The Justin Bieber Experience

In class lately, we have been discussing the topic of both brands and advertising, even toying with the idea of celebrities as brands. Yes, celebrities can most definitely be brands. Perfumes and fragrances are perfect examples. Picture it: You're an avid fan of Britney Spears. "Hit Me Baby One More Time" is shamelessly still the most played song in your iTunes library, and OH NO! you've just run out of perfume. So, you venture out to the nearest store where Britney's new fragrance is sitting front and center on the shelves. Five minutes and $23 later, you now smell exactly like Mz. Spear's current favorite aroma. Hook, line, and sinker- you've just fallen into the trap of celebrity branding. It doesn't matter if you're not exactly crazy about the fragrance, it's all about the celebrity endorsing the product that made you think it was cool enough to buy. Now that you understand (I hope...) what I'm trying to get at with the idea of celebrity branding, I should probably fill you in on my reasoning behind this blog... But, you have to promise to continue reading no matter whose extremely talented and underaged name I mention.

Most know him as Justin Bieber, JB, J-Beebz, or my personal favorite, The Biebs. It's no secret that his trademark hair flip can make the heart of any girl under the age of 16 melt in less than 5 seconds. Nor is it unknown that this kid is in truth exceptionally talented at both singing and dancing (and now acting? *in reference to his new movie Justin Bieber: Never Say Never*). 

For this reason, Glee decided to incorporate the Bieber brand into it's show this past Tuesday. When one of the main male characters, Sam, is going through a rough patch with his girlfriend, he knows it's time for a change and is willing to do anything to get his girl back. So, he decides to take on what it means to be The Biebs. He reasons that girls love The Biebs, so in order to get his girlfriend to love him again, he must, therefore, embody The Biebs. At school the next day, he walks in wearing black jeans, a black v-neck t-shirt, a purple hoody, Nike dunks, and his hair combed across his forehead. He's clearly wearing the Justin Bieber. There it is- Celebrity Branding. This look is now the brand of Justin Bieber, which is clear when three more boys on the show walk in wearing the same branded outfit the next day. Whether most viewers are aware of it or not, Glee has just co-branded their show with Justin Bieber, at least for this episode in particular. Looks like we just can't escape The Biebs...




Ps. Just came across this on Hulu- The brand of The Bieber strikes again!