Justin Bieber might be the New King of Re-branding

Over the past few years, Justin Bieber has shed his cute teenage heartthrob image for a more mature, sensitive, and romantic one. The transformation was quite bumpy, as it was filled with arrests for drunk driving and vandalism. His late teen years were a PR nightmare for the young artist.

Among the negative press were arrests, speeding, and avoiding charges due to his celebrity status. Justin was arrested for a DUI and drag racing in Miami. He allegedly assaulted a photographer, and was accused of vandalizing his neighbors home. In addition to this news, tabloids have been covering his alcohol and substance use as a celebrity underage. These antics, however, are not uncommon for child stars. It happened to Britney Spears, Drew Barrymore and, of course, Miley Cyrus has made it clear she’s no Hannah Montana.

In recent months Bieber’s personal brand has transformed for the better. His powerful media presence and publicly apology show the world he isn’t so bad after all!
His first step was asking James Franco to feature him on “The Roast of Justin Bieber.” Celebrities and comedians joined together to roast Justin, who at the end of the show publicly apologized to everyone for his actions. Perfect timing for the upcoming release of his new album, Purpose.

Months before the release of Purpose, Justin used Twitter and Instagram to promote the album. On Twitter he tweeted count downs to the release of the song Sorry. He used the Instagram grid/quilt trend to post the album cover photo and other promotional images. Justin also made appearances on various talk shows.

Today in the media, Justin presents himself as a sweet, sensitive guy which pairs perfectly with his album which references heartbreak and past relationships.

Men and women of all ages are going crazy over songs on the Purpose album. The success of the album can be credited to his musical abilities, but people may not have given it the time of day if it were not for the new image he created through appearances and social media. Shows for the Purpose world tour have been selling out in minutes and the album hit #2 on iTunes with many Purpose songs featured in the top 50.

This guest blog post was written by PRowl staff member Taylor Liddy. 

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