By Luke Sklar and Amber Hudson
Welcome to the Everything is Marketing blog. We are here to prove that every single issue in life, every person, story or event, has a marketing lesson. And we want you to join in the conversation. So crack those knuckles and weigh in on the discussion, share your thoughts and ideas, agree or disagree. Bring it on, we want to hear from you!
Okay, the news, print, media, Hollywood, weird person on the subway…they are all full of predictions that the world will end in 2012. They say it’s because The Ancient Mayan calendar ends December 21, 2012. Not true folks. It’s because Justin Bieber ends.
There it is.
You’ve heard it here: Justin Bieber’s career as we know it will be over by the end of 2012. He’ll pull a supernova: a stellar explosion that causes a massive burst of energy before fading from view. The shock waves from supernova explosions can trigger the formation of new stars. Dang, baby Biebers! Sure, he’ll sputter around now and then, like the last bits of that star hurtling through the universe. But my friends, it’s over.
Some teen stars make it and some don’t. Here are two lessons from those that did:
1. Understand what you are the very best at and stick to it
Justin Timberlake has proven skills: singing, dancing and in recent years has surprised many with his acting skills in well-chosen roles.
Sure, the Biebs can also sing and dance and charm his way into the hearts of little girls. But the kid is clearly over saturated: dolls, lounge wear, jewellery, board games, Christmas ornaments, a book, a 3D movie, and lest we not forget the nail polish. NAIL POLISH! He recently launched into acting, landing a guest spot on CSI as a kid who runs into some trouble. Son, please. That is so not part of his sweet-as-candy DNA.
2. Do not let the public dictate your strategy
Over his career Timberlake has cultivated a sense of style and a degree of edginess that’s remained credible. He’s relevant to young fans, but has enough edge to carry him through changes in audience and trends in music.
The Biebs is too cute and sweet for his own good. The Beliebers put him there and any attempt at breaking that mould would be, ahem, unbeliebable. Youth brands turn over every 3 years, his audience is growing older, there will be new competition, and Justin B just won’t stay relevant for much longer.
Don’t believe us? Go talk to the Jonas Brothers, they’ve got time on their hands…