The Biebs is releasing a second fragrance called “Girlfriend” — it was inevitable — and in a smart strategy to build excitement, he’s holding a “sing off” contest on Tumblr where fans tape themselves performing his song “Boyfriend” with re-written lyrics about being his girlfriend, and the winners will appear in a TV commercial for the scent.

The Biebs is releasing a second fragrance called “Girlfriend” — it was inevitable — and in a smart strategy to build excitement, he's holding a “sing off” contest on Tumblr where fans tape themselves performing his song “Boyfriend” with re-written lyrics about being his girlfriend, and the winners will appear in a TV commercial for the scent. (NY Times)