‘Justin Bieber: Never Say Never’ film – the high point of a successful Social Media case study
With an upcoming film release (February, 11), world-wide teen sensation, Justin Bieber, has gone from being a talented, but virtually unknown kid, to becoming an international pop idol and a Hollywood movie star, in just about three years – an achievement that most people only dream of their entire lives.
Without necessarily wanting to pursue an acting career as well – at least not for the time being –, by starring in this movie, the 16-year-old singer just wanted to prove that he is not a factory product ‘made by other people’, and that he ‘really worked hard to get [where he is now, professionally speaking]’, as he explained to David Letterman, on the Late Show (January, 31).
Aside from reaching stardom – at a fast pace, one might add – in the music industry, the talented Canadian is soon to become a classic Social Media case study. As a child, Bieber taught himself to play the drums, piano, guitar and trumpet. In 2007, he came second in a local singing competition, with his own rendition of Ne-Yo’s ‘So Sick’ – performance that his mother posted on YouTube for friends and family to see. Very determined, and in a strong act of perseverance, she continued posting videos of her son covering various R&B songs, and so, his popularity on the social media site grew, and came to the attention of superstar manager and rapper Usher. The rest is history – and a very short one.
The film entitled ‘Justin Bieber: Never say Never’ was directed by Jon Chu (‘Step Up 3D’) and documents the young star’s path towards celebrity, showing 3D footage from his concerts and performances, and scenes filmed in his hometown, with his friends and family. But underneath this whole idea of presenting Bieber as a ‘normal kid who reaches a seemingly impossible dream’, there’s another aspect of the film that needs to be pointed out: making a documentary about oneself, so early in their career, can be called ‘high-class promotion’. This film is certainly not the peak of young Bieber’s career, but it surely seems the highest point of a successful PR and Social Media promotion plan.
Nevertheless, his story is truly inspiring!
Related articles
- ‘Never Say Never’ Director Says Justin Bieber Haters Have Come Around (mtv.com)
- Justin Bieber film selling advanced tickets starting Tuesday (hollywoodnews.com)
