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Although we experience JB as authentic Holmes and Redmond (2007) argue that presenting an authentic self is still a mediated construction made available for public consumption.

With social media being a marketplace for the culture economies it encourages conspicuous consumption and has a highly visible metrics of success.

Therefore, it could be said that JB’s repositioning is not as authentic as it seems and we are still seeing a manufactured construction just in a different context.

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Fan focused - presents JB as a popular celebrity

Mocks previous star image through humour - signifies a reposition

Talk of his Calvin Klein campaign - sexualises his star image - presents him as the typical hyper masculine star - additionally through his change in music his appealing to a wider fan base and this is playing up to that.

Career focuses with no mention of relationships -  conversation is centres around his music.

Use of humour to make JB this cool, funny, popular guy.

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This medium was key for JB in repositioning his self image - our experience of him is centred around his sincerity/truth/closeness/genuine - creates a relationship that allows for connection and identification.

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More unique look that is more iconic to him and less centred around a generalised pop star image.

'fighting with tom cruise' - allows JB to position himself against Tom Cruise - distances himself from the 'Hollywood' star - he is different now and has his own identity.

Talks about the wedding as he invites us into his private sphere - no mention of relationships in his 2015 version.

See a change from the hyper masculine star image to one that is in touch with his feminine side through mention of his 'sensitive side'.

Consistent use of humour throughout both Carpool Karaokes to position JB as a likeable and relatable star - this is also consistent throughout all of his star images.

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Very significant in representing his transition from a bad boy, highly publicised star image to a mature, self-caring and loved up star image,

Use of Hailey Bieber within the campaign to affirm a star image that is less centred around his career and more around his family life now.

Hailey Bieber is a very mature female star and by presenting themselves together it authenticates Justin Bieber's private life and persona to fans by inviting them in to witness the relationship.

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Hailey Bieber stars in the latest Calvin Klein campaign, along with her husband, Justin Bieber.

In a series of shots, the newlyweds pose in their underwear, proving that they're very much in love.

The Biebers got married for a second time just last week.

Fresh from their second wedding, Hailey and Justin Bieber are proving that they're a team to be reckoned with.

Calvin Klein stalwart Justin has been joined by his wife in the brand's new campaign, and some of the photos are a little... revealing. The couple strips down to their underwear and proves that PDA can only improve an ad campaign.

The incredibly photogenic couple posed for four photos together, in various states of undress. From showcasing Justin's impressive array of tattoos, to looking adoringly at one another, the Biebers bring their love to the fashion world.

The Biebers also played house in the campaign's video, which saw them watching an old school TV together as they cuddled up on a '50s style couch.

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Kendall Jenner also stars in the campaign, posing in both her underwear, and in a chic matching Calvin Klein set. The model, of course, attended the Bieber nuptials in South Carolina, where she stunned with crimped hair and wearing a slinky velvet dress with a fitted bodice.

Hailey also co-stars in the music video for Justin's latest song, " 10,000 Hours," which is a collaboration with country duo Dan + Shay. Understandably, there's a lot of PDA in that too, as the Biebers are most definitely in their honeymoon period right now.

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Justin and Hailey Bieber Team Up for Steamy Calvin Klein Campaign

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Hailey Bieber stars in the latest Calvin Klein campaign, along with her husband, Justin Bieber. In a series of shots, the newlyweds pose in their underwear, proving that they're very much in love. The Biebers got married for a second time just last week.

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Last attendance to an award show was when he performed at the 2015 VMA's

He said he wont be attending until his new album 'Changes' was released, and after putting music on hold to focus on his mental health this absence was prolonged.

He is taking charge of his star image and removing himself from the limelight  to limit what media constructs can be made of him.

Promoting a star image he wants to be rather than what the fans, media, music industry want of him.

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Justin Bieber was and still is one of the most talented and successful musicians to date.

While the singer has been keeping a low profile these past few years, fans miss seeing him in the public eye, especially during award shows.

While Justin Bieber hasn't attended an award show in years, many can't help but wonder if the singer has plans to attend one in the near future?

Bieber has vowed to skip all award shows until his new album is released

Since coming onto the music scene back in the mid-2010s, Justin Bieber was known for attending A-list events throughout the years, mostly award shows.

Whether it was to perform on stage or just rack up the awards, Justin Bieber was always front and center during these highly-anticipated events year after year.

When the singer performed during the 2015 MTV VMAs, no one thought that that would be the last time we'd see Bieber attend an award show.

With all of the pressure of being in the spotlight and being faced with his own personal struggles, Justin Bieber made the choice to step away from the public eye and everything that comes with it.

In the years following his 2015 VMA performance, Bieber has skipped out on every award show and continues to do so.

While Bieber was nominated for Best Collaboration with Ed Sheeran for their song "I Don't Care" at this year's MTV VMAs, many aren't shocked by his absence.

Though some of us miss seeing Justin Bieber attend these award shows, there is a reason why the singer has been opting out of them these past few years.

Back in January 2018, TMZ reported that Bieber would skip all award shows until his new album is released and he has new music to perform and promote.

Bieber is currently focusing on his health and personal life

While The Biebs hasn't released a new album just yet, he explained back in March that he was putting his music on the backburner while he focuses on his mental health.

In a lengthy Instagram post Bieber wrote,

So I read a lot of messages saying you want an album .. I've toured my whole teenage life, and early 20s, I realized and as you guys probably saw I was unhappy last tour and I don't deserve that and you don't deserve that, you pay money to come and have a lively energetic fun light concert and I was unable emotionally to give you that near the end of the tour. I have been looking, seeking, trial and error as most of us do, I am now very focused on repairing some of the deep rooted issues that I have as most of us have, so that I don't fall apart, so that I can sustain my marriage and be the father I want to be. Music is very important to me but Nothing comes before my family and my health. I will come with a kick ass album ASAP, my swag is undeniable and my drive is indescribable his love is supernatural his grace is that reliable.... the top is where I reside period whether I make music or not the king said so. 👑 but I will come with a vengeance believe that.. (grammar and punctuation will be terrible pretend it's a text where u just don't care).

So I read a lot of messages saying you want an album .. I've toured my whole teenage life, and early 20s, I realized and as you guys probably saw I was unhappy last tour and I don't deserve that and you don't deserve that, you pay money to come and have a lively energetic fun light concert and I was unable emotionally to give you that near the end of the tour. I have been looking, seeking, trial and error as most of us do, I am now very focused on repairing some of the deep rooted issues that I have as most of us have, so that I don't fall apart, so that I can sustain my marriage and be the father I want to be. Music is very important to me but Nothing comes before my family and my health. I will come with a kick ass album ASAP, my swag is undeniable and my drive is indescribable his love is supernatural his grace is that reliable.... the top is where I reside period whether I make music or not the king said so. but I will come with a vengeance believe that.. (grammar and punctuation will be terrible pretend it's a text where u just don't care).

A post shared by Justin Bieber (@justinbieber) on

Along with his health, Justin Bieber is also focused on his relationship with Hailey Baldwin.

Though they are already married, Justin Bieber and Hailey Baldwin are currently in the middle of planning their wedding ceremony that could possibly take place later this year.

Despite the 2019 MTV VMAs happening right in Bieber and Baldwin's backyard, it seemed as though the couple had more pressing matters to attend to.

Justin Bieber's award show hiatus might continue on until further notice but we are confident that he will return to music and award shows like he's never left.

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The Real Reason Justin Bieber No Longer Attends Award Shows

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Justin Bieber was and still is one of the most talented and successful musicians to date. While the singer has been keeping a low profile these past few years, fans miss seeing him in the public eye, especially during award shows.

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Confirmed the bad boy image primary and secondary media industries had constructed of him by misbehaving on the show and disobeying producers to make the show all about him.

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In "Live From New York" by Tom Shales and James Andrew Miller, one of Lorne Michaels' most painful nights was the one in which Milton Berle hosted. Yes, somehow, I'm comparing Milton Berle and Justin Bieber. Berle was in true Vaudevillian form, mugging for the camera and waiting for audience reaction. Last night wasn't quite like that, but every single second of the show seemed predicated on waiting for the reaction of audience screamers. Perhaps an episode of "Saved By the Bell" is a better comparison. Regardless, the entire show was about Justin Bieber -- and " SNL" is at its worst when the show is about the host as opposed to the host integrating him or herself into the cast. I mean, this is a host who spelled Lorne Michaels' name "Lauren" on an Instagram photo this week. Regardless, we all lost a little bit of dignity this week.

"Bravo Shows" (Vanessa Bayer, Tim Robinson, Bobby Moynihan, Fred Armisen, Bill Hader, Justin Bieber, Jason Sudeikis) It's funny because it's true. "Everyone in the world -- Bravo." Here's the thing, I would probably watch "The Real Houseplants of Beverly Hills." This whole concept was great. And, yes, maybe I'm biased because this sketch wasn't about the host and the host actually had to play a character in a sketch in which he wasn't mugging for the camera.

"Principal Frye" (Jay Pharoah, Vanessa Bayer, Justin Bieber, Nasim Pedrad, Kenan Thompson) Jay Pharoah's Principal Frye has been growing on me ... and then there's a night like tonight. A night in which seeing Principal Frye no longer felt like a character that I was warming up to. It was, by the "10 to 1" sketch, more of a feeling of, "Oh, thank God, it's you. A familiar face in this long, sad pit of despair."

"Justin Bieber Decoys" (Jason Sudeikis, Justin Bieber, Kate McKinnon, Ensemble) Screaming people! Screaming people! Screaming people! There were funny moments in this sketch, but, even as the cast was mocking Bieber, I got the feeling Bieber loved it -- because the sketch was about Justin Bieber. And Bieber got to dance and sing in a hacky, "No, no, that's not the way it's done -- this is how it's done," sort of way. If nothing else, at least Jason Sudeikis was in full on "dick" mode.

(This sketch is not online due to song rights issues, I assume.)

"Weekend Update" (Seth Meyers, Fred Armisen, Vanessa Bayer, Kenan Thompson) "Update," this week, felt like it was part of a different show. For all intents and purposes, this was fine edition of "Update" -- and Meyers seemed to be having a great time -- but it's really odd coming off a non-stop cavalcade of Justin Bieber to a segment about King Richard III. Regardless, everyone seemed to be having a nice time during "Update" and I hope Kenan Thompson finds a way to bring Corey back. (And, yes, I think Corey actually was in every Super Bowl commercial.)

"Cold Open: Super Bowl Blackout" (Kenan Thompson, Jay Pharoah, Jason Sudeikis, Taran Killam, Tim Robinson, Bill Hader) I wish that Taran Killam could somehow make his Steve Tasker a recurring character in every sketch. Look, this was a fine enough Super Bowl blackout sketch, but it's weird that it's only been six days, yet this felt as dated as Y2K.

"Protective Brother" (Justin Bieber, Taran Killam, Jason Sudeikis, Vanessa Bayer, Nasim Padrad) I can only guess that Taran Killam accidentally combined the words "glad" and "nice" once, which resulted in this sketch -- which is strangely great. And I won't blame Bieber for breaking character because, well, who wouldn't? (Of course, yes, screaming people in the audience ruined this sketch, too.)

"50s Romance" (Justin Bieber, Cecily Strong, Ensemble) It's a shame, because this concept was pretty funny, but, again, Bieber mugged and the audience screamed. And for every funny line -- and there were a few, especially from Aidy Bryant -- this, once again, became an excuse for Bieber to sing. Because this show was all about Justin Bieber, in case you forgot.

"Justin Bieber Monologue" (Justin Bieber, Kenan Thompson, Whoopi Goldberg) Screaming people! Screaming people! Screaming people! I can't help but think about what Justin Bieber will be like when he's 40. I will be much older than 40 by the time Bieber is 40, but I'm kind of looking forward to what that day will be like. Bieber's monologue was fine, all things considered. But, again, most of it was marred by the screaming people. Hey, if you think this is bad, just wait until Christoph Waltz's fans show up next week. (The only reason I haven't retired as an "SNL" recapper, by the way, is that I hold out high hopes for Waltz's show next week.)

"The Californians" (Fred Armisen, Cecily Strong, Bill Hader, Vanessa Bayer, Justin Bieber, Kenan Thompson, Kate McKinnon, Tim Robinson) Yep, this continues to be a thing. And, yes, I watched this with someone who currently lives in Los Angeles and she thought it was hysterical. I mean, at this point, what can I say: I will never find "The Californians" funny. But the cast finds it funny and, on a night like this one, perhaps that's all we can ask for.

"Valentine's Day Message from Justin" (Justin Bieber, Bobby Moynihan) Screaming people! Look, I love a strange Bobby Moynihan character. Unfortunately, this one just seemed like background noise to give Justin Bieber an excuse to play Justin Bieber and mug for the camera, which caused people in the audience to scream. Awesome.

"Miley Cyrus Show" (Vanessa Bayer, Jason Sudeikis, Justin Bieber, Taran Killam, Tim Robinson) So, Justin Bieber's character hates Justin Bieber. This is the biggest problem with a show like this: Even when Bieber is not playing Justin Bieber, everything is still about Justin Bieber. Bieber, playing a character who hates Justin Bieber, is smug. It's a false since of humility. His fans love it because it portrays Bieber as "humble" -- which he's well aware of -- but, in reality, it just gives Justin Bieber the opportunity to talk about Justin Bieber. (On a positive note, it's nice to see Vanessa Bayer have a nice night.)

Average Score for this Show: 5.23

Mike Ryan is senior writer for Huffington Post Entertainment. You can contact him directly on Twitter. Click below for this week's "SNL," Not Ready For Primetime Podcast featuring Mike Ryan and Hitfix's Ryan McGee.

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'SNL' Scorecard: Justin Bieber's Show Was All About Justin Bieber

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In "Live From New York" by Tom Shales and James Andrew Miller, one of Lorne Michaels' most painful nights was the one in which Milton Berle hosted. Yes, somehow, I'm comparing Milton Berle and Justin Bieber. Berle was in true Vaudevillian form, mugging for the camera and waiting for audience reaction.

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In Jan 2014 JB was arrested for drag racing whilst under the influence.

This was highly publicised and caused a-lot of back lash to his star image.

The media portrayed JB as an 'out of control' child star and this reflected upon his persona.

Certain groups of less committed fans reacted to this and he lost alot of amiability.

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Amateur video shows Canadian pop singer Justin Bieber being pulled over by Miami Beach police on Thursday. The 19-year-old was arrested after he was caught drag racing a yellow Lamborghini and has been charged with driving under the influence and resisting arrest. Khalil Sharieff, Bieber's friend who was racing him in a red Ferrari, was also arrested. A judge has set Bieber's bail at $2,500 (£1,505)

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Justin Bieber arrested in Miami for drag racing - video

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Amateur video shows Canadian pop singer Justin Bieber being pulled over by Miami Beach police on Thursday. The 19-year-old was arrested after he was caught drag racing a yellow Lamborghini and has been charged with driving under the influence and resisting arrest. Khalil Sharieff, Bieber's friend who was racing him in a red Ferrari, was also arrested.

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Fans associate his style change from childish skater boy to a more stylish designer suit wearing star with his transition into an established male pop star post 2015. It is also during this star image that he first re branded his music.

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Fans use fashion as a way of identifying with the star.

The pre-teen Bliebers would copy his looks.

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His most recent star image is associated to a more dorky, fun out there look which ties into his celebrity brand.

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Fans would associate purple clothing, baseball caps and the 'Justin Bieber' hair style to his earlier star image which ties into his mediated construction.

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JB's fashion sense has evolved throughout the years

Ties in with the  branding of a celebrity - at first associated with the colour purple but now has his own unique fashion sense and clothing line - this reflects him taking control over his star image away from media constructs and constructing the image he wants to be consumed.

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Justin Bieber's fashion has evolved quite a bit since he rose to fame at 14 years old.

His early style choices included a lot of flat brim baseball hats, cardigans, and chunky sneakers.

Bieber now tends to favor oversized tops, tie-dye patterns, and bright colors.

His hair has also gone through many phases, while his tattoo collection has expanded dramatically.

Visit Insider's homepage for more stories.

In 2008, Justin Bieber was signed to Island Def Jam at just 14 years old - so it makes sense that his look has transformed as he has grown in the public eye.

While his early fashion choices included many purple cardigans and chunky sneakers, these days, Bieber can usually be spotted wearing eye-catching, trendy outfits and pieces from his own clothing line.

See his epic style evolution, from start to finish, below.

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41 photos that show how Justin Bieber's style has evolved through the years

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Justin Bieber's fashion has evolved quite a bit since he rose to fame at 14 years old. His early style choices included a lot of flat brim baseball hats, cardigans, and chunky sneakers. Bieber now tends to favor oversized tops, tie-dye patterns, and bright colors.

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Goofy/fun clothing brand.

Released in 2019.

Mainly features hoodies and sweats,

Representation of JB's new chosen self-image/representation.

He can be seen to be wearing the brand on numerous occasion - self-promotion.

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That was his idea, because it's something he wears. He's in a lot of hotels and you've probably seen him out wearing his hotel slippers. He thought we can have some made and then we can just send them out to some friends and family for Christmas.

Then we ordered them and we're like, "Well, what are we going to do with the rest of them?" And we're like, "Oh, let's just put them on the website." We could have sold those things for much more, but I was like, No, these things are cheap hotel slippers. Let's make sure that when people get them they know that they're just buying cheap hotel slippers. So we were able to just sell them for five bucks. Ultimately, they are going on eBay for $300, $400 dollars. People just valued them.

We actually were asking people not to post them because we still didn't know when we were going to launch. But people like Travis Scott were posting them, which was awesome to see. [Bieber] kept sending me all [these messages]. People were like texting him like, "Where can I get these?"

What was the design process on those shorts corduroy shorts that blew up a little, with Drew across the crotch?
Those are very much inspired by pieces that he likes, shorts and silhouettes that he's liked in the past. Then, [with] the embroidery, we were just messing around with stuff. Oh, these look cool.

It feels like there's almost a little humor here, though. Drew on the crotch and the hotel slippers. Even the copy on the website.
Yeah, even the name The House of Drew. We're not some crazy fashion house. It's tongue in cheek, but at the same time, let's be honest: we can make some very luxurious pieces, too, if we want.

Was it important that he had past credibility with apparel through his Purpose tour merch?
Yeah, I guess so. His impact on fashion has really been pretty unique. I think he just wears clothes so well. That's always one thing I've always noticed. Even when I styled him when he was a kid.

He can kind of wear anything and it looks good. He can make anything look cool. He doesn't really try. I don't think he's really so conscious about, "Oh, I want to wear this and make it look cool." It's just sort of like his nonchalant attitude towards everything and I think essentially that's what Drew House is. It's not too serious.

Do you think it feels important nowadays for artists at Bieber's level to have their own lines? I think of Kanye with Yeezy, Drake with OVO, The Weeknd has XO.
For fans, it's another part of just being included on the journey of it all. For Drake, OVO, that's something that's just letting everyone in on more of who he is and it's cool. It's another look inside of the journey.

Have you guys been texting or talking at all since it launched? What's he been saying?
We have for sure. The conversation is just all about fun and how can we continue to have fun with it. We have a text chain with inspiration and visuals and what we'd want to do. That's what it's all about.

Are there certain aspirations that Justin has for the line and where do you guys want to take it?
The main aspirations are just to have fun and enjoy making things that we want to make and not take ourselves too serious through it all.

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How Justin Bieber's Fashion Line Came Together

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That was his idea, because it's something he wears. He's in a lot of hotels and you've probably seen him out wearing his hotel slippers. He thought we can have some made and then we can just send them out to some friends and family for Christmas.

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Uses his twitter as a form of self promotion for his music, so that people can interpret it in a way that supports his preferred star image

Idea that private/personal spheres are still mediated constructions made available for public consumption.

Market place for the commercial economy - gives audience information on what he is doing, who he is interacting with etc.

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Edwards, T. (2013) 'Medusa's stare: celebrity, subjectivity and gender', Celebrity Studies, 2(4), pp. 155-168.

Haylock, Z. (2020) All the Horny, Sappy and God-Fearing Lyrics on Justin Bieber's Changes [Online]. Available from https://www.vulture.com/2020/02/justin-biebers-changes-album-lyric-analysis-and-mea [Accessed: 23 March 2020].

Holmes, S. and Redmond, S. (2007) Stardom and Celebrity: A Reader. Los Angeles: SAGE Publications Ltd.

Nicholas, D. (2016) The Evolution of Justin Bieber: How JB Has Changed Over The Years, For The Better [Online]. Available from https://festivalpeak.com/how-justin-bieber-has-changed-over-the-years-for-the-better-6fef8182d88 [Accessed: 23 March 2020].

Turner, G. (2013) 'The Economy of Celebrity', (ed. 2) Understanding Celebrity. London: SAGE Publications Ltd, pp. 33-35.

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Positions his star image as an object to be looked at and consumed, something Edwards, (2013) referred to as 'queering'

Emphasise on the use of gender to sell a particular  star image - the use of his  body to sell thea hyper masculine star

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This article posits the argument that celebrity culture is gendered both in its production and consumption of fame and that this has, historically at least, been rather neglected within studies of celebrity. A key problematic within this is the role of subjectivity and the ways in which contemporary celebrity culture is both sold to and consumed by the sexes rather differently. This rests initially on a re-reading of Marxist analyses of object-based commodity fetishism but turns on a more Foucauldian understanding of subjectivity within contemporary celebrity culture. A content analysis of three leading celebrity magazines in the UK - heat, Hello! and OK! - is offered, demonstrating a clear demarcation of topics deemed to be of interest to the target young female reader and a narrow remit for their subjective engagement centred on looks, fashion and relationships. David and Victoria Beckham are also compared for the ways in which they also reaffirm this sense of demarcation of gendered difference, despite their positioning within a similar mediatised celebrity world. The relative paucity of empirical research on how men and women consume celebrity is something that needs to be addressed, yet the need to highlight gendered difference in the production and consumption of contemporary celebrity culture remains.

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Medusa's stare: celebrity, subjectivity and gender

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This article posits the argument that celebrity culture is gendered both in its production and consumption of fame and that this has, historically at least, been rather neglected within studies of celebrity. A key problematic within this is the role of subjectivity and the ways in which contemporary celebrity culture is both sold to and consumed by the sexes rather differently.

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Merchandise sold on a 'Justin Bieber Shop'.

Developed his public persona into a commercial asset (Turner, 2014).

Brand extension allows him to maximise his audience and gives himself brand identity.

Has successfully commercialised his star persona and has a very identifiable star image.

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Shop exclusive merch and apparel from the Justin Bieber Official Store. Vinyl, tees, hoodies, and more.

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Creation of communities within fan groups and use hashtags and tweets to interact with a star.

Feeling of closeness and relate-ability, therefore helps fans identify their place in society based on his positioning and how they align with him.

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It must be hard being Justin Bieber, growing up in the spotlight and all. Not to mention, he has attracted a fair amount of attention over his gratuitous shirtless snaps and other antics.
Love him or hate him, you've got to admit that he is a hot topic on the twittersphere (see top twitterholics based on followers). In the last seven days (ending Oct. 15, 2013) he has had one million mentions, leading us to wonder, what exactly do Justin Bieber fans tweet about and who are his beliebers?

Below we take a look.
Trending topics for Justin Bieber since July 1, 2013
The top tweets were unsurprisingly about his new song All That Matters, which got around 360k mentions on Twitter. The second most popular topic of chat for beliebers is the new Believe movie documenting Mr. Bieber and his mad fans. Considering the scale of the Justin Bieber movement and the number of die hard beliebers, the figures are not particularly surprising.

What else can we find out about his fans? Below, we have a go at profiling his fans.
Tweeters mentioning Justin Bieber by gender and sentiment for 2013 YTD
Although most of the Justin Bieber tweeters are women, there are still a fair amount of male fans as well. Across the genders, these tweeters have similar sentiments with regard to Mr. Bieber; 22% of female fans and 17% of male have a positive sentiment, where any polar sentiment is indicated. Justin might also be relieved to hear that 5% of his tweeters feel negatively towards him, which as far as celebrity baiting on Twitter goes, is not bad at all!
The topic clouds below show topics by gender for those tweeting about Justin Bieber. Female fans Male fans

Left: Topic cloud among female Justin Bieber tweeters. Right: Topic cloud among male Justin Bieber tweeters

While female Belieber tweets mainly concern positive chat about his new song as well as amorous (digital) advances towards Justin, male Beliebers have a wider range of positive topics to chat about, urinating in a mop bucket aside, with regard to the pop star.

Below, we identify Bieber's top 30 digital superfans by volume of tweets.

Now we have that information, we can profile these fans to see what else they talk about besides Justin Bieber (should they have any spare time).
Top 30 Beliebers' Topic Cloud for 2013
Of course, top Beliebers mainly talk about Justin Bieber, but aside from that, they also talk a lot about other music (see "Lil Twist" and "WhatShouldPlayNext on HOT" topics) or concerts at different venues (see "Cher", "Michael Buble" and "Tim McGraw" topics).

So ... why is this relevant? The whole blog post highlights an interesting use case for marketing and outreach.

Not only is it interesting for Justin Bieber's representatives to see what the twittersphere is saying about him on a PR level and get a general feel on his beliebers sentiment towards how he conducts himself, it is also very interesting to the wider marketing world. This works with regards to outreach, sponsorship and marketing collaborations for Bieber himself as well as outreach to his most influential fans. It is also valuable information for the wider industry and anyone trying to target a similar demographic to Beiber's fans.

As a case study, this post demonstrates various opportunities for marketers who are seeking new opportunities through social media.

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Who Are Beliebers, What Do They Have to Say & Why Do We Care?

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It must be hard being Justin Bieber, growing up in the spotlight and all. Not to mention, he has attracted a fair amount of attention over his gratuitous shirtless snaps and other antics. Love him or hate him, you've got to admit that he is a hot topic on the twittersphere (see top twitterholics based on followers).

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Steps away from secondary and primary media constructs and creates own image.

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Contrasting constructions of star images through different relationships - one is focused around JB as a commodity to be consumed and the other is based around presenting his coherent persona

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Relationship was used as a money making tool for JB's star image - associating himself to a established star to make himself more likeable and reduce/manage the risks of the music industry.

Keeps up this idolised and popular star image to generate and maintain interest.

Highly publicised and highly commercialised relationship.

Debuted their relationship on the red carpet - a performance - playing up to what the fans wanted .

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A complete history of Justin Bieber and Selena Gomez's relationship

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Vogue article on marriage to Hailey Baldwin

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Vogue article on marriage to Hailey Baldwin

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Uses marriage to a female star to shift star image away from this hyper masculine bad boy persona to one that is more in touch with female side,

Reflects how our understanding of gender over time affects how we interpret male stars - we now feel closer and can relate to male stars that are more in touch with their feminine side.

Presentation of star image enters private sphere.

Less publicised and portrayed more through social media .

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After the fabulous fanfare of Priyanka Chopra and Nick Jonas's seemingly endless nuptials in India, and Sophie Turner and Joe Jonas's marriage in France, it's undeniable: the world can't resist a blockbuster celebrity wedding. The latest couple to walk down the aisle are Justin Bieber and Hailey Baldwin, or rather Hailey Bieber, as the two young lovers wed in a private civil ceremony in New York in the autumn of 2018. Rumours of a larger celebration went on for months with some outlets even whispering that save-the-date cards were sent and then retracted again. Herewith, is everything we know about the Bieber nuptials, which officially took place on September 30 2019.
Read more: Hailey Baldwin Changes Her Name To Hailey Bieber
When was Justin Bieber and Hailey Baldwin's wedding date?

The couple was photographed entering a marriage license courthouse in New York on September 13 2018, but it was not until November 15 that Bieber confirmed his relationship status on social media. The popstar published an Instagram photograph of the duo walking hand-in-hand with the simple caption: "My wife is awesome." Baldwin promptly changed her social domain to @haileybieber and the Beliebers went wild. "It took some getting used to, for sure," Baldwin told Bustle of changing her name. "It's definitely strange, it takes adjusting."

Preparations for a religious ceremony and a small, familial party began for 2019. The newlyweds sent out save-the-date cards for February 28, according to Page Six. The couple, however, declined to comment. On January 23, a fresh set of rumours emerged that the wedding had been postponed again.

According to TMZ, the decision to move the date was not because the wedding day had become public. Some of Bieber's family could not make the February 28 date, and thus a new day had to be planned to give guests plenty of notice.

The couple has made no bones about the fact that marriage has been hard so far. "Fighting is good," Bieber told Vogue in the March 2019 issue. "Doesn't the Bible talk about righteous anger? We don't want to lose each other. We don't want to say the wrong thing, and so we've been struggling with not expressing our emotions, which has been driving me absolutely crazy because I just need to express myself, and it's been really difficult to get her to say what she feels." Baldwin, who at first struggled with the number of people on social media rooting for them to fail, added: "I prayed to feel peace about the decision... I love him very much. I have loved him for a long time."
Read more: Is It Too Late For Justin Bieber To Say Sorry?
On March 18, Baldwin took to Instagram Stories to silence the multiple media sources reporting that Bieber's depression was putting a strain on their marriage. "Don't believe what ya read on the internet folks," she said with a laughing emoji and a rolling eye emoji. She added a "fake news" gif to reiterate her point.

On March 25, Bieber told his followers that he was taking a break from music to focus on his family and health. "I am now very focused on repairing some of the deep rooted issues that I have as most of us have, so that I don't fall apart, so that I can sustain my marriage and be the father I want to be," he wrote via Instagram.

Bieber subsequently sparked controversy on April Fools' Day, when an Instagram post insinuating that his wife was pregnant divided his fans. He later issued an apology, declaring himself a "prankster". "There's always gonna be people offended, there's also people who don't take jokes very well."

On April 8, Bieber affirmed his love for his wife via an Instagram poem, which concluded: "Things all around us just get better with time. I fall more in love with you every day! You have walked hand and hand with me as I continue to get my emotions, mind, body and soul in tact! You have given me so much strength, support, encouragement and joy. I just wanted to publicly honour you, and remind you that the best is yet to come!"

A source told People in May that Bieber's mental health was still a priority for the couple, and that wedding plans would come into fruition when he felt ready.

On September 3, Bieber opened up about the personal challenges he has had to endure because of his rapid ascent to fame at a young age. "I started doing pretty heavy drugs at 19 and abused all my relationships.... I became resentful, disrespectful to women, and angry. I became distant to everyone who loved me.... By 20, I made every bad decision you could have thought of and went from one of the most loved and adored people in the world to the most ridiculed, judged, and hated person in the world."

He ended on a positive note focusing on his support network of friends and family: "It's taken me years to bounce back from all of these terrible decisions, fix broken relationships, and change relationship habits," he wrote. "Luckily god blessed me with extraordinary people who love me for me. Now I am navigating the best season of my life, 'MARRIAGE!!'"

On September 25, pictures emerged of Baldwin's bachelorette party in West Hollywood. Members of the bride-to-be's inner circle, including Kendall Jenner, began the night at Ysabel restaurant before going on to Delilah nightclub. Hen party paraphernalia, including veil headbands, personalised cups and straws, was captured via the group's collective Stories.

While Baldwin was at her bachelorette, Bieber was outsourcing suit options to his fanbase.

News of a specific date for the second nuptials - September 30 - and a location - the Montage Palmetto Bluff, a 20,000-acre luxury waterfront resort in South Carolina - emerged. The bridal party took over the property from September 29 to October 1, with a rehearsal dinner at BBQ restaurant Cole's on the Sunday evening. Bieber was the first to share an image of the party:

The photobooth shots shared on social reveal the couple's wedding rings. Baldwin's Solow & Co engagement ring is now flanked by a Tiffany & Co Soleste ring and a Tiffany & Co Soleste V ring, both in 18 karat gold and lined with diamonds. Bieber, meanwhile, opted for a classic Tiffany & Co band in 18 karat gold. He also bought himself an Audemars Piguet watch as a wedding present and wore grills for the occasion.

The Kardashian family turned out for the celebration, which matriarch Kris Jenner revealed was themed around The Notebook. Models Joan Smalls, Camila Morrone and Fai Khadra - Kendall Jenner's date - made the guest list, as well as Jaden Smith and Justine Skye.

Where was Justin Bieber and Hailey Baldwin's wedding held?

The newly crowned Mrs Bieber told The Cut in an article published on September 13 2018 that she had a brilliant wedding planner scouting out the perfect location - "I think having it in the woods would be so beautiful" - on the West Coast.

Read more: 8 Justin Bieber And Hailey Baldwin Date Looks That Made My Heart Melt
The couple's chosen venue: Montage Palmetto Bluff, which is located 15 miles north of Savannah, featured two chapels for the couple to choose from within the picturesque, secluded grounds.

Who designed Hailey Baldwin's wedding dress?

Hailey had already chosen the designer of her dress in September 2018, according to The Cut - however, the gown itself was still in the inception phase then. In the end, the bride chose four dresses for the celebrations: a Vivienne Westwood minidress with the brand's signature corsetry and draping for the rehearsal dinner, a custom Off-White gown and matching veil emblazoned with the words "till death do us part" for the ceremony, a Ralph & Russo halterneck seen in the first photobooth shots to emerge from the wedding, and a custom Vera Wang slip dress she teamed with trainers at the reception.

Baldwin thanked Virgil Abloh via Instagram a week after the celebrations, and said she would be "forever grateful" she got to wear the designer's "beautiful creation".

"I've known Off-White since it started and I've known Virgil for years, so it's cool to see the evolution of his creativity," Bieber told Vogue in the April 2018 issue, which spotlighted Abloh's modern vision of luxury. "Virgil's ideas and his aesthetic are so based on culture and what is cool for young people, which is something I pay attention to... Off-White has got to a place where it keeps getting better and better and better."

Almost two weeks on from the celebrations, Bieber's stylist Maeve Reilly shared more glimpses of the bride over the course of her nuptials, revealing the silky halterneck dress she's wearing in a series of photobooth snaps with her husband and their guests was the work of British couturiers Ralph & Russo. Bieber wore the dress, which featured a gathered waist and a thigh-high slit, with Jimmy Choo sandals and Tiffany & Co jewels.
Read more: Hailey Bieber Wore Trainers With Her Vera Wang Wedding Reception Dress
Another Instagram snap shared by Reilly shows the beaming bride on the dancefloor with her husband, a pair of white trainers just visible beneath the hem of her floor-skimming custom Vera Wang slip dress. Ready to let her hair down one last time after a weekend of celebrating, it seems Bieber was in the mood for flats.
Read more: On Beauty: Hailey Baldwin
How did Justin Bieber propose?

Bieber proposed to his girlfriend during a trip to the Bahamas in the summer of 2018. He confirmed the news with a lengthy Instagram post, the core of which read: "You are the love of my life Hailey Baldwin and I wouldn't want to spend it with anybody else."

The couple met in 2009, when Baldwin was given tickets to a Today Show that Bieber was performing on. "I was never a superfan, of him," she told Vogue of not being a Belieber. "It was never that crazed, screaming thing. I didn't think about it in any kind of way except for the fact that he was cute. Everybody had a crush on him. But for the first few years we had a weird age gap." A friendship developed - "I was running around with him as his homie" - when Baldwin started attending church at Hillsong.

The duo then dated briefly three years ago, but "negative things happened that we still need to talk about and work through," Baldwin continued. " Fizzled would not be the right word - it was more like a very dramatic excommunication." In June 2018, they bumped into each other at a conference in Miami, and a month later they were engaged.
Read more: With A New Label And Supermodel Wife, Justin Bieber Really Does Want In On Fashion

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Everything We Know About Justin Bieber And Hailey Baldwin's Wedding

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After the fabulous fanfare of Priyanka Chopra and Nick Jonas's seemingly endless nuptials in India, and Sophie Turner and Joe Jonas's marriage in France, it's undeniable: the world can't resist a blockbuster celebrity wedding.

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The 20-year-old star did an underwear campaign for the retail giant Calvin Klein that received a lot of media attention due to the difference in  context the secondary media constructs have usually presented JB in

Celebrity promotion and aligning JB to a brand.

Communicates the same values of the brand to his star image.

In this case, the seamless match between product/brand and star persona is they are both attractive, desirable and a ‘big deal’.

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The article identifies his outfit as 'cool' and 'comfortable' and refers to him as a 'married' man, which signifies this new 'mature' and 'boring' image.

Fashion is a way of the star expressing themselves but secondary media outlets use it to construct a certain star image.

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Justin Bieber disconnects from his busy music career as he heads to the spa in West Hollywood

He's been consumed with his music career.

But Justin Bieber was able to unwind from his busy schedule on Friday.

The pop star, 25, was spotted heading to Voda Spa in West Hollywood.

Justin was still glued to his phone as he entered the spa.

Head ducked down, the Baby singer appeared to be shooting off a last-minute message before walking inside.

As for his attire, Justin was in the mood to keep it cool and comfortable.

The What Do You Mean singer wore a baby pink Drew House sweatshirt, hot pink Crocs, and Cherry red beanie.

Keep it casual like Justin in a hoodie by Drew House

Justin Bieber has launched his own clothing collection and who better to model the latest looks than himself? And that's exactly what the singer did when he donned a candyfloss pink sweater in his latest music video.

With temperatures starting to drop, it's no surprise we are instantly fond of Justin's hoodie. The cozy design is by - you guessed it! - Drew House, and features an oversized fit, kangaroo pocket and candy pink hue. Just imagine snuggling up in this number on a chilly evening!

Unfortunately this piece isn't available to buy currently but you can click (right) to see more from the latest drop. Or for more choice, head to the carousel below. We have found similar styles from Nike, Converse, and more that will fit right in.

* PRICES MAY NOT BE AS ADVERTISED

...NOW GET ONE LIKE IT

2020 has only begun but already it has been jam-packed for Justin, who released his fifth studio album, single, and docu-series in the last few months.

Changes, Justin's fifth studio album, was released on Valentine's Day, and chronicles his new life as a married man.

Critics have had a variety of reactions to the long-awaited album.

'None of these songs are bad, exactly, but they're almost universally forgettable, with little of the catchiness that's been Bieber's hallmark in the past,' opined music bible Rolling Stone.

The magazine added: 'It's nice to know his life is so loving and boring now. The idea of expressing that feeling through music is nice, too, though a shorter, stronger project would have done so more effectively than this long, exhausting trudge.'

Billboard, meanwhile, is more favorable, observing: 'Gone is the dance floor fodder, replaced with futuristic R&B built upon a variety of trap beats. Meanwhile, the choruses are still designed with top 40 radio in mind.'

The outlet gushed that Changes is 'a literal passion project from one of pop's most fascinating superstars.'

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Justin Bieber disconnects from his busy music career

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He's been consumed with his music career. But Justin Bieber was able to unwind from his busy schedule on Friday. The pop star, 25, was spotted heading to Voda Spa in West Hollywood. Justin was still glued to his phone as he entered the spa.

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Takes a break from music career and focuses on privatising his star image

Still active on social media accounts but media coverage focuses less on his career and more around the private sphere

Although his release of 'Changes' reflects this transition into a calmer more private star there are still elements of commercialisation.

Takes control of his star image and rebrands himself using fashion and music choices.

Star persona relies less on media constructs and more on constructions of self through the use of social media.

Marriage to Haily Bieber in 2018 represented a settled down mature star - people now associate the two of them together and they both assist each other in presenting their 'real self'.

Authenticity

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Removing himself from the public eye in order to re-position his self image and rebuild a trusting  relationship with his fans.

Current representation on social media is inauthentic - doesn't represent his true self to audiences.

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Justin Bieber has deleted his Instagram account after receiving a slew of negative comments about his dating life on pictures featuring Sofia Richie, CNN reports.

Bieber and Richie - a 17-year-old model and daughter of singer Lionel Richie - have been seen out together in recent weeks, though it is unclear if they are actually a couple. The comments on Bieber's Instagram directed at Richie were so vicious the pop star wrote: "I'm gonna make my Instagram private if you guys don't stop the hate. This is getting out of hand, if you guys are really fans you wouldn't be so mean to people that I like."

Rather than make his account private, Bieber seems to have chosen the nuclear option. The URL to his Instagram page now points to an error page.

Prior to deleting his account, which had over 77 million followers, the drama in the comments section piqued when Bieber's ex, Selena Gomez, wrote, "If you can't handle the hate then stop posting pictures of your girlfriend lol - it should be special between you two only. Don't be mad at your fans. They love you. They were there for you before anyone."

Bieber replied to Gomez: "It's funny to see people that used me for attention and still try to point the finger this way. Sad. All love." Gomez responded again: "Funny how the ones that cheated multiple times, are pointing the finger at the ones that were forgiving and supportive, no wonder fans are mad. Sad. All love." But in one final twist, per screenshots circulating online, Bieber suggested Gomez had also been unfaithful replying, "I cheated ... oh I forgot about You and Zayn?" ostensibly referring to Zayn Malik.

Bieber's decision to delete his Instagram account follows the pop star's decision in May to stop taking photographs with fans in public. " It has gotten to the point that people won't even say hi to me or recognize me as a human," Bieber wrote on Instagram at the time. "I feel like a zoo animal, and I wanna be able to keep my sanity."

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Justin Bieber has deleted his Instagram account after receiving a slew of negative comments about his dating life on pictures featuring Sofia Richie, CNN reports. Bieber and Richie - a 17-year-old model and daughter of singer Lionel Richie - have been seen out together in recent weeks, though it is unclear if they are actually a couple.

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Demonstrates his transition in star image from "bad boy" to sincere, ready-to-try-again star who is 'sorry' for his mistakes.

We see honesty and legitimacy rather than a need for fame.

Rain - wash away the previous star image.

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Justin Bieber - Sorry at the 43rd AMA's 2015

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Collaborations during his 2015 re branding with artists such as "Skrillex" and "Diplo" opened up JB to a different fan base/community.

Fans then made associations between the different star images of the different artists which helped his re branding - legitimised him as a different kind of artist with a mature, established  approach like those he has collaborated with.

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R&B album.

Less promotion and m ore authentic music.

Felt the album was for the purpose of expressing his emotions and not for the labels commercial interests.

Tactical re branding - after destroying previous star image through partying and over exposure in press.

Star image is centred around a more mature established pop star.

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2015-2017 - Rise of the "artistically creative" star (Nicholas, 2016) - we see construction of an established pop star 

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2015-2017 - Rise of the "artistically creative" star (Nicholas, 2016) - we see construction of an established pop star 

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Positions himself with an established brand identity throughout 2015-17 with "What Do You Mean" and "Where Are U Now", "Purpose", "Sorry" and "Love Yourself"

Achieves first top hit since 2013

Have a different genre about them - appeal to a more mature audience as-well-as original fan base

Rebrands star image - wants to be taken more seriously

Changes his look - adds tattoos, more muscular build - starts to create his own identity rather than play up to the one created by his fans in previous years

The idea of taking back control of his career

Portrays a more honest real persona

Centres career around musical talent, less around his personal life

Tries to rebrand the star image by emulating around established ones

Disappears again gradually post 2017 after mental health deteriorates

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Significant as it was the start of his music career and the foundation of his  star image within the public sphere.

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Over the past eight years, few pop artists have endured a faster roller-coaster career ride than Justin Bieber, who rose to fame with phenomenal rapidity. From a precocious YouTube star in the late '00s to the tattooed heartthrob of today, Bieber has grown up before our very eyes -- and now, heâ€™s ready to enter the next phase of his career.

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Release of "Boyfriend', "As Long As You Love Me", and "Beauty and a Beat".

First collab with other artists and achieved major sales.

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Release of "Under the Mistletoe".

First holiday release.

Legitimising himself as a pop star - common for pop stars to do holiday releases.

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Release of "Baby" single.

Extremely popular.

Already established star image - releasing music to maintain a well know popular persona.

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Release of 'My World".

Debut EP.

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Release of "One Time".

Debut single.

First introduction to JB.

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Focus around his fans and following in his 2013 documentary 'Believe'.

His 2009-2013 heterosexual star image appeals to the pre-teen fan base - mainly girls - these identify as 'Beliebers.

Interpret star image in favour of articulating their own sense of self.

Aligns with their need for 'devotion'.

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Justin Bieber's Believe Official Trailer #1 (2013) - Justin Bieber Documentary HD

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Subscribe to TRAILERS: http://bit.ly/sxaw6h Subscribe to COMING SOON: http://bit.ly/H2vZUn Like us on FACEBOOK: http://goo.gl/dHs73 Justin Bieber's Believe Official Trailer #1 (2013) - Justin Bieber Documentary HD A backstage and on-stage look at Justin Bieber during his rise to super stardom. The Movieclips Trailers channel is your destination for the hottest new trailers the second they drop.

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Usher assists transition from un-commercialised star to one that is exploited within the 'celebrity industries'.

Usher used his talent and likeable persona to produce a novice, money-making star.

Highly promoted and advertised star which provides a platform for convergence within the media industry (horizontal integration) and the creation of a branded celebrity from 2015 onward.

Usher therefore plays a huge role in adding value to his star image and was the backbone behind the majority of his music releases.

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Fans perception of JB changes and this causes a shift in his star image - from innocent young talented boy, to arrogant, out of control, fame hungry artist

Over release of content - he sees a decline in top hits

Music style changes - emotional struggles, more moody tracks

out of control

Starts to shy away from the limelight

Positive media attention drops - only negative unwanted attention

Eventually disappears and makes a come back in 2015

Inauthentic and commericalised

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Talks about relationship with his mother - at first this is a cause for humbleness and then it is a cause of unsuitability around his image.

Media outlets use this relationship to at first produce a likeable and respected persona and then as his star image  transitions into a 'bad boy one' they turn it into a cause of his unpredictable and unstable nature.

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Beginning of legitimising himself as a hip-hop artist but is still viewed through this child star persona

Lived up to stereotyped ideas of a young pop star whose fame has gone to head

Still has a huge following and is likeable but his star persona becomes less innocent and more of that of a generic pop star

Media coverage focuses on his rise to fame, success and music career

Idolised pop image by his fans

Centres career around popularity and fame

'Beleive' albumb - Teenage fan base

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Article compares him to Kelly Clarkson from American Idol and Miley Cyrus from Disney  - these are Hollywood produced stars, he isn't.

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Emergence from YouTube portrays him as a homemade star - he wasn't produced by Hollywood, but as he became more established his  star image became more commercialised and less authentic.

Truly talented and at this early stage we was not a product of the music industry.

This  then developed a authenticate  star image based on and how he formed an intense loyal relationship with fans and produced music to perform to them not to sell.

Plays on binaries from young, low income ordinary citizen to high earning, popular talented recognisable celebrity - rise and creation of first star image.

Idea of an un-promoted, un-commercialised, novice star - but was soon exploited through the 'celebrities industry' as financial potential was recognised and this had major affect on his star image.

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With You - Chris Brown Cover - Justin singing

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2009 - JB emerges as a "Youtube Child Star" 

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2009 - JB emerges as a "Youtube Child Star" 

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Young 15-year-old Justin Bieber rises to fame as a teenage pop idol

Young teenage girl fan base

He is an attractive, popular and talented artist

At risk of not been taken seriously due to his 'screaming girl' fan base and very young age

His star image is likeable, innocent and deserving of fame

Authentic

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Article talks about his attraction to female fan base and his immediate rise to fame at a young age.

Hints at unprofessional-ism within the industry due to lack of experience - 'Justin has become ridiculously successful at an age so tender that his preferred mode of greeting is a hug'.

Also vulnerability of a young star entering stardom - easily influenced and guided by new found fame - this later shapes his image as arrogant and cocky.

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Justin Bieber last month at Madison Square Garden. Credit... Robert Caplin for The New York Times

IN the late afternoon chilly dark, the pop star Justin Bieber, 15, emerged from the radio station in Providence, R.I., where he had just been interviewed. As if on cue, a large pack of tween girls screamed and pounced.

So did their mothers.

"Justin, my daughter Elizabeth is going to your show tonight!" shouted one woman, shoving girls out of the way to push her cellphone camera in Mr. Bieber's face. "Want a play date with her, Justin?"

A shriek, presumably from the mortified Elizabeth: "Mom!"

Justin, blessed with excellent mop-top hair, gamely pushed through his jet lag to produce a camera-ready smile. Then his mother, Pattie Mallette, rescued him: she and his entourage hustled him into a van and sped away.

"The mothers are the worst," Ms. Mallette said later, sitting in a hotel lobby armchair, reflecting on parenting one of the few teenagers in America who, for his own safety, can hang out at a mall only when others are in school.

A baby-faced fawn, Justin has become ridiculously successful at an age so tender that his preferred mode of greeting is a hug.

But as he takes his place in the venerable line of Leifs and Shauns who have ruled the Tiger Beat princedom, he is also a creature of this era: a talented boy discovered first by fans on YouTube, then cannily marketed to them through a fresh influx of studiedly raw videos on the Web site.

In contrast to stars like Kelly Clarkson, who sprang from "American Idol," or Disney factory best sellers like Miley Cyrus, Justin, his fans passionately believe, is homemade. Long before he released his EP, "My World," in mid-November, the YouTube videos attracted millions of views.

"My World," a low-calorie confection of R & B pop tunes swirled through with head-bobbing urgency and hip-hop grace notes, made its debut at No. 6 on the Billboard charts, with four singles in the Top 100.

At every stop on Justin's recent tour, his charisma, high energy and sweet gawkiness ignited explosions of cellphone camera flashes, glinting on orthodontia. Over one weekend last month, he set off a squealfest at Madison Square Garden, taped a performance for Dick Clark's New Year's Eve special in Las Vegas, performed in Chicago and then sang for President and Mrs. Obama in Washington.

Until recently, Justin was a regular boy who played hockey and soccer in Stratford, Ontario (population 30,000). He taught himself piano, guitar and trumpet, took drum lessons and yowled pop tunes while he brushed his teeth. He lived in low-income housing with Ms. Mallette, who prayed that God would use her son as a modern Prophet Samuel, a voice to his generation.

A youth pastor, perhaps? Or even a singer on a Christian label, she thought?

So when an Atlanta-based hip-hop manager named Scooter Braun called nearly two years ago, Ms. Mallette was confused. "I prayed, 'God, you don't want this Jewish kid to be Justin's man, do you?' " she recalled.

NOW Justin and his mother live in Atlanta. He is tutored privately and takes vocal lessons, the costs underwritten by Island Def Jam records and the silky R & B superstar Usher. His new family includes hovercrafts like Mr. Braun and Ryan Good, a former assistant to Usher, whom the singer handpicked to be Justin's road manager and "swagger coach" — sharpening his moves, his attitude and his wardrobe.

In a phone interview, Usher said he, too, takes a familial role: "Sometimes he's like a little brother or a son to me."

Image

With his mother, Pattie Mallette, in Providence, R.I. Credit... Béatrice de Géa for The New York Times

"I understand the pressure to be in that position," added Usher, a former boy wonder. "But I had a chance to ramp up my success, where this has happened to him abruptly. So Scooter, Ryan, myself: we tag-team him."

Riding herd on any teenager presents challenges. Controlling one who happens to be the name on a new franchise presents challenges of another magnitude. "When we're on tour, I can't exactly ground him," said Ms. Mallette, 34, a petite, tough-minded woman.

Since arriving in Providence on a red-eye flight from Los Angeles, where Justin had performed at a mall for reportedly 20,000 screamers, tension had been building. His publicity schedule had lockstep demands. But the adolescent was becoming overtired.

In the interview at the radio station, Justin, pale with fatigue, still tried to affect a streetwise jauntiness: " 'Sup, man?" he said, greeting the disc jockey.

The announcer asked whether he preferred arenas like Madison Square Garden or small venues like Lupo's Heartbreak Hotel, site of that night's show. Isn't it nicer to see fans up close and personal?

Justin praised the wonders of Madison Square Garden. The announcer caught his eye. Adroitly, Justin tacked. It turns out that he really likes small halls, too. Both kinds, actually.

On to Lupo's, for a preconcert meet and greet. It was nearly 6 p.m. and though it was a school day, the first girls in a line that now wound around the block had been singing his hits there since 8:45 a.m.

Upstairs at the theater, Justin grabbed a pen and signed 50 posters in under three minutes.

Then he flipped on his smile — invisible braces, courtesy of Scooter Braun's mother, an orthodontist — and 50 lucky 92 PRO-FM listeners were photographed with him. "He is so hot," gasped Kailee Peixoto, 10, her face a reddening frieze of adulation and incredulity.

Afterward, as Justin scrambled into the van, a mere glimpse of the back of his head set off shrieks from fans: Music to your ears, Justin?

"No!" he said, retreating to his smart phone, thumbs flying.

"Yes!" admonished Mr. Good, 24, the swagger coach.

Mr. Good explained his role: "Usher thought I would be a good influence on him — kind of cool, you know, positive." A tall, lanky man in a gray knit cap, scarf knotted with affectless affect, Mr. Good is Justin's guide to style. He selects Justin's wardrobe, including tween-friendly turquoise hoodies and baseball caps.

"Lots of artists go through 'refinement boot camp,' " Mr. Good said. "Justin's a sponge, a bright kid. But he's still just 15." In recent months, he said, Justin's voice has already dropped a half step. He still likes to skateboard through airports and play video games moments before he goes onstage.

And he does not like to listen to his mother. Eager for preconcert downtime, Justin leaped out of the van and charged through the hotel lobby.

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ENTOURAGE In New York with Scooter Braun, left, and Usher. Credit... Robert Caplin for The New York Times

Ms. Mallette chased after him. "Justin needs to stop or he's losing that phone," she said, addressing her son, herself and his bodyguard, Kenny Hamilton. "He won't listen to me! Don't let him on the elevator, Kenny, unless he gets off that phone."

But Justin was done with the poised, humble good boy. Staring fixedly at his phone, he ignored her. The elevator doors closed, leaving mother, son and bodyguard to the privacy of their own glare-off.

Later, in the hotel lobby, Ms. Mallette acknowledged the strain. "No 15-year-old wants to be around his mother 24/7," she said. "And no mother wants to be around her 15-year-old 24/7, either."

As a teenager herself, she dreamed of becoming an actress, plans thwarted when she became pregnant at 18. She raised Justin alone, although he remains in touch with his father. Ms. Mallette said she worked low-paying office jobs to make ends meet.

A scrappy athlete and chess player, Justin kept his musical passions to himself. At 12, he entered a local talent contest, coming in second. For family and friends who missed the competition, he uploaded videos on YouTube.

That summer, Justin opened his guitar case and started busking in front of a Stratford theater. He earned nearly $3,000.

"He took us on our first vacation ever," Ms. Mallette said. "We went to Disneyland."

Meanwhile, the YouTube videos — Justin singing covers of Usher and Chris Brown — took on a life of their own. Scooter Braun, searching for another singer's videos, mistakenly clicked on Justin's.

Mr. Braun, 28, is a hip-hop industry marketer, known most recently for discovering the rapper Asher Roth. He is also a first-class noodge. To find Justin, he searched archives for photos of the theater where Justin had been videotaped busking. He tracked down Justin's school, calling board members, imploring them to contact Ms. Mallette.

She had not envisioned a future in mainstream pop music for him. "I said: 'God, I gave him to you. You could send me a Christian man, a Christian label!' " She said she prayed with her church elders, who gave permission to proceed.

Mr. Braun had a strategy: "I wanted to build him up more on YouTube first," he said. "We supplied more content. 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."

Then he flew Justin to Atlanta to record demos.

In the studio parking lot, Justin bumped into his idol, Usher. He offered to sing for him on the spot. Usher was amused, but he took a pass.

Word of Justin spread. Usher saw the videos. "His voice was magical and his personality was so keen," he recalled. "He just knew how to be." The singer called Scooter Braun to meet Justin.

But Usher had to get in line. "Scooter said, 'Justin is interested in this kid,' " he recalled. "I said, 'Justin? You mean Justin Timberlake?' "

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PASSION Fans during Justin's performance at the Z100 Jingle Ball at Madison Square Garden last month. Credit... Robert Caplin for The New York Times

Exactly. Justin Timberlake was flying Justin Bieber out to Los Angeles.

Usher added, "I said, 'Is there anything I can do before? Take him shopping?' "

Mr. Braun worked up a production deal with Usher. In the hip-hop tradition of generational hand-off, Usher then introduced Justin Bieber to Island Def Jam's chief, Antonio Reid, known as L.A., who signed Justin, just as he had signed Usher himself at 14.

Then Ms. Mallette packed their lives in boxes and moved to Atlanta.

"A year later," Ms. Mallette said, "the baby I diapered has played Madison Square Garden and sung for the president of the United States. It's crazy."

In Providence, the hotel elevator doors opened, and Justin crossed the lobby, studiously avoiding his mother. She had decided, for both their sakes, to sit out tonight's performance.

Backstage at Lupo's, Mr. Good and Mr. Braun stood watch, as fans surged at the rim of the stage. But as Justin bounded out, sending deafening screams into overdrive, the men looked appalled: Rather than his assigned baseball cap, Justin flaunted headgear of his choosing: a plaid hunter's hat, front flap up, fuzzy ear flaps down.

Mr. Good rolled his eyes. "He's peacocking," the swagger coach muttered. Mr. Braun turned to a reporter. "Any boy who could sing this well through puberty is incredible," he said. Then he hissed, "If you write that he's shorter than 5-foot-4, you'll mess with him emotionally."

Any sign of fatigue had evaporated: Justin sauntered, strutted, crooned and scampered, looking approachably cute for the 12-year-olds. Smirking mischievously at Mr. Good and Mr. Braun, he swigged from a water bottle and sprayed the rest at the girls. A rock star move.

Mr. Braun shook his head. "He never did that before."

Mr. Good looked annoyed. "Yeah, and his timing was off."

After the show, Justin flopped on a couch backstage and hummed his 20-minute vocal cool-down exercises, pausing only to gobble a mustard sandwich. He brandished his hunter's cap: "Marshalls!" he shouted. "Eight dollars!"

It was nearly 10 p.m. Team Bieber would be leaving at 4:30 a.m. for an early flight to Atlanta, for the next night's concert. Impulsively, Justin hugged a reporter, who remarked upon his disciplined work ethic.

"The harder you work, the more successful you can be," Justin said. "This is just the beginning for me."

How does a 15-year-old define success?

"I grew up with not a lot of money," Justin replied. "We never owned a house. I want to buy my mom a house."

He rose to end the interview. He was eager, he said, to get to Atlanta, where he had big plans for his few hours off: playing video games with friends he's made there.

He was also scheduled for a long-awaited milestone. His eyes brightened. "I'm going to take the test for my driver's permit," he said.

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IN the late afternoon chilly dark, the pop star Justin Bieber, 15, emerged from the radio station in Providence, R.I., where he had just been interviewed. As if on cue, a large pack of tween girls screamed and pounced. So did their mothers. "Justin, my daughter Elizabeth is going to your show tonight!"

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How he wants to shape himself as a star.

His insight into his personal life - recently very much focused around his relationship to Hailey Bieber - entering the public sphere but tension with the known professional sphere - does this star image come out better?

Hi's social media following adds value to his star image - highly visible metric measure of success.

Shows his authenticate self rather than just star image - audiences want this information.

Coherent persona and allowing fans to feel closer to him through interaction.

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Welcome back to Instagram. Sign in to check out what your friends, family & interests have been capturing & sharing around the world.

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Post mocking his younger image.

Way of legitimising his authentic self  - using his private star image to make fun of past professional star image.

Clearly objecting against his past star image which emphasises a change from this image which fits more into today's society and values.

Uses comedy to set himself away from the generic pop star persona.

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902.5k Likes, 24.5k Comments - Justin Bieber (@justinbieber) on Instagram: "Have a nice weekend"

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Released after a break from music to work on his health (Haylock, 2020).

Three modes portrayed; sentimental, horny and spiritual (Haylock, 2020).

Represents change from 'off the rail' star to a spiritual, mature star who wants to escape the limelight.

Wants to sell the idea that this music is an expression of emotion rather than a money making tool - his star image is no longer a commercial tool.

Primary media construct.

Very little promotion and build up - similar to a surprise music release - way of revealing his new star image into the public sphere

Again the break allows us to reflect on previous star image and acknowledge a change.

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Preview, download or stream Changes by Justin Bieber