Believe in Justin's talent

The way Justin Bieber makes money and increases followers by the second is absolutely unbelievable. Save for the fact that it’s all real and happening now. I grant that he is a child of the digital age. He was discovered on YouTube and was counting views alongside sales on his first time out as a recording artist with the single, One Time. But it still boggles the mind how he rose to fame and big money within such a short period. Only two years!

As per the business magazine Forbes, the teen-aged Bieber made $55M last year from record and video sales, concert tours, product endorsements and other things from which pop idols make a living. As of now, he has already sold 15 million albums, has 43 million Facebook followers and more than 22 million on Twitter. It also helped that he made one movie, the 3D documentary Never Say Never, appeared in the TV series, CSI, wrote a book and hocked dolls and nail polish.

I saw Bieber initially as a product of astute marketing. From the time he was signed to the Usher-owned RBMG/Island Def Jam label in November 2009, every move in his career has specifically targeted, the young, social network active set. Get the formula: Songs and videos posted first on YouTube, online sales, deluge of info on FB and Twitter and then bring out the kid live in concert as the mania reaches the boiling point.

The strategy and the clever pacing of song releases have resulted in the birth of the biggest star of this new era. Bieber, a previously unknown kid from Ontario until his mother posted his videos on the Net, is now the most popular artist on YouTube. He has an unprecedented two billion video views. The number is still rising. In fact, the video of Boyfriend, the first single out of his new album, Believe, notched a total of eight million views during its first 24 hours on YouTube. That is huge.

Speaking of Believe, I just listened to the CD and l know now why Bieber is showing great staying power at the top. While a lot of effort goes into his marketing, a lot more goes into giving the public a good product. I do not mean just packaging Bieber the pop star, but also his music. The boy is no soulful, power singer. His vocals are sweet and adequate. But Believe is so well-produced and has such beautiful songs that I honestly enjoyed listening to the album through.

I listened again and again and again with the volume turned down a bit just so nobody will barge in wondering why was I listening to a Bieber CD. It’s the job! And one of the great things about it is finding albums like Believe. It feels good to know that his success is not just because of his looks or his hair, Bieber deserves the adulation because he makes great music. How nice, too, to find out that the kid is learning about creating music from very good teachers, Usher and Scott “Scooter” Braun, who discovered Bieber on YouTube.

Believe is made up of new originals all of them save for one cut, co-written by Bieber. He performs well in every track. The songs are an assorted batch with dance and club keeping company with ballads and there are big name guests to spice up the hip-hop beat. Ludacris in All Around The World; Big Sean in As Long As You Love Me; Drake in Right Here; and Nicki Minaj in Beauty and A Beat.

Surprisingly, maybe because his singing is so heartfelt, Justin is at his best with the ballads. My favorite is Believe, an inspiring number that I can also hear R. Kelly or Carrie Underwood sing. How about Die In Your Arms? This is another good one that I think even the late Michael Jackson himself would have considered recording. If you want something romantic, there is the guitar-set Be Alright that reminds me of early Elvis Presley. There are also, Boyfriend, Catching Feelings, Take You, Fall, Thought of You and One Love. All of them are very good.

Speaking of Elvis. Take a good look at Justin on the CD cover. Those lips, that pout, the narrowed eyes and the hair pompadour all smack of the departed Presley. Digital or not, singing idols have not really changed much over the years.