Justin
Bieber has a higher score on the Klout online "influence" scale than Barack Obama or The Dalai Lama. 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. Before 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 November 2010 to have more than six million followers. Since then he has
been consistently gaining followers at an average of 24,000 per day. 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 as a "teen
heartthrob".Wax statues of Bieber are on display at Madame Tussauds wax museums in New York, Amsterdam and London.
His change of hairstyle in 2010, and the consequent alterations to Bieber
products, led to it being called 'the most expensive musical haircut of all
time; one company spent $100,000 to fix its dolls for the 2011 Christmas
season.
Bieber
has also been criticized for looking and sounding younger than his age, his
teen-pop music, image, and frequent media attention. He has been a frequent
target of Internet bloggers and message board posters, notably by users of Internet message
board 4chan and users of YouTube. Nick Collins of The Daily Telegraph
speculated that "Bieber's character also appears to strike a particularly
sour note with his Internet critics, with many remarks commenting on his
youthful appearance, his teen-pop songs, his image as a heart-throb to young
teenage girls and his manner of speech".
Bieber's
androgynous appearance has also been frequently noted in the
media, including when he appeared on the cover of LOVE magazine's androgyny
issue in 2011.
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