My World 2.0

There have been reported outbreaks all over the country inducing mass hysteria in malls and outside of television studios. The disease can be transmitted by MTV or Radio Disney, but is most frequently contracted by usage of the website Youtube.com, where over one-hundred-fifty million have been infected. Most susceptible to the disease are young females ages nine to sixteen. The medical name for the disease is Liefgarretitus, however it is commonly referred to as "Bieber Fever"

Though not an actual physical disease, Bieber Fever is quite the cultural phenomenon. Justin Bieber grew up lower-middle class in Stratford Canada. He was raised by his mother whose own ambitions of stardom were crushed when she became pregnant at eighteen. He began posting Youtube videos online when he was twelve and was serendipitously discovered by Scooter Braun. At age thirteen Justin Timberlake and Usher were fighting to sign him- Usher eventually triumphed. At fifteen he had his first platinum song, booked Madison Square Garden and played for President and Mrs. Obama at the Whitehouse.

Now sixteen years old, Bieber is well on his way to becoming a real pop icon. His sophomore album (though it's really more like a second-semester-freshman-year album) My World 2.0 has already surpassed the success of his debut My World. The new album is a sort of compilation of the best of Bieber's pop heartthrob predecessors. The first single off the album, “Baby”, is like a golden oldie that has been processed and digitized and features a charming rap by Ludacris who is an odd yet fitting collaboration for Bieber. “Runaway Love” pairs Justin’s prepubescent vocals with a mature synth-pop composition that is very reminiscent of an Off The Wall era Michael Jackson tune. “Overboard” is a high pitched version of Chris Brown and Jordin Spark’s recent chart topping duet “No Air” but without the taint of domestic abuse charges. He is mid-nineties R&B Usher on “Up” and FutureSexLoveSounds Justin Timberlake Jr. on “That Should be Me”. All of these songs have been done before and that is the point. You’re supposed to draw those comparisons; it is all part of a masterfully crafted equation.

It takes a village to raise a pop star and Justin Bieber is no different. He is constantly surrounded by adults whose primary job is to cultivate him into a specific and calculated image. He even has a “Swagger Coach”, Ryan Good, who taught him how to dress like P Diddy and tactfully flirt with Barbra Walters and other woman more then half his age. Bieber’s mentor Usher told the New York Times, “Scooter, Ryan and myself tag team him”- a statement made in reference to a sixteen year old boy that would usually require police investigation.

More interesting are the ways Bieber’s team has utilized and manipulated technology to such fantastic results. Justin made headlines for unruly fan behavior before his first album was even released thanks to a genius Youtube campaign. On the topic Braun revealed to the New York Times, “I said: Justin, sing like there’s no one in the room. But let’s not use expensive cameras. We’ll give it to the kids; let them do the work, so they feel like it’s theirs.” By marketing Bieber as a homemade talent, his main demographic of little girls feel they can know and be known by their idol.

Unfortunately it doesn’t matter whether or not you like Justin Bieber now, you eventually will. He is going to work with the best producers and musicians in the business making songs with annoyingly catchy beats and excellent hooks you wish wouldn’t get stuck in your head. Such is the nature of a carefully crafted pop star. As of now anyway, there is no known cure for Bieber Fever.