Dan S.
There are three indisputable facts about Justin Bieber.
He is a tremendously talented singer.
He has a following that is astonishing in its size and its intensity.
He is immediately charming and endearing.
Though two of these facts are completely positive and the third is arguably positive, I am not a Justin Bieber fan other than I find him and his following fascinating. I’m not sure there’s been a pop star in the past twenty years who has revealed more about himself and stardom and America and more.
His second album comes out today, so I figure there’s never going to be a better time for me to opine on exactly I believe Bieber is an important figure, even if I don’t appreciate him or his music the way I occasionally do pop stars (e.g. Taylor Swift).
The organic pop star
So just how popular is Justin Bieber, age sixteen of Stratford, Ontario? It’s hard to say with any level of specificity, but it’s pretty clear that a large portion of America thinks he’s the bee’s knees. His debut album — a nine-track EP, actually — went Platinum in just over a month, a pretty major accomplishment. He’s already had four Top 40 hits, which isn’t an egregious amount until you consider that he hasn’t released a full-length LP yet.
He also is one of the top ten worldwide trending topics on Twitter essentially 24/7. This is a periphery accomplishment, but I believe it is a crucial one as I’ll discuss in the third section of this article.
Bieber’s popularity precedes his pop charts presence. He’s one of few stars – maybe the only star – who was completely discovered on YouTube. His parents put videos online of recitals for family friends. A few people noticed, and his popularity spread by word of mouth until he had amassed 10 million views and earned the attention of a few major players in the music industry, including Usher and Justin Timberlake.
I’m a little sketchy on this transition, but I know there was something of a bidding war for this kid who was clearly tailor-made for pop stardom. Eventually, he was signed and Island Records and had his debut EP promoted by the Universal-owned label.
I think the fact that we can witness his transformation from chorus boy to superstar first hand is a key to Bieber’s popularity. In two or three clicks, you can see this normal-looking thirteen year-old with this astonishing voice belting out Alicia Keys on what looks like a community church choir stage. You can witness his growth into a full-fledged star and see his form gradually improve.
While he gradually gets better as you watch more and more recent YouTube videos, there’s also a fully-formed stage presence and confidence in his early videos. It lends him a certain type of legitimacy: He had this same flair for capturing an audience’s heart even before anyone knew his name.
Compare this to the products of The Disney Machine. Would Miley Cyrus be a multi-platinum future-skank if marketing teams hadn’t developed every aspect of her image? Could she have made it big if her dad didn’t sing “Achey Breaky Heart”? I think we all know that the answer to this is a resounding “no.” What about The Jonas Brothers? They clearly are more talented than Hannah Montana, it took a multinational corporation to turn them from a fundamentalist Christian band produced by their dad into huge celebrities.
Bieber’s image belongs to himself and to his fans who discovered him themselves. These fans can, just to verify Bieber is fuh-real as dreamy as they believe, watch the his early videos. They have this guarantee (or, perhaps, illusion of guarantee) that Bieber really is a charmer who could just as well have lived down the street from them. Now he’s living the dream by being himself, these fans say.
In this way, Bieber is a different kind of star. It’s rare for success cases to evolve so organically and to leave such a trail of evidence that can be revisited at any time. One for American Idol’s success is that it taps into this same process, although it has another commercial layer to it that YouTube doesn’t. Also, the Idol’s true normal-to-superstardom stories are pretty rare (Carrie Underwood, Kelly Clarkson).
If there’s a part of Bieber’s celebrity status that I actually like as opposed to find intriguing, it’s this verification that America is not all-consumed by the idea of celebrity. Sure, he’s still a celebrity with a rabid base of fans, but there is in fact something real about him: It’s something that Paris Hilton never had, that John Mayer is rapidly losing, and George Clooney just radiates. Sometimes the celebrity makes the person. Sometimes the person makes the celebrity. Most of the time it’s a balancing act, and Bieber gingerly navigates this equilibrium.
His success might just be his pretty-boy smile or his floppy haircut or his soulful baby voice, but I give America a little bit more credit than that. We detect that Bieber can walk the walk. Or, rather, he can sing the sing.
Just north of the border
As much as he’s both home-grown and front-page, Bieber also embodies two other polar disparaties: the comfortable and the exotic. As I discussed in the previous section, part of Bieber’s charm is that he could’ve been any boy who lived down the street. He’s certainly WASPy. He has a baby face but not one that would seem out of place on the high school football captain.
But it’s more complicated than that: His following is largely white suburban teenage girls, yet Bieber sings “black” music. His early YouTube videos covered Ne-Yo and Aretha and Alica Keys. Like Justin Timberlake, he’s rooted in a musical style pioneered and popularized by black musicians. From the perspective of a wealthy, white, American teenage girl, Bieber makes accessible this foreign, licentious music.
His music videos play off of this: He plays video games like a normal suburban fifteen-year-old one minute, and parties with Usher the next. Bieber’s key audience are at the age where they’re just starting recognize the thrill in a fast lifestyle he half-advocates, yet they still long for safe comfort, a place where you sit an play video games and listen to your parents. So far, Bieber’s success has depended on this balance.
I also think it’s important for American audiences that he’s from Canada. There’s something appealing and intoxicating about everything foreign: It’s as if “real America” is no longer real, and the only place where you can find something genuine and something exciting is outside of the borders of the states. Canada may be “the 51st state” culturally, but there’s still an element of mystery and otherness about him.
Further, Bieber is silly and playful in ways that are just on the verge of being sexual. He hasn’t quite crossed that line the way Timberlake forcefully (and awkwardly) did with FutureSex LoveSounds. But he doesn’t deny the wild-boy-soon-to-be-man inside of him. “Yeah so i like girls…im a 16 year old boy who can blame me. Nicole [Scherzinger of the Pussycat Dolls] is hot..i had to hit on her,” says Bieber on his Twitter.
Whether or not he’s really this way — and even if the corporate types have refined this image a little bit — he convincingly displays bad boy flair and good boy discipline (something that’s further enhanced by the fact that his fame as at least partially self-made).
Jack Bauer was right
Why is Justin Bieber a nonstop trending topic on Twitter? Nothing and nobody else commands even a fraction of the unrelenting and nonstop control of Twitter that Bieber exhibits?
There are a few explanations. One is that, so far, Bieber’s been basically all buzz and tease. Remember, he hadn’t released a full-length album until today. Another is that he currently has widespread.

There are three indisputable facts about Justin Bieber.
- He is a very talented singer.
- He has a following that is astonishing in its size and its ferocity.
- He is immediately charming and endearing.
Though two of these facts are completely positive and the third is arguably positive, I am not a Justin Bieber fan other than I find him and his following fascinating. I’m not sure there’s been a pop star in the past twenty years who has provided a more informative lens into America, and pop stardom, and more.
His second album came out just a couple days ago, so I figure there’s never going to be a better time for me to opine on exactly why I believe Bieber is an important figure, even if I don’t appreciate his music the way I occasionally do that of skillful, teenybopper pop stars (e.g. Taylor Swift).
The organic pop star
So just how popular is Justin Bieber, age sixteen of Stratford, Ontario? It’s hard to say with any level of specificity, but it’s pretty clear that a large portion of teenage America thinks he’s the bee’s knees. His debut album — a nine-track EP, actually — went Platinum in just over a month, a pretty major accomplishment. He’s already had four Top 40 hits, which isn’t an egregious amount until you consider that he hadn’t released a full-length LP before achieving the count.
He also is one of the top ten worldwide trending topics on Twitter essentially 24/7. This is a periphery accomplishment, but I believe it is a crucial one as I’ll discuss in the third section of this article.
Bieber’s popularity precedes his pop charts presence. He’s one of few stars – maybe the only true North American star – whose roots are on YouTube. His parents put recital videos online for family friends. A few people noticed, and his popularity spread by word of mouth until he had amassed 10 million views and earned the attention of a few major players in the music industry, including Usher and Justin Timberlake.
I’m a little sketchy on this transition, but I know there was something of a bidding war for this kid who was clearly tailor-made for pop stardom. Eventually, he was signed and Island Records and had his debut EP promoted by the Universal-owned label.
I think the fact that we can witness his transformation from chorus boy to superstar first hand is a key to Bieber’s popularity. In two or three clicks, you can see a normal thirteen year-old with this astonishing voice belting out Alicia Keys on what looks like a community church choir stage. A few clicks later, you can see his multimillion dollar music video. This growth into a full-fledged star is right in front of all of us. It’s not just the fame: you can see his form gradually improve, too.
While he gradually gets better as you watch more and more recent YouTube videos, there’s also a fully-formed stage presence and confidence in his early videos. It lends him a certain type of legitimacy: He had this same flair for capturing an audience’s heart even before anyone knew his name.
Compare this to the products of The Disney Machine. Would Miley Cyrus be a multi-platinum future-skank if marketing teams hadn’t developed every aspect of her image? Could she have made it big if her dad didn’t sing “Achey Breaky Heart”? I think we all know that the answer to this is a resounding “no.” What about The Jonas Brothers? They clearly are more talented than Hannah Montana, but it took a multinational corporation to turn them from a born-again Christian band produced by their dad into huge celebrities.
Bieber’s image belongs to himself and to his fans who discovered him themselves. If they ever want to remember just how “real” he is, to verify Bieber is fuh-real and as dreamy as he seems in the glam shots, they watch his early videos. They have this guarantee (or, perhaps, illusion of guarantee) that Bieber really is a charmer who could just as well have lived down the street from them. Now he’s living the dream, and he didn’t have to sell out or change. He just had to be himself.
In this way, Bieber is a different kind of star. It’s rare for success cases to evolve so organically and to leave such a trail of evidence that can be revisited at any time. One for American Idol’s success is that it taps into this same process, although it has another commercial layer to it that YouTube doesn’t. Also, the Idol’s true normal-to-superstardom stories are pretty rare (Carrie Underwood, Kelly Clarkson).
If there’s a part of Bieber’s celebrity status that I actually like — as opposed to find intriguing — it’s this verification that America is not all-consumed by the idea of celebrity to the point where they don’t care about substance. Sure, Bieber is still a celebrity with a rabid base of fans, but there is in fact something real about him: It’s something that Paris Hilton never had, that John Mayer is rapidly losing, and George Clooney just radiates. Sometimes the celebrity makes the person. Sometimes the person makes the celebrity. Most of the time it’s a balancing act, and Bieber gingerly navigates this equilibrium.
His success might just be his pretty-boy smile or his floppy haircut or his soulful baby voice, but I give America a little bit more credit than that. We detect that Bieber can walk the walk. Or, rather, he can sing the sing.
Just north of the border
As much as he’s both home-grown and front-page, Bieber also embodies two other polar disparities: the comfortable and the exotic. As I discussed in the previous section, part of Bieber’s charm is that he could’ve been any boy who lived down the street. He’s certainly WASPy. He has a baby face but not one that would seem out of place on the high school football captain.
But it’s more complicated than that: His following is largely white suburban teenage girls, yet Bieber sings “black” music. His early YouTube videos covered Ne-Yo and Aretha and Alica Keys. Like Justin Timberlake, he’s rooted in a musical style pioneered and popularized by black musicians. From the perspective of a wealthy, white, American teenage girl, Bieber makes accessible this foreign, licentious R&B.
His music videos play off of this: He plays video games like a normal suburban fifteen-year-old one minute, and parties with Usher the next. Bieber’s key audience are at the age where they’re just starting recognize the thrill in a fast lifestyle he half-advocates, yet they still long for safe comfort, a place where you sit and play video games and listen to your parents. So far, Bieber’s success has depended on this balance.
I also think it’s important for American audiences that he’s from Canada. There’s something appealing and intoxicating about everything foreign: It’s as if “real America” is no longer real, and the only place where you can find something genuine and exciting is outside of the borders of these states. Canada may or may not be “the 51st state” culturally (depends who you ask), but there’s still an element of mystery and otherness about him.
Further, Bieber is silly and playful in ways that are just on the verge of being sexual. He hasn’t quite crossed that line the way Timberlake forcefully (and awkwardly) did with FutureSex LoveSounds. But he doesn’t deny the wild-boy-soon-to-be-man inside of him. “Yeah so i like girls…im a 16 year old boy who can blame me. Nicole [Scherzinger of the Pussycat Dolls] is hot..i had to hit on her,” says Bieber on his Twitter.
Whether or not he’s really this way — and even if the corporate types have refined this image a little bit — he convincingly displays bad boy flair and good boy discipline (something that’s further enhanced by the fact that his fame as at least partially self-made). This is what America — at least the suburban America I know — longs for. Danger without the terror. Bieber has it, just like Britney did for a few years and like so many iconic pop stars through the ages have: Sexiness without the sex.
Bauer vs. Bieber
Why is Justin Bieber a nonstop trending topic on Twitter? Nothing and nobody else commands even a fraction of the global control of Twitter that Bieber exhibits.
There are a few explanations. One is that, so far, Bieber’s been basically all buzz and tease, and Twitter is all about buzz and tease. If there’s one thing Twitter isn’t, it’s substance, just like Bieber’s career lacks notable substance.
Next, his hits have been pretty global. He’s had recent top five hits in at least four continents. Unlike hits that connect with primarily with regional audiences — gangster rap in the US, metrosexual dance pop in the UK, guy singers who look like girls in Japan — Bieber’s crooning has appealed to worldwide masses.
But I believe something deeper is at play here. Try this experiment: Do a Twitter search for Justin Bieber and see how many names you have to scroll down until the user’s name refers to Justin Bieber. I give you an over-under of 6.5. An astonishing amount of these usernames follow this format: “[Name]Bieber##”.
It really doesn’t take much research to realize that a bewildering number of girls want to marry Justin Bieber. Not just that — but, when given a dozen or so characters to capture their essence, these girls chose to signify their desire to marry him.
This is the type of insight into the developing adolescent female that would’ve been impossible a decade ago. Thousands and thousands of professors and writers and academics spend their time at universities writing about “gender studies” and “American feminism” when really, they can only speculate and guess how the female psyche works.
And yet, here is a direct insight to surpass any set of hypotheses or speculative arguments: Girls, when given a chance to summarize their identity in a few characters, focus on the fact that they want to marry the guy of their dreams. In other words, young women want nothing more than they a comfortable place in traditional patriarchy.
In a seminar about the depiction of terrorism in the media, we recently debated whether Jack Bauer in the anti-terrorism show 24 is fighting to preserve traditional, American patriarchy as much as he is national defense. A few of the feminist thinkers in the seminar objected to this: Bauer cares less about patriarchy than he does his own masculinity, they claimed. Really, he wants to solve people’s problems (and he wants to do it NOW) because he’s insecure about his own pudgy-looking, average existence, they argued.
The two sides of this battle really never came to a healthy truce, because we conceded there’s really no way we can ask the masses what subconscious reasons they root for Jack. But we were wrong; Twitter can give us this answer. So is it his struggle with mortality and insecurity viewers empathize with? Or is it his defense of the comfortable, prototypical American family unit where the man provides and the woman supports?
Bieber’s Twitter following not only suggests that it’s the latter, but that Jack’s stance is appreciated by developing women who long for nothing more in this world than the firm, loving grip of a man to take care of them and stay with them forever. Justin Bieber: sabotaging America’s progress in feminism since late 2009.
(Note that my tongue remained at least partially in cheek for the duration of this article.)