Why Just Bieber Is Such A Big Hit

Sent to you by Scott via Google Reader: Why Just Bieber Is Such A Big
Hit via hypebot by Bruce Houghton on 3/29/10

GUEST POST: Jay Frank is the author of Futurehit.DNA and SVP Music
Strategy of CMT. You can download a free chapter of his great book on
his blog FuturehitDNA.com and Hypebot's Kyle Bylin interviewed him
earlier this year. In this guest post, Frank looks at the factors
behind the meteoric success of teen idol Justin Bieber using the
FuturehitDNA methodology.

Justin Bieber mania has arrived. With the release of his new album, My
World 2.0, and a sure thing #1 debut, many people are wondering how it
happened. Teen phenomenons can certainly happen fast, but rarely
without the help of a Disney show in recent years. By my rough
calculations, after the first week sales of his new album are accounted
for, Justin will have grossed approximately $15 million in total
recorded music sales, not including ringtones, streaming revenue,
T-shirts or posters in less than 9 months. And that’s just in the
United States. For a music business in “trouble” and an artist aimed
clearly at teenagers and below, this is a success, especially because
the train is really just leaving the station.

So the question is, how did this become so successful so quickly?
There’s been plenty of other artists who have been released in the same
timeframe that can’t count this level of success in this short of a
period. What made it work? There are a lot of specific elements in each
song which I’ll detail shortly, but readers of Futurehit.DNA know the
answer lies in Chapter 7 of the book.

RELEASE MORE SONGS MORE OFTEN
Look at this time frame of songs being released:

- APRIL 2009 – Release of “One Time” single
- JULY 2009 – Release of “One Time” video
- AUGUST 2009 – Release of “Favorite Girl” YouTube Video w/Taylor Swift
- OCTOBER 2009 – Release of “One Less Lonely Girl” single + video
- NOVEMBER 2009 – Release of My World 8-song Album
- JANUARY 2010 – Release of “Baby” single
- FEBRUARY 2010 – Release of “Baby” video
- MARCH 2010 – Release of My World 2.0 Album
Did you get all that? In a world where many people are in the game of
milking singles for all they’re worth, Justin just kept releasing
content. A new official video has been released every 3 months. Two
album releases. 18 total tracks have come out. All within 9 months.
Considering that most artists are at a pace that’s nearly twice that,
it’s not surprising that Justin runs rings around them.
And this all occurred by focusing on the fan and constantly feeding
them content rather than just chart positions. The first two singles
didn’t crack the Top 15 on the Billboard Hot 100. And Justin’s biggest
hit, “Baby”, reached #3. Meanwhile, #1 songs are regularly engaging in
much less commerce.
And Justin’s songs regularly engage in a Futurehit.DNA formula to
engage his young audience:

SHORT INTROS (Chapter 1)

“One Time” has a 7 second intro. “One Less Lonely Girl” has no intro.
“Baby” has a positively long 14 second intro. Yet both “One Time” and
“Baby” make use of Justin utilizing an “ay” and “woah” vocal during the
intro. Since Justin has a young higher pitched male voice, one could
make the argument that he is creating a distinctive vocal right from
the get-go so you know who’s singing.

LONGER SONGS (Chapter 2)

Justin Bieber’s songs are hardly epic with lengths of the singles
ranging from 3:30 to 3:50. However, considering that Ke$ha’s big hits
don’t even reach 3:30, he’s definitely competitive in his category.
Regarding length, Justin’s songs actually fall right into the range of
the majority of Top 100 songs at the moment.

CHORD CHANGES (Chapter 3)

There’s not a lot of chord changes going on in Bieber’s hits. However,
he puts the dramatic changes where it counts. I often talk about the
need to change things up around the two minute mark, and Bieber does
this regularly. In “One Time”, the song drops all instruments except
drums giving Justin a moment to sing acapella, which given his talent
is very distinct. In “One Less Lonely Girl”, a very distinct key change
occurs. And in “Baby”, there is a significant drop out towards the end
of the 2nd verse that’s attention grabbing that then leads into the
Ludacris verse. Nothing earth-shattering, per se, but all effective in
engaging the listener at a time that counts.

REPETITION (Chapter 10)

If there’s anything that occurs in Bieber’s songs, it’s repetition.
And to hit the teen and tween market, it’s almost too obvious that this
technique would be utilized. The title of “One Time” is repeated 32
times in the song, with the word “one” used an additional 17 times. A
long song title doesn’t prevent “One Less Lonely Girl” being repeated
39 times. For “Baby”, they probably went for the world record with 55
mentions of the title. Within the rest of the songs, there are numerous
other instances of repetition to just add to the effectiveness of
repetition.

Again, all of these elements and more contribute to the phenomenal
success of Justin Bieber. Towering above them all, however, is the
super serving of the audience thru constant releases. This is an
element that can occur on any scale with any style of artist. The more
you keep momentum within your audience and the more you keep them
engaged, the more likely you will succeed. If more artists followed
this formula, a $15 million US gross for recorded music would be a more
regular occurrence.






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