Many thought that 2013 would be one year totally awesome for Justin Bieber . However, the Canadian singer who remained positive in the face of everything, he turned over and began to publicize their projects like Music Mondays, where the songs released so far - ” Heartbreaker” , ” All That Matters ” and “Hold Tight“ - had a positive impact for the public and have reached the first place on the charts in several countries, and with the film Believe, which has release date scheduled for Christmas will be no different on the impact that the launch of this project has caused.
In an interview with Billboard , Justin Bieber’s manager, Scooter Braun , told a little more about the difficulties faced by Justin, the album Music Journals and Believe 3D film, which according to Braun, “ destroy all rumors once “ .
“Heartbreaker”, new Justin Bieber, who is between 77 ° – 13 ° on the Billboard Hot 100, is a melancholy, slow R & B ballad that does not sound like his other previous singles. It is partly because “Heartbreaker”, which was released on iTunes on October 7, does not precede the traditional metrics, but instead, it is the beginning of a series of 10 singles called “Music Mondays” with a new song to launch each week until mid-December. The series will drive directly to the Christmas Day release of “Believe 3D”, the continuation of the 2011 concert film “Justin Bieber: Never Say Never“.
The “Music Mondays”, which continued earlier this week with “All That Matters”, follows the 2012 album of Bieber, “Believe”, and “Believe Acoustic”, this year, both of which reached a high placing on the Billboard 200. Then Bieber had a tumultuous year in its international tour with the Believe Tour, and supported the so-called split with Selena Gomez at the end of last year. He began writing new material on the road, resulting in a handful of songs revealing outside the zone of their pop hits like “Baby” and “Boyfriend“.The longtime manager of Justin Bieber, Scooter Braun, chatted with Billboard about the motivation behind the strategy of a song a week of pop superstar, why “Believe 3D” will have a more steadfast the turbulent year of 2013 the 19-year old, and as Bieber’s attitude has changed since the “Music Mondays” began earlier this month.
Billboard: Can you explain why these songs are being released this way – one song per week for 10 weeks on iTunes?
Braun : Justin had this complete work that was different from the things he has done in the past – more focused on R & B songs personal, not necessarily songs that he was thinking of being radio. That’s why we call it “daily”. They are very, very personal about what he was feeling over the six months, going through a difficult period. If you listen to the lyrics of these songs – “Heartbreaker”, “All That Matters” – he is giving his heart.When I saw this, I was left with an expression of type “He did not write a diary.” He wrote them on different days, [with] different emotions at different points, and I wanted people to experience what he was feeling, week per week … Each week, people will have a different kind of music, and understand every week a different experience than it was spending.
Billboard: Before the series “Music Mondays”, you announced that Justin could launch a new song between October and December, with a movie coming on Christmas. When all this was planned?
Braun : We developed the movie with [director] Jon Chu throughout the year. We shot in Miami. We had a movie ready, and would basically be on your show and how it all came together, it was very similar to “This Is It”, but then there was all this press and rumors about Justin over the past six months and he passed a very difficult time. We decided that there were so many rumors coming out that would not end if we faced.
We realize that the movie arrived the way it was, it would seem a loose part. His whole brand has always been about sharing everything, be authentic and let people. So we went and did a full interview with Justin, and put into the film with all the responses and perceptions of what really happened to his life, to defeat all these rumors in a movie. It is a closer view of what he has, and he is talking directly to the camera and exposing yourself in a way that nobody has ever seen. When we saw it, I said, “That in itself is a diary.”
When we sat down, looked at the work end and realized we had tons of songs, and we chose the top 10 that were truly personal for Justin. There are other songs that are not between 10-12 who are big international music for radio, but Justin felt that this was not the type of what the project was. This project is not for the big international hits revelers, it’s about how I feel, what I’m going through, and let the fans know the music exactly where I was and am.
Billboard: The process of sharing these new songs was therapeutic for Justin?
Braun : I think now he is in the best place for a long time he’s been. He is so incredibly thankful to see the reaction of the people by his music. “All That Matters” is a very important song for him on a personal level, and see people react to music this way – you have producers like Benny Blanco connect to me and say, “I think this is one of his best songs if not the best music he ever wrote “ - this means a tremendous importance to him.
[On the evening of Monday] was a surprise party for Usher in LA, and I found myself in the middle of the dance floor with Justin, Usher, Jermaine Dupri, and Puff. And Justin looked at me and he had the biggest smile on his face and said, “That’s amazing.” And he was just dancing and laughing, and he was funny and lovable Justin we all wanted to see. He had no bodyguards around him, and he was not one of Justin’s that I saw a few months ago that just did not trust anyone. That was one of the things he said to me a month and a half ago. He looked at me and said, “I do not know if I can no longer trust anyone.” And this is a difficult place to be, especially as a young man of 19 years. He did not come easy path, and there are times when he knows he did not make for yourself.But I think music has always been his therapy, and this film, we just go and watch with the whole team, it means a lot to him because it’s like he finally gets to express themselves and tell people how it is. Times have changed, and we’ll release new music as well as an album, and will do so many more things in the future. But I think this is a new, innovative way to release music and say you do not need to play the game the normal way.
Billboard: It seems that these songs are bringing listeners who are not necessarily the main audience for Justin.
Braun : I think this is what is making happier, because these songs are what he is. He wrote these songs on the road. He strove to bring out your imagination. He recorded some songs in rooms and hotels – he did it wherever he could, because every night he wanted to write and express yourself on … And like I said, it has large, international, festive hits, but he was very insistent that his masterpiece is not. Even I had a moment where I was not sure we should be doing this? But both Usher and Justin really helped me to understand. Usher called me and we were talking about this, and he said,“Scooter, artists need to take a moment ‘artist’. Otherwise, we would be crazy. “ And I think this is the time of Justin to truly become an artist and show who he is.