Unlocking The Power Of “Belieber” Marketing

Bieber in WingsWhether you’re a Belieber or not, there’s no denying that Justin Bieber has long been a teen phenomenon and is a model in the marketing world as well. He’s built an army of loyal fans from social media, paved the way for other artists to do the same, and remains a powerhouse performer and teen idol. We attended his concert at Madison Square Garden last night, where it became eminently clear why he’s still a favorite among tweens, teens, and twentysomethings; he continuously celebrates fans for being a part of his journey and for believing in him. This authentic attitude and his enormous appreciation for his fans is something that marketers across all industries can learn from and adopt.

Fans have always been a huge part of Bieber’s success from making his YouTube videos go viral to showing up at events to support him. Throughout the concert last night, he kept thanking his fans for all that they’ve done and even took time to express this in video form. Various clips of him circa his childhood YouTube days were shown on screen and Bieber noted how his fans helped discover and launch him to stardom. As a result, fans feel a strong attachment to him since they knew of him before he was famous, and in essence, were invited in to the process of making him a star. Brands can take note of this by inviting their consumers/fans in early as well, and letting them give their input in the creation of a product.

Bieber also went into detail discussing how fans have always been there for him, and he thanked them for everything they’ve done, no matter how big or small. They’ve tweeted about him and retweeted his links, bought his albums, merchandise and movie tickets, attended his concerts, made shirts, signs, and more. Many of the actions he mentioned related to fans sharing their love on social…

 
 
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Millennial News Feed

Quote of the Day: “My dream for the future is complete financial independence from parents and any others, and a very satisfying career that I enjoy (a high salary would be a plus, but not essential).” –Male, 25, PA

The pickup game could become a thing of the past. According to ESPN, playground basketball as we’ve known it is dying. Crime has pushed many urban kids off of outdoor sports spaces to indoor courts that can be controlled. Meanwhile, high school players who want a future in the sport are turning to organized leagues like the Amateur Athletic Union over yard games where “street cred” ruled over building skills to showcase for schools. (ESPN)

Let wants to be the “ultimate, coolest” social network for teens. The app was built on the concept that “Facebook is not for teenagers anymore” and that they are looking for a more positive, gamified experience. Let creates leaderboards to show the members who have amassed the most stars, the equivalent of a Like, and has recently gained members—reportedly doubling in size every two weeks—thanks to YouTube stars like Jake Boys joining and “bringing their followings with them.” (TechCrunch)

Are Millennial marriages in beta? A lot has been said about the generation’s delayed walk down the aisle and their rearrangement of traditional adult milestones. Now, a new study has found that even after they’ve walked down the aisle it might just be to test the waters: 43% of Millennials “would support a marriage model that involved a two-year trial,” and 33% would be open to licenses that require the “terms” to be renegotiated after a certain amount of time.  (Time)

Young consumers have made music streaming their clear preference, and it is currently the only area in the recorded music industry experiencing growth. Apps like Spotify, Pandora, and iHeart Radio are competing for their attention, and their loyalty. But an epic streaming battle could be about to begin: tech titans like Apple, Google, and Amazon are acquiring their own streaming tools in order to control the future of the music market. (Quartz)

Some are dubious as to whether social apps can create real media stars, but it can’t be denied that for young artists today the path to fame has diversified, and online followings can impact careers. Case in point: 15-year-old Vine star Shawn Mendes’ self-titled EP hit No. 1 on iTunes only 37 minutes after its release, thanks in part to his 2.9 million followers spreading a #ShawnToNumber1 hashtag. (Mashable)

Quote of the Day: “My dream for the future is to become an entrepreneur so I can become my own boss. I also want to become successful to help other people who are in need.” – Female, 23, CA

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