According to Jan Hoffman of The New York Times, part of Bieber’s appeal stems from his YouTube channel. Long before he released his EP, My World, in mid-November, the YouTube videos attracted millions of views.” Braun recognized the appeal.
Prior to flying him to Atlanta, Braun wanted to “build him up more on YouTube first” and had Bieber record more home videos for the channel. “I said: ‘Justin, sing like there’s no one in the room. But let’s not use expensive cameras.’ We’ll give it to kids, let them do the work, so that they feel like it’s theirs,” recalled Braun.
Bieber continues to upload videos to the same channel and has opened a Twitter account, from which he interacts with fans regularly; his account was reported in August 2010 to have over 4.5 million followers. The accounts also serve marketing purposes; for example, Bieber’s music video for “One Time” only began selling quickly after it was uploaded to YouTube.
Usher comments that while he and Bieber were both signed at the same age, “I had the chance to ramp up my success, where this has happened to Bieber abruptly.” As a result, Usher, Braun, Bieber’s bodyguard Kenny, and other adults surrounding Bieber constantly coach him on handling fame and his public image.
After signing Bieber, Usher appointed one of his former assistants, Ryan Good, to be Bieber’s road manager and stylist. Good, once nicknamed Bieber’s “swagger coach”, created a “streetwise look” for the singer which consisted of baseball caps, hoodies, dog chains and flashy sneakers. Amy Kaufman of The Los Angeles Times comments, “Though a product of a middle-class suburban upbringing in Stratford, Ontario, Bieber’s manner of dress and speech (“Wassup man, how you doin’?” or “It’s like, you know, whateva’ “) suggest he’s mimicking his favorite rappers.”
Bieber is often featured in teen magazines such as Tiger Beat, and has been labeled a “teen hearthrob”.
Here are some of his CDs…