Written by: Erika Acode, AAE of Winegars Ice Cream & Coffee
Justin Bieber has been sweeping the charts since he entered the music industry in 2012, earning 44.7 million albums and songs sold in the U.S., 24 Top 40 singles on the Billboard Hot 100 chart, and earning $77 million for the 2013 “Believe” tour.
Although there are many new Beliebers resurfacing, this Canadian popstar didn’t always get this kind of support from his audience. In 2013, began the downfall of Bieber; and needless to say, he was a PR disaster.
In 2013, a video of Bieber leaked (no pun intended) of him relieving himself in a janitor’s mop bucket while trash-talking Bill Clinton. Bieber also tried to sneak his pet monkey into Germany, got caught smoking marijuana in his private airplane, and got into many altercations with the paparazzi. And what may be worst of all, he also visited the Anne Frank House in Amsterdam and wrote in the museum’s guest book that he hoped she would have been a “belieber.”
On Christmas Eve 2013, he announces on Twitter that he is “retiring” from his music career. Quickly after, he tweeted again and basically said “just kidding, I’m here forever. But I need a break.” He may have quickly taken it back, but the media had already furiously written about him retiring on a holiday.
Later in 2014, he was charged with being under the influence while driving in Miami, and eventually pleaded guilty of careless driving and resisting arrest. Bieber was also on probation for a vandalism charge while he egged his neighbor’s home.
According to Forbes Magazine, there were a few things Bieber could do to “easily save his image.”
1. Take responsibility.
In January 2015, Justin released an apology video after his appearance on the Ellen Degeneres Show. He explained he was nervous and afraid of what people would think of him or have been thinking of him for the past year and a half – arrogant and conceited.
“Just being young and growing up in this business is hard. Growing up in general is hard,” he explains. “I really want people to know how much I care, how much I care about people.” We could sympathize with the fact that he was just a kid who made a few mistakes, and now wants to apologize and make up for his past actions.
2. Actions speak louder than words.
In March of 2015, Justin Bieber decides to participate in Comedy Central’s “Roast of Justin Bieber,” where he is comically belittled by his fellow celebrities such as Kevin Hart, Snoop Dogg, Ludacris, Martha Stewart, and more. Bieber toughs it out and takes it gracefully, and at the end of the roast, he apologizes about his previous behavior and says he is “excited for you [his audience] to see what’s next.”
3. Get back into the music.
Bieber releases a collaboration with Jack Ü titled “Where Are Ü Now” – beginning his major comeback. In November 2015, Bieber releases his new album Purpose, and it did not disappoint.
Kenneth Patridge of Billboard says, “From a PR perspective, Purpose is the album Justin Bieber had to make.” And it’s true – the album shows Bieber’s sense of maturity and growth.
He has taken all the steps to regain his image, he has publicly apologized to his fans and all others for his actions, he hasn’t gotten into any trouble (that we know of) since the apologies, and he released an catchy, chart-topping album.