with how we introduced stuff and when we introduced it. I think we also fed the hunger. I think we had our finger on the pulse because we communicated directly with the consumer, with the fans. We left them tell us what they wanted at time and constantly kept surprising them, and we kept our word, and that’s the most important thing. 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.”
“The secret is keeping it organic. When I see people say that Justin is part of this machine. No he isn’t. If my one laptop and my camera is a machine, then yes it is. There was no other marketing behind it. It was my laptop, a flip camera, and Justin and his laptop. We don’t give them passwords to anything. Justin does it himself and we create our own content. We keep it organic and that’s our secret. The only other secret is that he has something special that cannot be taught.“ - ▌▌well, the approach is marketing itself, keeping it organic. ▌▌
“The reason why is social media. Kids spend more time on there than anywhere else and Justin lives in that space. He might not be able to make it to Brazil next week, but he can talk to you directly on Twitter, which he does. And when I say “talk to you,” I don’t mean broadcast a message to millions of people. He literally answers fans directly every single day.” ▌▌ these days it’s a standard approach. ▌▌
1. Invest time to create an online presence.
2. Engage early, create a sense of ownership.
3. Listen to your fans, react accordingly.
4. Stay in touch with your audience.
Branding => “As far as his personal brand, I think that at a time when people are experiencing a recession, where people are seeing their parents lose their jobs, where people are going to college, doing the right thing, and can’t get a job, where home’s are being foreclosed on, here’s this kid, who comes from a background with a teenage mother.Justin and her struggled their entire lifetime, then he put videos on YouTube, and now he’s living this dream. It gave the kids hope, something to believe in, and Justin serves as a good role model when all their seeing on TV is spoiled kids on The Hills, where the message in almost every program on television is glamour, glitz, money, and entitlement. And in a recession, the last thing people want to hear about is entitlement. They want to hear about hard work, a successful story and “The American Dream.” And funny enough that “The American Dream” came from some kid in Canada.”
Marketing =>
***
“On Tuesday (February 4), the Biebster, 25, rolled out a "What Changes track are you?" filter, where users can match their face with one of the 17 cuts on the LP. “
***
▌▌from 2016 ▌▌
4 Months Ahead:
1. Pre-Release of First Single
Name: “What Do You Mean?”
Theme: Ticking clock (song opens and closes with a clock ticking sound), and black and white
Pre-release: 30-day count-down on social channels for first single for the month of August.
On July 29th they re-faced all Bieber social media accounts with the clock, song title and release date (Facebook cover photo, etc). Each day, and sometimes multiple times per day, they posted images and 15 second video clips of Bieber’s celebrity friends counting down the days until the release.
2.5 Months Ahead
2. Day-of First Single Release
On this day the Bieber Team hosted a 6 hour count-down in keeping with the clock-ticking theme, including a 30 minute warning, as well as a 5 minute warning. The ‘5 minutes left’ post included a compilation of fans holding up their own ‘What Do You Mean?’ signs. At the exact time of worldwide release, all Bieber social media accounts were re-faced simultaneously with the new single cover photo with text “available now”, including one that singled out the song being “available on Spotify now” in particular.
3. Official Music Video Release
Date: August 30, 2015
The Bieber Team aligned the release of the video with his performance at the MTV VMA’s. They hosted a short countdown to the VMA’s, including photo’s of behind the scenes footage and rehearsal videos with number of days left in the photo descriptions.
2 Months Ahead
4. First Single Follow Up
In the hours, days and weeks following the release, they posted on social accounts asking fans to post pictures of themselves singing the song.
6 – 4 Weeks Ahead
5. Official Album Release Announcement
Shortly after the music video release of the first single and still keeping with the original theme of black and white, they posted a simple image card that read “#nov13” with no further description.
1 Month Ahead
6. Album Pre-Order Available
the Bieber Team re-faced all social accounts with the new album cover, album title, and the text ‘pre-order now’.
7. Track-list Release
“November 13th marks the release date for Justin Bieber’s new album, ‘Purpose’. Last Wednesday, Bieber revealed his upcoming album’s track list by sharing song titles through wall graffiti around the world on Twitter and Instagram.”
8. Pre-release of Second Single
Name: Sorry
Theme: Black and white with album release cover and images of Justin
Pre-release: Second single announcement, plus 7 day-straight count-down
3 Weeks Ahead
9. Day-of Second Single Release
they officially released the second single, Sorry. Similar but in contrary to the first single, they released a video. This time it was not a lyric video, but instead, a dance video!
2 Weeks Ahead
10. Second Single Follow Up
Two days after the second single release, they followed it up by re-facing Facebook with the album cover, album title, and “pre-order purpose and get sorry instantly”, working from the momentum of the Sorry release and pushing pre-sales of the album. In addition, they posted a bunch of funny and random meme’s with “Sorry” written on it, just like they did the month prior for the Purpose announcement.
11. Third Single Release
Name: I’ll Show You
With no warning or pre-release, I’ll Show You was released to everyone’s surprise, available only on iTunes on Monday November 2, 2015, less than 2 weeks ahead of the album release. The only way to get the song was through the pre-order of the full album.
12. Fourth Single Release
Justin Bieber Love Yourself Stream Now Album Release Strategy
Name: Love Yourself
With no warning or pre-release, a FOURTH single from the album was released to everyone’s surprise on Monday November 9, 2015 ONLY on Spotify and Apple Music.
13. ‘Bieber Week’ on Ellen DeGeneres
For the full 5 days leading up to the release, Ellen hosted an official ‘Bieber Week’ on her daily live show. Each day, Justin was featured in a different way.
14. Announce Album Release Show
MONDAY: It wasn’t until the week-of the album release, that they announced on the Ellen show of the upcoming album release show at the Staples Centre in LA, which would also be broadcast live in Ellen.
15. Pop Up Merchandise Shop
16. World Tour Announcement
Day Of
17. Album Release Show
FRIDAY: Justin Bieber’s album ‘Purpose’ was released worldwide, following the new ‘world release Friday’ agreement, available for purchase on iTunes, and available for streaming on all major streaming channels such as Spotify and Apple Music. Justin performed live outside to thousands of fans in LA, with the whole world watching live on Ellen.
Following Day
18. Multiple Music Video Releases
On Saturday November 14th, the Bieber Team released a new music video PER HOUR for each track on the album on Vevo and YouTube, in order of tracklisting. The video’s were announced with 15 second snippets on Instagram
3 Weeks After
19. Intimate Home Town Show
Shortly after, they announced a surprise acoustic show in Toronto, Canada to take place only 3 weeks after the album release. Though Justin is from a small town a few hours outside of Toronto, it’s the closest major city. Although all of Justin’s World Tour performances are held in major stadiums and arena’s, this particular show would be to a small audience of only 1500 people.
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https://www.insider.com/list-of-artists-that-scooter-braun-manages-2019-7
http://scooterbraun.com/music
https://en.wikipedia.org/wiki/Justin_Bieber
https://www.hollywoodreporter.com/news/justin-bieber-cover-team-strategy-97658
https://www.billboard.com/articles/columns/pop/8551697/lil-nas-x-crashes-disney-world-wedding
https://www.forbes.com/sites/danschawbel/2011/02/11/inside-the-brand-of-justin-bieber-an-interview-with-manager-scooter-braun/#5a9de7175628
https://blog.hubspot.com/blog/tabid/6307/bid/6345/Social-Media-Marketing-Lessons-From-Justin-Bieber.aspx
https://incitrio.com/justin-biebers-music-marketing-campaign-makes-impact/
https://961now.iheart.com/content/2020-02-04-justin-bieber-uses-instagram-filter-to-unveil-changes-album-track-list/
https://smartistu.com/justin-bieber-purpose-album-release-strategy