ABOUT THE BOOK

Justin Bieber, thanks in no small part to his legions of devoted and adoring fans, is the subject of one of Wikipedia's most popular articles. According the The Observer, a UK-Based newspaper, Bieber is more influential in the social networking world than such world figures as President Barack Obama and the Dalai Lama. Jan Hoffman of The New York Times postulates that Bieber's YouTube channel has played a crucial role in his appeal and popularity.

Long before the release of his first EP, My World, Bieber's YouTube channel had already garnered millions of views. This savvy and unarguably successful marketing ploy was pivotal in attracting a devoted fan base even before he had officially released a record. So just how did this young Canadian boy rocket from obscurity to being one of the most popular teen idols of all time?

EXCERPT FROM THE BOOK

Braun then flew Bieber, just age thirteen, down to Atlanta to record some demo tapes. Within a week of his arrival, Bieber found himself performing for R&B sensation Usher, who was also Braun's buisness partner. Usher was at least as impressed with Beiber's talent and appeal as Braun was, and Bieber was shortly contracted to Raymond Braun Media Group (RBMG), a joint venture established by Usher Raymond and Scooter Braun. Justin Timberlake was also reportedly in the running to sign the young artist, but lost the bidding war to Usher.

Usher then began work on the process of finding a record label for his young protegé with the assistance of his then-manager Chris Hicks, who helped procure an audition with his contact at Island Def Jam Music Group, Antonio L.A. Reid. In October of 2008 Reid signed Bieber to Island Records, resulting in a joint venture between RBMG and Island Records. Reid also appointed Hicks as executive Vice-President of Def Jam so he would be able to manage Beiber's career at the label…

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Kathleen P.

Böcker