Does anyone, apart from pubescent teenage girls, find Justin Bieber even vaguely interesting? Not really, might be the inevitable response. While the 18-year-old singer continues to enjoy extraordinary popularity in his target demographic, his PR minders have obviously been wondering if they should explore further afield. Cue an interview in the latest edition of GQ Magazine.
On paper the interview made complete sense. How can we make Justin seem more interesting to another demographic? Why not young(ish), fashion conscious men who might want to hear more about him? “How about a sit down interview with GQ?” must have been the excitement at the morning meeting. Let’s see what we can arrange!
Bieber did the interview. Nice enough. But the bad news is that it did nothing more than reinforce his image as a young kid, taken by surprise by his own success. GQ describes him as ‘ a very small human being’ who resembles the Star Wars super hero Luke Skywalker, “if he had his own perfume line”. The interview was finally completed, after having been rearranged multiple times to squeeze in dinner with his mommie.
The PR Verdict: “F” for a failed strategy. It will take more than an interview with GQ to make him into the bad boy of music. And next time don’t mention dinner with mommie.
PR TAKEAWAY: Give a journalist something new to write about, otherwise the default content will be what has been written already. This was an interview searching for a subject matter. Bieber (all of 18) was unable to identify a cause, issue or romantic interest that would takes his profile to the Mickey Rourke or Sean Penn level. GQ concluded the interview by opining that for Bieber “manhood can wait”. Sadly , this interview was at best five years too early.
To read the interview click here.